[Asia Economy Reporter Seungjin Lee] It’s Skin, a cosmetics brand under It’s Hanbul, announced that it will be launched in 260 stores of Hebe, a major drugstore chain in Poland, in early April. Hebe is the largest drugstore in Poland and the first channel to introduce Korean cosmetic products to Poland.
It’s Skin will showcase 24 products, including its flagship products, the 'Power 10 Formula Effector' and the 'Collagen Elasticity Skincare' line. Marketing activities will also be strengthened, such as running brand advertisements in the May issue of Hebe Magazine. Additionally, mask product lines that are highly preferred by local consumers will be introduced within the second quarter.
It’s Skin first entered the Polish market in 2013. After opening its first standalone store, it expanded to five locations, establishing itself as a representative 'K-Beauty' brand in Poland. Adapting to the local distribution environment and consumer trends, since the third quarter of 2019, it has shifted to strategic operations by entering major multi-brand shops and online channels. From January 2014 to December 2020, it recorded a continuous growth trend with a compound annual growth rate (CAGR) of 34%.
Despite the consumption contraction due to the spread of COVID-19 last year, sales in the Polish market showed an increasing trend. The Collagen Elasticity line’s export volume increased by 145% year-on-year, and the Hyaluronic Acid Moisturizing line increased by 127%.
An It’s Skin representative stated, “Starting with the launch in Poland’s leading beauty drugstore Hebe this year, we plan to enter channels such as Rossmann, Douglas, Super-Pharm, Sephora, and Notino, Europe’s largest cosmetics e-commerce platform, in the second half of the year.” They added, “At the same time, It’s Hanbul’s new vegan brand, The Dictionist, which has completed CPNP (European Cosmetics Notification Portal) registration, will also be actively introduced in Poland.”
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