Laneige is one of the flagship brands owned by Amore Pacific, Korea’s biggest cosmetics company. Since Laneige was launched in 1993, the cosmetic brand has become popular in Korea and other Asian countries. Amore Pacific expanded globally but has different strategies and Laneige is the most universal brand in many countries like United States, China, Hong Kong and other Asian nations.
Laneige has recently established itself as a specialized skincare brand that keeps the skin soft, supple and healthy based on its unique Water Science system. Specially formulated to manage the skin’s moisture levels, this patented system delivers a constant supply of moisture deep into the skin for maximum absorption, circulation and retention.
This special technology also contains Vita-Mineral Nano Water, which increases collagen and keratin to enhance the skin’s renewal process. Penetrating deep within skin cells, it recovers new cells that are fresher, clearer and healthier. Laneige’s Water Science technology is applied to all its skincare and make-up products for skin that is kept hydrated and beautiful.
Released in 2010, Laneige Water Bank Essence is one of the most popular items in department stores, duty-free shops and Laneige branch stores in Korea.
The long-lasting moisture essence contains mineral water for skin regeneration and water pump system for moisture circulation to retain skin moisture and to leave the skin moisturized and smooth. It dampens the skin with ample moisture and forms a natural moisture barrier on the skin surface to protect the moisture that is in the skin.
The Water Bank Essence contains chestnut extracts and seaweed extracts to enhance keratin turnover to fight roughness and energize the skin for a smooth and healthy texture. In addition, Laneige Water Sleeping Pack EX has constantly maintained its position as a steady-seller since it was released in 2002. More than one million units have been sold worldwide in 2010 alone. The key to thesuccess of this product lies in the excellent moisturizing quality. The light gel-type texture provides moisture without stickiness.
With the antioxidant effect of Hunza Apricot extracts, the product helps brighten skin tone by removing harmful oxygen and purifying skin. Also, Recoverine from Chestnuts promotes elimination of horny layers to remove dead cells away for vigorous water supply and sleek skin texture. An aromatic essence compound exclusively developed by Amore Pacific, Sleep scent helps to relax the mind and body and ensure a decent sleep and good skin condition.
With more than 15 cosmetics brands, including the luxury brand Sulwhasoo, Laneige and Mamonde, Amore Pacific has been a pioneer in the Korean cosmetics industry. It was the first company in Korea to establish cosmetics research and development centers in 1954.
Amore Pacific was also the first company in Korea to introduce new cosmetics by launching a herbal line cosmetics brand, Sulwhasoo, in 1997. Initially, the release of the herbal line cosmetics brand created a stir at that time when many people bought it on the basis that cosmetic goods should adhere to the Western style and technology originated from global cosmetics makers.
Sulwhasoo was a great success, becoming one of the best-selling brands in the nation and making successful inroads into the overseas markets, including China and the United States. Sulwhasoo’s success led some other local cosmetics firms to produce similar items.
In 2004, Sulwhasoo entered the Hong Kong market, and a Sulwhasoo store opened in the U.S. department store Bergdorf Goodman in New York City in 2010 and entered the Chinese market this year.
Amore Pacific has seen success in China with its Laneige and Mamonde brands. Laneige and Mamonde, until now the firm’s two main brands in China, grew 25% and 46% in sales, respectively.
Amore Pacific sets its vision to become one of the top-10 global cosmetics firms in the near future. In August 2011, the brand made its American debut, opening its first U.S. shop at Bergdorf Goodman in New York, and Sulwhasoo already has seven locations in Hong Kong ? a popular cosmetics-buying spot for Chinese tourists.
For its mainland China rollout, Sulwhasoo plans to get its full product lineup at an as-yet-unnamed “exclusive department store in mainland China,” and is shooting for March 2011 as the target date for its debut.
While Amore Pacific already has an impressive foothold in China, with Laneige sold in nearly 200 department stores throughout the country and the Mamonde available at nearly 400 department stores.
● Amore Pacific
181, Hangang-ro 2-ga, Yongsan-gu, Seoul, Korea
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