Amorepacific takes Laneige into the UK and the Middle East

(Source: Bigstock)

Amorepacific, Laneige’s South Korean parent company, intends to expand its portfolio into overseas markets including the UK and the Middle East. 

The company has already established a presence in North America with its Laneige, Sulwhasoo, and Innisfree brands and has reported that sales in the region increased by 80 per cent during the first quarter of this year. Growth was attributed to developing e-commerce channels as well as through retail chains such as Sephora. 

The company also made a market investment by acquiring the luxury clean beauty brand Tata Harper last year. 

“The North American and European markets are a hotbed for global beauty brands,” said Jinpyo Lee, chief strategy officer at Amorepacific Group. “The growth of Amorepacific’s brands in these markets shows that local customers recognise our efforts in investing in natural ingredients and R&D for more than 70 years.”

In the UK, the company the business teamed with Space NK, a luxury beauty multi-store, to launch its Laneige brand at the end of last month. Space NK is a luxury skincare, cosmetics, perfume, and hair care boutique with 72 outlets in the UK and Ireland.

“Prior to our official launch, Laneige was featured on Cult Beauty, Look Fantastic, and Beauty Bay, e-commerce platforms specialising in beauty in the UK, and we were able to see the strong interest from local customers,” added Lee. 

Amorepacific was also responsible for Laneige’s initial debut in the Middle East through a relationship with Sephora. Laneige products are now available in Sephora stores in the UAE and four Gulf Cooperation Council countries (Saudi Arabia, Kuwait, Qatar, and Bahrain). To raise brand awareness, the Sephora store at Dubai Mall in the UAE will feature launch products on huge electronic boards in May.

In 2018, Amorepacific opened its first Innisfree and Laneige stores in the Philippines, ramping up its Asean expansion. 

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