Cumulative Sales of 'The Pure' Line Surpass 2.5 Million Units
Able C&C announced on June 5 that its sales through the Daiso channel in the first quarter surged nearly threefold compared to the same period last year.
Able C&C currently offers around 17 types of skincare products and about 45 types of color cosmetics at over 1,000 Daiso stores nationwide. In addition to its flagship brand 'A'pieu', the company has recently expanded its presence in Daiso by introducing 'MeFactory', well known for its pig nose pack, and 'Merzy', a color cosmetics brand specializing in makeup.
Able C&C began its full-scale entry into Daiso in June 2023 by launching A'pieu's exclusive Daiso line, 'The Pure'. After introducing the skincare line 'The Pure Tea Tree', the company continued to expand its product portfolio with the color cosmetics line 'The Pure Candy' the following year, and 'The Pure Toner Pad' released in February this year.
The Pure line has gained attention among consumers in their teens and twenties as a "Daiso must-have item" and has spread through word of mouth on social networking service (SNS) channels. The product quality and affordable prices ranging from 1,000 to 5,000 won are cited as key strengths. Recently, demand has also been increasing among consumers in their thirties and forties who are concerned about adult acne, sensitive skin, and skincare for their children.
In particular, The Pure Toner Pad has recorded strong sales, significantly contributing to overall performance. As of February, when the toner pad was launched, total sales of the A'pieu skincare line increased by approximately 150% compared to the same period last year. As of April this year, cumulative sales of the A'pieu The Pure line had reached 2.5 million units.
Able C&C plans to further expand its consumer touchpoints at Daiso through seasonal marketing campaigns and experiential showrooms. During last year's Daiso "Summer Beauty Festival," A'pieu's Tea Tree basic line achieved high sales. MeFactory and Merzy are also increasing consumer engagement by expanding experiential opportunities at key Daiso stores, including the Haeundae Marine City branch, Homeplus Sangbong branch, and Pyeongtaek Godeok British branch.
Cho Yeseo, Head of Brand Strategy at Able C&C, stated, "In the second half of the year, we plan to introduce a more segmented trouble skincare line tailored to different types of acne concerns. We are also considering expanding into categories beyond skincare and color cosmetics. We will continue to strengthen differentiated product planning and consumer experiences tailored to the characteristics of each channel, using Daiso and other major distribution channels as strategic touchpoints."
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