Retail in Asia


Amorepacific ramps up US and Japanese expansion

With its flagship brand Laneige, South Korean cosmetics giant Amorepacific is rapidly expanding in the US and Japanese markets in hopes of repeating its early 2000s success in China and Southeast Asia.

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From 2019 to 2021, Laneige’s North American revenue increased by 47.6 percent. This year, revenues from the region are expected to more than double. On Amazon’s Prime Day, July 12 and 13, Laneige’s sales also topped the Beauty & Personal Care category, becoming one of the best-selling brands on the e-commerce platform giant.

Source: Amorepacific

Laneige’s lip and cushion products have been popular products contributing to its recent success. Its flagship product, Lip Sleeping Mask, was the best-selling item in its category, followed by Lip Glowy Balm. The Neo Cushion, launched in 2020, is another flagship item that has sold 3.4 million units.

Laneige has announced its first official entry into Japan with the opening of its first flagship store in Harajuku Station in front of @cosme TOKYO, the country’s largest cosmetics and beauty platform.

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“Laneige’s success during Amazon Prime Day was made possible by North American customers recognizing the high quality and the creativeness of our products,” said Laneige’s GTM Division Chief Noh Eun-suk. He added, “in order to meet the high demand among Japanese consumers, the company plans to launch more of its products in Japan.”