Pure Beauty

AmorePacific steps into the US

Published: 8-May-2014

Cosmetics maker to expand overseas with focus on Laneige brand

AmorePacific, South Korea’s leading cosmetics maker, is expanding overseas, particularly with its brand Laneige in the US. Laneige is the firm’s flagship brand and provides high end moisturising products. So far, AmorePacific has grown Laneige by establishing local subsidiaries in Asian countries. However, this expansion to the US is different in that it will market its products at premium retailers.

The US expansion for Laneige started in March at Target, the second-largest American discount retailer, where it is sold in the premium cosmetics section of some 400 Target stores. AmorePacific plans to increase that to about 750 this year. The firm began by introducing Laneige BB Cushion, a compact foundation. It plans to increase brand awareness by introducing products tailored to the preferences of the US market.

The move to the US is a step toward AmorePacific’s goal to make more than half of its sales in other countries. It first introduced Laneige overseas in Hong Kong in April 2002 and has since expanded to other Asian markets, including China, Singapore Vietnam, Taiwan, Thailand, Malaysia and Indonesia. Laneige sold KRW400bn last year. AmorePacific expects this will increase to KRW500bn this year.

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