Crafting Elegance: Amorepacific's Innovative Approach to Cosmetic Marketing

Young Won Park () and Paul Hong ()
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Young Won Park: Saitama University
Paul Hong: The University of Toledo

Chapter Chapter 10 in Cosmetics Marketing Strategy in the Era of the Digital Ecosystem, 2024, pp 173-185 from Springer

Abstract: Abstract This chapter, “Crafting Elegance: Amorepacific's Innovative Approach to Cosmetic Marketing,” highlights the journey and strategies of Amorepacific, a leading Korean cosmetic company renowned for its innovation and global influence in promoting K-beauty. The company, which originated as Pacific before rebranding, has played a pivotal role in shaping the global cosmetics industry. With a workforce of over 5,000 and significant annual revenues, the company's primary income stems from its cosmetic products, contributing to 88.63% of its sales. The historical evolution of Amorepacific is marked by its expansion into various cosmetic and non-cosmetic ventures, significant restructuring in the 1990s, and strategic focus on digital and global marketing. The construction of their headquarters in 2017 and the development of Amorepacific Group in 2011 underscore their commitment to growth and innovation. The brand strategy centers around a diverse range of cosmetic and household products, with a special focus on Asian Beauty. The company's wordmark symbolizes the harmony of contrasts, encompassing the philosophy of blending outer and inner beauty, tradition and innovation, reason and emotion, nature and science. Its marketing strategies have been customer-centric since its inception, with significant developments like the first beauty counseling room in South Korea and the pioneering of door-to-door sales system. Despite recent challenges in the Chinese market and duty-free sales due to the COVID-19 pandemic, Amorepacific continues to explore new growth engines and diversify its brand sales channels. The company's focus is now on premium brands and expanding in various overseas markets. The commitment to digital transformation and customer-centric approaches is evident in its latest digital marketing strategies and innovative ventures, including explorations into the metaverse and Web3 projects. Despite facing operational challenges, Amorepacific remains focused on recovering growth and maintaining its stature in the global beauty industry.

Date: 2024
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DOI: 10.1007/978-981-97-3674-4_10

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