Retail in Asia


Amorepacific expands its wellness business

South Korea’s cosmetics giant Amorepacific Corp. is expanding its business portfolio to wellness and dietary supplementary products amid greater health-consciousness and inner beauty demand.

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The health functional foods market that has rapidly grown from KRW 3.56 trillion (US$3.0 billion) in 2016 to KRW 4.98 trillion (US$4.2) last year is estimated to keep up growth to above KRW 5 trillion (US$4.2 billion) this year and KRW 25 trillion (US$21.1 billion) by 2030, according to the Korea Health Supplements Association.

Amorepacific’s wellness brand Vital Beautie has recently released “Super Collagen Essence,” an upgraded version of its best-selling product Super Collagen that has been recognised for its functionality in improving skin conditions for the first time in Korea by the Ministry of Food and Drug Safety in 2020. The drinking ampoule-type premium collagen has sold more than 70 million vials since the launch 11 years ago.

The upgraded version also raises expectation from female consumers after it sold more than 25,000 vials in a week during the pre-release on 22nd March. Amorepacific fielded actress Song Hye-kyo, ‘an icon of timeless beauty’ in Korea, as its brand ambassador to better appeal to more female consumers.

Another flagship product is “Meta Green Slim,’ a body fat management supplement with catechin whose main function is to help reduce body fat and blood cholesterol. Since the launch in 2012, more than 5 million boxes have been sold.

Riding on popularity of the health functional foods, Amorepacific is strengthening tailored service for customers with its newly developed product curating service My Vital Beautie. Based on survey results on a person’s eating habits, health troubles and lifestyle, a tailored health functional food is prescribed to the consumer.

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My Vital Beautie product subscription service was launched on 17th October. Users are able to choose the delivery period and date for their recommended products.

(Source: Pulse News)