AmorePacific is renewing its focus on its flagship Laneige and Sulwhasoo brands at the TFWA World Exhibition this month (stand number: Golde Village GO14), as it prepares for further expansion of its other brands in Asia.
The Korean cosmetics powerhouse is returning to Cannes following its debut appearance last year, in partnership with its managing agent in Asian travel retail Jonathan Holland & Associates (JH&A). The 2012 TFWA show saw the company introducing Laneige and Sulwhasoo to the global duty free and travel retail market, leveraging on their stronghold in their native South Korea.
This year, AmorePacific’s goals include reinforcing the brand awareness and international exposure of Laneige and Sulwhasoo, as well as meeting with its existing business partners to discuss plans for 2014.
Seeking new business opportunities is also on the agenda, the company said. “We are definitely ready to meet with new potential business partners to introduce not only our strong brands [Laneige and Sulwhasoo] but also some other brands that we are planning to launch in the near future,” AmorePacific International Travel Retail Division Vice President Joe Park told The Moodie Report.
These brands include Mamonde, which already has a presence in China with China Duty Free Group (CDFG); as well as Etude House and Innisfree, which will be opening counters in CDFG’s Haitang Bay International Shopping Complex on Hainan Island by the end of the year (AmorePacific already has a presence in CDFG’s Sanya store). “We are also considering exhibiting these brands in the years to come,” Park revealed.
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New travel retail exclusive sets from Laneige include (clockwise from top) Laneige Water Bank Cream Set, Laneige Water Bank Mist Trio and Laneige Multi Cleanser Duo | |
Recent months have seen a slew of airport counter openings across Asia, a development which Park hopes will “work as a bridge for our business to go farther to the USA and Europe in the near future”.
Laneige was launched in Thailand Don Mueang International Airport in January and Taiwan Taoyuan International Airport in April. Both Laneige and Sulwhasoo were launched in Lotte Duty Free’s first downtown duty free store in Jakarta in June; the following month saw Laneige being launched with the Korean travel retailer at A.B. Won Pat International Airport in Guam.
Laneige continued its growth momentum with a breakthrough in the Middle East, opening its first counter in Dubai International Airport in March and the second in September.
The growth of the two flagship brands has been fueled by several new launches. For Laneige, AmorePacific recently introduced the new Original Essence, Sunblock Supreme, Water Bank Mist Trio Set, Cleansing Duo Set and Water Bank Moisture Cream Set. New products from Sulwhasoo, the ultra-premium Korean herbal medicine cosmetics line, include the Perfecting Cushion, Luminature Essential Finisher, Essential Trio Set, Lumitouch Lipcare Trio Set, and Essential Rejuvenating Eye Cream Duo.
The launch of these novelties was supported by digital advertising campaigns at Hong Kong International Airport (HKIA) and Singapore Changi Airport throughout August.
“Moreover, we ran a promotional gondola for our travel retail sets at the Sulwhasoo and Laneige counters in HKIA and Changi in August and September respectively in order to boost the sales,” Park said.
“We are also preparing some promotional plans targeting Chinese tour groups in the fourth quarter of this year,” he added.
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New travel retail exclusives from Sulwhasoo include (clockwise from top left) Essential Lipcare Trio, Sulwhasoo Rejuvenating Eye Cream Duo and Sulwhasoo Essential Trio Set |
