Amorepacific Group is stepping up a global brand campaign under the catchphrase of the business group’s management tenet, “Winning Together.”
The business group has been ramping up innovation strategies, such as establishing strong brands like the luxury skin care brand Sulwhasoo, upgrading its global businesses and exploring new growth opportunities.
Amorepacific’s representative brand Sulwhasoo has carried on its heritage since the establishment of the business group in 1932.
The company is accelerated efforts modernize its culture. In particular, the brand has been prioritizing expanding its presence by exploring new markets, such as North American and European countries.
Sulwhasoo hired its new advertising model, K-pop idol Blackpink Rosé, last September.
This year, the brand has signed on Hollywood actress Tilda Swington, proving a potential to expand to appeal to a wide range of age groups in Korea and abroad.
Last March, Sulwhasoo released First Care Activating Serum V, based on science technology on ginseng and its own technology, on top of reinventing its image as part of efforts to develop efficacious products and expand new categories.
The brand also established a one-year partnership with the Metropolitan Museum of Art in New York to raise its standing. Such efforts have paid off: Instagram followers have surged over 50 percent.
Sulwhasoo is redoubling efforts to step up profitability in the Asian market, its conventional stronghold, by reorganizing its brand portfolio and securing e-Commerce business capabilities.
Amorepacific said, “We ramp up distribution channel innovation using digital platforms and the competitiveness of content to explore new growth opportunities while striving to explore new growth engines through innovative beauty research.”
‘Amorepacific Festival’ Gets a Good Reception in Tokyo
“Amorepacific Festival,” a large-sized promotion event hosted by Amorepacific, wrapped up successfully.
The promotion event, also known as “AmoPaciFes,” took place at @cosme Tokyo at Harajuku, Tokyo, from June 28 until July 11.
@cosme Tokyo is Japan’s famous beauty hotspot in Tokyo, boasting 150,000 pedestrians daily.
A combined 11 brands, including Innisfree, Estude, Laneige, and Espoir, as well as non-market entry brands, such as Aestura, Hera, B.READY, Primera and Longtake, participated in the promotion event. Reservations had been booked solid within two days of the launch of the appointment page.
Amorepacific said customers crowded the event to the extent that all of about 100,00 samples for customers’ experiences were used up, proving Japanese’ keen interest in Amorepacific and K-beauty. Japanese media outlets, including TBS, covered the event.
Vice President Kim Jung-yeon in charge of global marketing at Amorepacific said, “Amorepacific Japan, which has maintained the highest-ever growth since 2021, is expected to accelerate efforts to explore the Japanese market by ramping partnerships with local distribution companies, as did the latest case.”
Amorepacific’s Vitalbeautie Releases ‘Woman Balance Glow’
Amorepacific’s Vitalbeautie has launched the health functional food “Woman Balance Glow,” efficacious for relieving discomfort before menstruation and improving ski care, the brand said on July 14.
Woman Balance Glow contains five functional raw materials for the improving of women’s health, developed by the brand in cooperation with ob/gyn and medical doctors.
It contains gamma-linolenic acid, hyaluronic acid, vitamin D, E and B6. Gamma-linolenic acid is an essential substance for improving discomfort before menstruation and skin conditions.
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