AmorePacific kicked off its operations in Europe on Sept. 8 with opening of the Sulhwasoo sales stand, one of the cosmetics giant’s most popular brands, on the main floor of the upscale Galeries Lafayette in Paris.
The Korea cosmetics firm also opened its first exclusive offline sales stand at the International Hall of the popular department store. The department store which goes by the name Holy Land for the Beauty is the mecca of all beauty care products not only in France, but around the world.
It is the first time Sulwhasoo to be available in the European market, AmiorePacific officials said. It is also the only Korean brand that has an independent outlet in the French department store.
The entry into Galeries Lafayette is a meaningful challenge for Amorepacific in that it will target the French market, also known as a key market for beauty products. AmorePacific’s first entry into the French market was the export of the “SOON” brand in October 1988.
In August 1990, AmorePacific established a local corporation in Chartres, produced the Liricos brand and made a discreet foray into France. However, due to the lack of consideration for local customers and the loss of sales rights, the two brands were in a crisis.
AmorePacific then established a strategy to target the fragrance category in the French cosmetics market. AmorePacific established a factory equipped with ultra-modern facilities in Chartres in April 2004 and took over the luxury brand “Annick Goutal” in August 2011 to strengthen its perfume brand portfolio. The firm is now expanding their perfume business into new overseas markets.
By entering Galeries Lafayette, Sulwhasoo will continue to strengthen its presence as a true global brand not only in Asia and the Americas but also in the European market, delivering Korean beauty and value throughout the world.
AmorePacific's high-end beauty product lineup has successfully expanded its market presence in key Asian markets, including China, Singapore and Thailand, and branched into the United States and Canada. Sulwhasoo's first overseas foray was made in Hong Kong in 2004. As interest in K-beauty continues to grow in the French market, Sulwhasoo plans to make the Galeries Lafayette a popular spot for visitors to Paris. Sulwhasoo’s signature products ‘First Care Activating Serum EX’ and ‘Concentrated Ginseng Renewing Cream EX’ have been the most popular since the store opened. Customers showed their great interest in Sulwhasoo’s brand story and the main ingredient, Ginseng. Sulwhasoo offers a holistic skincare range inspired by Asian wisdom. Harnessing the benefits of Korean herbal medicine, it is described as the “first science-based Korean luxury medicinal skincare system.”
Medicinal herbs native to Korea are used in the products to balance the energies of the skin for a healthy complexion. Many of the products contain the concentrated extract of ginseng, long revered for its anti-ageing properties.
AmorePacific will strengthen its operations in other parts of the world, including in ASEAN countries in particular and North America, zeroing on new global markets to establish its reputation as a global luxury brand, AmorePacific officials said.