 Actress Kim Hye-su is the model for Missha’s M Signature Real Complete B.B. Cream, which recently sold one million tubes in just eight months. / Courtesy of Missha |
Ever since blemish balm cream or more popularly known as B.B. cream was introduced in Korea a few years ago, the craze has slowly spread to Japan, China and other Asian countries.
These days it is usual to find Asian tourists hoarding tubes of the B.B. cream from Korean cosmetics chains in Seoul.
B.B. cream is often promoted as a magic cream that promises to brighten and whiten one’s skin tone, as well as reduce blemishes and wrinkles, cover imperfections and provide sun protection. But depending on the quality of the B.B. cream, the results are often mixed.
``I first tried the B.B. cream from Missha in Singapore and I liked it a lot. It matched my skin tone and it hides skin blemishes well. I’m going to stock up on it because it’s so much cheaper here,’’ said Rina, a tourist from Singapore, who was buying some B.B. cream at a Missha store in Myeongdong.
The prices of the Korean B.B. creams range from as low as 10,000 won to 40,000 won, which makes it affordable for a wide range of female consumers. Some brands have also introduced B.B. cream for men.
Missha, a leading budget beauty brand owned by Able C&C in Korea, has one of the most successful B.B. cream products on the market today. Missha sold 1 million tubes of its M Signature Real Complete B.B. Cream in only eight months since it was released last February.
Missha’s M Signature Real Complete B.B. Cream is made of organic ingredients and offers sun protection, whitening and wrinkle care and has proven to be popular in the local and overseas market. In its first month after launching, more than 100,000 items of Missha’s B.B. cream were sold, and since then, it has ranked highly among consumer surveys.
``Domestic and foreign brands are scrambling to launch a variety of B.B. creams, but Missha’s B.B. cream remains on top because it provides good coverage, more moisture and other qualities that addresses the customers’ needs. We are constantly upgrading our products,’’ a representative from Missha said.
To celebrate the product’s success, Missha is offering a promotion where one can buy an M Signature Real Complete B.B. Cream for 23,800 won and get a free tube of wrinkle repair cream on the website www.beautynet.co.kr, until the end of the month. This move is expected to spur even more sales of Missha’s B.B. cream.
The rising popularity of B.B. cream has even prompted global cosmetics brands like MAC, Estee Lauder and Maybelline to come out with their own versions of the B.B. cream not just in Asia, but in Western countries as well.
Earlier this year, MAC introduced its Prep + Prime Beauty Balm product, described as a lightweight formula that protects and corrects the skin tone, in the U.S. and Asia.
Estee Lauder also has a CyberWhite EX Extra Intensive BB Creme Multi-Action Formula SPF 35, while Maybelline has its Clear Smooth Minerals B.B. Cream.
However, not everyone is happy with B.B. cream products. Some complain that the formulations are too oily. Others complain about the fact that most B.B. creams only come in one or two shades, that often make their faces look deathly pale and not at all natural-looking.
Cecilia, a tourist from Hong Kong, said she once bought a B.B. cream from a budget beauty chain for 10,000 won, but she had to throw it away after one use. ``I got an allergic reaction to it, so I stopped using it. I wish the information about the ingredients of the B.B. cream would be available in English so that I could have known if I was allergic or not. Next time, I’ll be more careful about buying B.B. creams,’’ she said.
