Published : 2013-03-18 20:00
Updated : 2013-03-18 20:00
Sulwhasoo is AmorePacific’s high-end, herbal-based cosmetics lineup. The priciest among the products released by the cosmetics maker, Sulwhasoo lines the boutiques at premium department stores around the world, including in the U.S., China, Hong Kong and Singapore.
LANEIGE, which gets its name from the French for “snow,” is AmorePacific’s hit brand in the Asian region, particularly in China, Singapore, Taiwan and Thailand ― emerging nations where the demand for Korean cosmetics, known for their high quality and affordable prices, is skyrocketing.
Notably, Laneige’s sales in Singapore grew 111 percent annually last year, while in Malaysia it saw 64 percent growth on-year.
Lolita Lempicka, a perfume brand, was AmorePacific’s key to unlocking the hearts of the French people. Launched in 1997, the brand drew an almost 1 percent market share after less than two years in France. It now enjoys widespread popularity, and the success of Lolita Lempicka led to an award for chairman Suh in 2003, from the mayor of Paris at the time.
This particular brand spawned two additional hits, the L de Lolita Lempicka and the Si Lolita Lempicka.
Mamonde is another key AmorePacific brand that was once a bestseller in Korea before going on to become a popular item in China. Mamonde, known for mostly BB creams and other related salves, is being sold in 2,500 cosmetic chain stores and 900 department stores in some 200 cities in China. AmorePacific plans to further enhance the image and sales of Mamonde in China by catering to Chinese needs.
Etude is among the lowest-end products rolled by AmorePacific, but seen as quite affordable and accessible, with many of the younger generation showing a high preference for Etude products that usually come in vibrant colors and packaging. In Hong Kong, where Etude entered with its first store in 2012, up to 20,000 Etude fans showed up at the launch. On that day alone, the store rang up over 50 million won ($45,000) in sales. Three months later, AmorePacific opened a second store to add to the growing fandom of Etude.