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Amorepacific, the South Korean cosmetics giant, is pushing ahead with the internationalization of its flagship skincare brand, Laneige. The UK and the Middle East are strategic target territories, as is the fertile US market in this sector.
Last month, Laneige, the cosmetics brand from Korean company Amorepacific, officially debuted in the UK. It made its debut at Space NK, a retailer specializing in high-end beauty products. This May, the brand will have an exclusive space in a Space NK store in the heart of London, while strengthening its local presence through a partnership with brand ambassador Sydney Sweeney.
Amorepacific plans to expand its points of sale in the UK market, highlighting Laneige’s flagship Lip Sleeping Mask and Waterbank Cream products.
“Prior to our official launch, Laneige was featured on Cult Beauty, Look Fantastic and Beauty Bay, e-commerce platforms specializing in beauty in the UK,” said Jinpyo Lee, Strategy Director at Amorepacific Group. “We have seen strong interest from local customers.”
Giant ambitions
With growing demand for Korean beauty products in Europe, Amorepacific’s sales on this continent grew by over 90% in the first quarter of 2023 compared with the same period last year.
Laneige has also taken its first steps in the Middle East thanks to a partnership with Sephora. The brand’s flagship products are now available at the selective beauty retailer in the United Arab Emirates (UAE), as well as in four Gulf Cooperation Council countries: Saudi Arabia, Kuwait, Qatar and Bahrain. To boost brand awareness, Sephora’s Dubai Mall store in the United Arab Emirates will be launching a special marketing campaign this month.
This expansion continues Amorepacific’s North American expansion, which gained momentum over the previous year with its Laneige, Sulwhasoo and Innisfree brands. Sales in North America rose by 80% in the first quarter of 2023, driven by strong growth in online sales on platforms such as Amazon, as well as in physical stores, notably Sephora.
Fertile North American market
Amorepacific continues to invest in North America, as evidenced by the acquisition of luxury beauty brand Tata Harper last year, and the partnership with the Metropolitan Museum of Art (MET) through its Sulwhasoo brand in March.
“The North American and European markets represent fertile ground for international beauty brands,” stressed Jinpyo Lee. “The growth of our Amorepacific brands in these markets attests to local customers’ recognition of our efforts to invest in natural ingredients and research and development, efforts we have been making for over 70 years.”
The group’s strategic director concluded by stating that “Amorepacific will continue to actively develop customer interactions in the various global markets, striving to become a global beauty products company, guided by the desire to help everyone reveal their authentic, healthy beauty.”
Beyond borders
Finally, last May saw the launch of the K-beauty giant’s very first immersive virtual boutique. This 5-room space features exclusive video content (including a behind-the-scenes look at the brand with actress and ambassador Sydney Sweeney), a skincare quiz and a scavenger hunt with the chance to win two free prizes.
Each room refers to a specific Laneige product range. The press release announces an immersive universe for the brand’s brand-new Water Bank Blue Hyaluronic range, a candy-store-like amusement park for its lip treatment, and a dreamland of floating clouds for its night masks.
The playful, interactive experience mixes with a shopping experience, as Internet users can purchase Laneige skincare products directly in this virtual universe, designed in conjunction with New York-based e-commerce platform Obsess.
As Julien Bouzitat, Marketing Director of AmorePacific Amérique, states, “When the Laneige team developed their virtual store experience, the goal was to help the brand create a direct connection and interaction with our consumers, engaging them in our brand story or scientific expertise in the most immersive way possible, without the traditional limitations inherent in working with a retail partner.”
Read also >Korean beauty group AmorePacific partners with mobile application KakaoTalk
Featured photo : ©Amorepacific[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
Amorepacific, the South Korean cosmetics giant, is pushing ahead with the internationalization of its flagship skincare brand, Laneige. The UK and the Middle East are strategic target territories, as is the fertile US market in this sector.
Last month, Laneige, the cosmetics brand from Korean company Amorepacific, officially debuted in the UK. It made its debut at Space NK, a retailer specializing in high-end beauty products. This May, the brand will have an exclusive space in a Space NK store in the heart of London, while strengthening its local presence through a partnership with brand ambassador Sydney Sweeney.
Amorepacific plans to expand its points of sale in the UK market, highlighting Laneige’s flagship Lip Sleeping Mask and Waterbank Cream products.
“Prior to our official launch, Laneige was featured on Cult Beauty, Look Fantastic and Beauty Bay, e-commerce platforms specializing in beauty in the UK,” said Jinpyo Lee, Strategy Director at Amorepacific Group. “We have seen strong interest from local customers.”
Giant ambitions
With growing demand for Korean beauty products in Europe, Amorepacific’s sales on this continent grew by over 90% in the first quarter of 2023 compared with the same period last year.
Laneige has also taken its first steps in the Middle East thanks to a partnership with Sephora. The brand’s flagship products are now available at the selective beauty retailer in the United Arab Emirates (UAE), as well as in four Gulf Cooperation Council countries: Saudi Arabia, Kuwait, Qatar and Bahrain. To boost brand awareness, Sephora’s Dubai Mall store in the United Arab Emirates will be launching a special marketing campaign this month.
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Amorepacific, the South Korean cosmetics giant, is pushing ahead with the internationalization of its flagship skincare brand, Laneige. The UK and the Middle East are strategic target territories, as is the fertile US market in this sector.
Last month, Laneige, the cosmetics brand from Korean company Amorepacific, officially debuted in the UK. It made its debut at Space NK, a retailer specializing in high-end beauty products. This May, the brand will have an exclusive space in a Space NK store in the heart of London, while strengthening its local presence through a partnership with brand ambassador Sydney Sweeney.
Amorepacific plans to expand its points of sale in the UK market, highlighting Laneige’s flagship Lip Sleeping Mask and Waterbank Cream products.
“Prior to our official launch, Laneige was featured on Cult Beauty, Look Fantastic and Beauty Bay, e-commerce platforms specializing in beauty in the UK,” said Jinpyo Lee, Strategy Director at Amorepacific Group. “We have seen strong interest from local customers.”
Giant ambitions
With growing demand for Korean beauty products in Europe, Amorepacific’s sales on this continent grew by over 90% in the first quarter of 2023 compared with the same period last year.
Laneige has also taken its first steps in the Middle East thanks to a partnership with Sephora. The brand’s flagship products are now available at the selective beauty retailer in the United Arab Emirates (UAE), as well as in four Gulf Cooperation Council countries: Saudi Arabia, Kuwait, Qatar and Bahrain. To boost brand awareness, Sephora’s Dubai Mall store in the United Arab Emirates will be launching a special marketing campaign this month.
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