Making the announcement on 14th March 2018, Amorepacific revealed that the Group’s global premium brand, Laneige has entered all Sephora stores across Australia.
Amorepacific’s international premium name, Laneige, enters the Australian market via Sephora’s physical stores and online website.
Utilising its research on water, the brand's entry into Australia through products including Water Sleeping Mask, Water Bank Essence and Lip Sleeping Mask, follows Sephora’s arrival in the US in 2017.
In addition, the K-beauty pioneering company will spread its Korean-inspired product collection throughout the Australian beauty sector.
Hailed as one of the globe’s largest beauty company, and Korea's biggest, Amorepacific has been established for 73 years. To represent its long-standing entry, Amorepacific celebrated its “third era” in November 2017 by setting up its new headquarters in Yongsan, Seoul, South Korea.
Australia beauty market research
In recent years, Amorepacific has reviewed the advanced beauty market in Australia and its buyers. Its study showed that Australian customers are especially beauty conscious and pay careful attention to worldwide industry trends and innovation.
Cutting-edge developments focusing on product launches that protect against strong UV rays and other environmental factors that may cause skin damage are of particular interest to consumers. K-beauty interest is also strong as beauty buyers prefer to opt for the natural make up appearance displaying healthy skin.
Initial entry steps
In preparation for its entry into the Australian market, Amorepacific set up its office in Melbourne, Australia, earlier in 2017. After Laneige’s emergence onto the Australian beauty market, the company’s luxury household name, Amorepacific, and eco-friendly and natural name, innisfree, plan to launch later in 2018 to communicate and boost its Asian beauty message.
"I am both pleased and proud to be the first General Manager of the Australian office of global beauty leader, Amorepacific Group," highlighted Caroline Dunlop, General Manager, Amorepacific Australia.
"We are looking forward to working with Sephora, our first partner in Australia after our joint success in North America. Our journey of beauty in Australia will begin with the launch of Laneige and as we progress, we will continue to present many unique brand experiences to local customers,” Dunlop added.