Amorepacific Expands into Oceania Market

Global beauty company Amorepacific Group is expanding its business in the Oceania market.

The Group launched Amorepacific, its global luxury flagship brand of the same name, exclusively via the Mecca retail channel on Oct. 2 following the successful debut of Laneige and Innisfree in the Australian market. Mecca is a leading beauty retailer with its own boutique channel .

Amorepacific entered 44 offline and online stores of luxury channel Mecca Cosmetica across Australia and New Zealand.

With the launch of its flagship brand, Amorepacific Group has expanded its business in Australian and New Zealand markets. It will continue to further ramp up its expansion into the Oceania region.

Launched in March 2018 exclusively via Sephora Australia, the company's global premium brand Laneige continues to build success with its very own Lip Sleeping Mask ranking top in the mask category through Sephora Australia, both online and offline. Laneige is also available in New Zealand via the Sephora online store. Moreover, global naturalism beauty brand Innisfree saw more than 400 customers line up at its first flagship store in Melbourne Central on the opening day in June and is receiving an enthusiastic response from an it's ever- increasing customer base. With Innisfree achieving results beyond expectation, it has opened its second store in Doncaster on October 5, with a third store opening by the end of this year, said the firm.

Amorepacific Group has been closely studying the Australia and New Zealand beauty markets and their customers for several years. Australia has an advanced market with a stable annual growth rate of 5% and average cosmetics spending per person ranked in the top five in the world. Australian and New Zealand customers are beauty conscious; taking great interest in global beauty trends and cosmetic ingredients. They also put a significant amount of time and effort into taking care of and protecting their skin against environmental factors in the region. In addition, their preference for natural makeup and healthy skin has led to a growing interest in K-beauty, said the firm.

Amorepacific Group established its Australia office in Melbourne earlier this year and named Caroline Dunlop as the general manager for the early settlement and success of business in the Oceania market. She e is a beauty business expert with a breadth of professional experience through global beauty companies and retailers.