BEAUTY IN ASIA: AMOREPACIFIC
transformation to develop and implement an omni-digital loop at corporate level. As part of this effort, we are continuing to invest strongly in communication using digital platforms together with the expansion of ecommerce channels. This will allow our customers easy access to our brands beyond Korea, across Asia, North America and Australia. Now that offline operations are restricted this year, we believe that online touchpoints will become increasingly more important for brand promotion and communication with customers.
Influencers in Asia play a huge role for your brands in duty free and travel retail. Can you tell us which brands this remains most important for? Influencers have a significant impact across every segment of the global beauty market these days, from luxury to premium brands. We also work with top beauty influencers for brand promotions in the travel retail channel. For instance, we hosted the Mega Beauty Show last September in collaboration with Shinsegae Duty Free (Myeongdong) in Korea, providing all visitors with an opportunity to experience our star brands including Sulwhasoo, Hera and Primera. The Beauty Show included a talk-
show featuring beauty wanghong (Chinese influencer) Niniko – who has over one million followers – and our luxury brand’s makeup artist who shared their makeup tips and tricks. The show was live streamed via social media and received more than 20 million views from around the world, from people tuning in to watch the show on Niniko’s Yizhibo channel (Chinese live streaming platform).
Can you tell us if you have identified any new beauty trends/ preferences/demands
that
Amorepacific hopes to address moving forward? New technology will shape the global beauty market in the coming years. Beauty brands are turning to artificial intelligence (AI), augmented reality (AR) and advanced digital technologies to deliver innovative
MAY 2020
personalised experiences in store, at home and online for customers. To keep up with this trend, one of
our brands, Iope, has introduced a tailored 3D Face Mask Service, which is used to make mask packs tailored to the face shape and skin conditions of each individual. It also won an Innovation Award at the Consumer Electronics Show 2020. Another emerging trend is beauty devices for professional-level skincare at home. Our home beauty device brand Makeon is taking the lead in this category. It has introduced a wide range of at-home beauty devices including the smart total skincare device ‘Skin Light Therapy’, using LED and micro-currents for skin hydration, brightening and firming.
Are there any particular demands from travel retailers that you are trying to address? This could be to do with packaging, product selection, merchandising units etc. The demand of travel retailers depends on the needs of the customers. For example, they may ask for fancier packaging when there are many customers buying products as gifts. Sulwhasoo 2020 Spring Collection Cushion Duo Set with its beautiful embroidered pattern of plum blossoms and butterflies in collaboration with art studio Antoinette Poisson in Paris comes in a special limited edition embroidered pouch and is a good example of how we answer this demand. However, they are often more
interested in price when there are more customers who want to buy on-the-go products or something they use every day. What this means is that it is important to provide a wider variety of options for skincare products at reasonable prices. For this reason, our skincare sets including Laneige Water Sleeping Mask Duo, Eye Sleeping Mask Duo and Lip Sleeping Mask Set are doing well in the market.
Can you tell us how big a role sustainability plays in your future duty free & travel retail strategy? Sustainable products and green packaging are an emerging trend across all retail channels.
Amorepacific, Korea’s leading beauty company, won an Innovation Award for its 3D Face Mask printing system (IOPE Tailored 3D Mask) at CES 2020.
Every country is working toward sustainability and tightening relevant regulations. In particular, Korea has implemented stricter controls on packaging, which also apply to the types of material used. To keep up with new regulation, our brands are reducing the size of their packaging and using paper instead of PVC among other initiatives.
Finally, can you tell us how your previous success at the consumer-voted Travel Retail Awards has helped those winning products to succeed in the channel? We are promoting our Travel Retail Award winners – Sulwhasoo Perfecting Cushion, Laneige Water Sleeping Mask and Skin Veil Base – in travel retail outlets around the world and actively communicating with customers. The Travel Retail Awards are important because they are consumer-voted. We were impressed by the trust our customers [had for these accolades] and their great interest in our products. This year again, we will continue to do the best we can and win their recognition for our innovative products. «
“To keep up with new regulation, our brands are reducing the size of their packaging and using paper instead of PVC among other initiatives.”
David Park, Amorepacific
TRBUSINESS 81
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