Vision for Asian Beauty Creator

AMOREPACIFIC eyes to be counted among top 10 cosmetics firms in the world by 2015 with 10 best brands

AMOREPACIFIC Corp. has been running at full speed ahead in its global operations under the vision of “Asian Beauty Creator.”
In the first half of 2006, AMOREPACIFIC Corp., the largest cosmetics company in Korea, introduced Lolita Lempicka (L), the second perfume in its Lolita Lempicka line of perfumes, which takes up the fifth largest share of the perfume market in France, the company said recently.
In the second half of 2006, the company launched its marketing operations in Japan following its successful marketing launch in the United States earlier.
As a result, the company sold 234 billion won worth of its cosmetics products overseas in 2008, making the company step up its overseas operations, encouraged by the result.
The company focused on its operations in three major market countries such as the United States, France and China. In China, the company has been pushing the sale of the Laneige line of makeup and skin care products for young women based on a thorough marketing study. The company now sells its cosmetics products in 142 department stores in 37 cities in China.
The company was able to record positive performance figures in 2007, five years after its launch of operations in China and has been able to boost its profits every year thereafter.
The company said Lolita Lempicka has made substantial progress in sales in Europe with Paris as its operational base. The company has not only been producing the perfume brand in France, but also marketing it all over Europe.
AMOREPACIFIC has been focusing its marketing on the top-level cosmetics market in the United States. The company launched its operations in the North American country with its Beauty Gallery and Spa in the Soho district of New York in 2003 and has been running cosmetic sales outlets in 39 different locations in the country including such reputable department stores as Bergdorf Goodman and Neiman Marcus.
In Japan, the company secured a corner at Hankyu Department Store in Osaka in 2006 and Isetan Department Store in Shinjuku, Tokyo, to kick off its marketing offenses in the neighboring country.
AMOREPACIFIC plans to develop 10 mega cosmetic brands to grow to be listed among the top 10 cosmetics brands in the world and achieve $4 billion in annual sales by 2015 with more than 30 percent of the sales coming from overseas, Chairman Suh Kyung-bae said.
In order to meet the 2015 target, the company will speed up its marketing efforts in such areas as China, Singapore, Hong Kong and Taiwan, close to Korea and France, the gateway that cosmetics makers must pass through to be counted among the successful global cosmetics makers. With sustainable marketing efforts, some of their products should win the confidence of French customers.
AMOREPACIFIC envisioned a new beauty that combines Asian culture and Western technologies in perfect harmony. From its first hit brand ABC Pomade to its unparalleled oriental medicine-based Sulwhasoo and AMOREPACIFIC, a global brand that captures the essence of Asian values, AMOREPACIFIC’s spirit of challenge and creativity has reshaped Asia’s beauty. As a result, AMOREPACIFIC has, since its inception in 1945, been showered with love and trust from customers to become the most esteemed beauty company in Korea.
The company says that it is the customers who have made them what they are today. “Many say that the history of AMOREPACIFIC is a history of creating from the ground up, but we at AMOREPACIFIC have only endeavored to make your dreams of beauty come true. And now we are geared to create a culture of beauty together with customers around the world.”
AMOREPACIFIC wants to be thought of as the “Asian Beauty Creator” in the minds of global customers. In Asia, the company aspires to become one that realizes three billion Asians’ dreams of beauty, and furthermore, a company that unveils the essence of Asian beauty steeped in Asian cultures to customers across the world. nw

President Suh Kyung-bae of AMOREPACIFIC.

AMOREPACIFIC’s Beauty and Spa, the company’s shop exclusively selling its cosmetics including Lolita Lempicka, a perfume, in New York.