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Established in 1945, Amore Pacific Corporation is South Koreas largest beauty & health

company with more than thirty brands of skin care, makeup, fragrance, hair care, oral care
and body care products. The brand portfolio also includes green tea. It started out as a small
family business selling hair oil made from camellia seeds in 1932.

Amore Pacific aims to become Asias number one beauty company and one of the worlds
top five beauty companies by 2020. The company aims to generate USD 12 billion in sales by
2020 with 51 percent coming from global markets compared to 21 percent at present.

In 2013, Amore Pacific ranked as the worlds 17th biggest cosmetics company in terms of
global sales. LOral was number one, followed by Unilever and Procter & Gamble.

Amore Pacific is the third-largest cosmetics company in Asia behind Japanese companies
Shiseido and Kao. Its gradual expansion in Asia is highlighted by an increase in its skincare
market share in China from 1.2 percent in 2007 to 2.6 percent in 2012, putting it above
Unilever and Johnson & Johnson, according to global research firm Euromonitor.

Amore Pacifics vision is to be thought of as the Asian Beauty Creator in the minds of
customers by providing total care beauty and health products.
https://www.youtube.com/watch?v=3sRobARAY1M
Brands Region

Asian brand for China, Hong Kong, Taiwan, Singapore, Malaysia, Thailand, Vietnam, and
Laneige
Indonesia.

Mamonde A new brand for Chinese customers offering Mamonde peach blossom cushion

Innisfree Primarily brand concept for Western markets (the Americas)

Etude House A brand for Asian countries like Singapore, Japan, Hong Kong, Thailand, China, Malaysia

Iope, Hera and


Brands mostly for China
Sulwhasoo

Lirikos Marine Energy A brand for Chinese online channels

Soon and Lirikos Brands for France and Europe

Hera Brand for USA


China and Asian France and Europe USA
Markets
Key Attraction Population of 1.3 bn: Considered home of Largest personal care
rising incomes cosmetics and market in size
important to gain strong
foothold in global beauty
industry
Relative Distance from Closer: Geographically Farthest: Very distant in Far: Distant but with
Korea and culturally closer to terms of geography, more linkages back to
Korea. Market growth consumer tastes, and Korea(diaspora) and
and development many market peculiarities. potentially higher regard
have some commonality Importance of for Asian products
with recent Korean fragmented relative to versus France
experience skincare
Present Market Position Small Position: Significant 2.7% share of Very Small position at
Refocused on middle of perfume market but is high end of market
market: Moved from this sustainable given
Shenyang to Shanghai limited perfume loyalty
Cultural Administrative Geographic Economic
China Close cultural ties, Colonial Rule Very close China is an emerging
including; Different Political and strong infrastructural links power
Korean Wave Economic Systems supporting China-Korea
Linguistic Similarities between China and Korea trade
Similar types of traditional but generally good Historic common land
medicine relations border
Common religious and
moral systems rooted in
Confucianism and
Buddhism
France Very distant cultures-very Limited Administrative Very far France richer and seeing
limited connections linkages only slow growth
USA Very distant cultures but Clos security cooperation Very far US richer and seeing only
more linkages due to since Korean War slow growth
presence of Korean and
other East Asian diasporas
in the USA, close military
and business ties
Brands Region

Asian brand for China, Hong Kong, Taiwan, Singapore, Malaysia, Thailand, Vietnam, and
Laneige
Indonesia.

Mamonde A new brand for Chinese customers offering Mamonde peach blossom cushion

Innisfree Primarily brand concept for Western markets (the Americas)

Etude House A brand for Asian countries like Singapore, Japan, Hong Kong, Thailand, China, Malaysia

Iope, Hera and


Brands mostly for China
Sulwhasoo

Lirikos Marine
A brand for Chinese online channels
Energy
Further Reading
Ghemawat, Knoop, Kiron,(2005), Amore Pacific: From Local to Global
Beauty, Harvard Business School
https://martinroll.com/resources/articles/branding/amorepacific-
korean-beauty-company-going-global
www.amorepacific.com