Hera Opens in China

With Hera, Amorepacific is moving into China by opening two store counters in Beijing’s upscale department stores. The first counter, at  Shin Kong Place, opened on July 1 with the second slated to open in Hanguang on July 28.
 
Amorepacific contends Hera has been garnering overwhelming reception across Asia prior to this launch. Chinese customers account for 67% of Hera’s duty-free sales in Korea, recording an annual growth of more than 50% in 2015. In online channels, the brand’s UV Mist Cushion alone recorded more than 160,000 search clicks per year on the China’s major online marketplace Taobao. In Hong Kong, Hera launched a pop up store in August 2015 at the T Galleria by DFS and is currently operating four stores in Hong Kong, having turned its pop-up stores into permanent ones in April 2016.
 
“Having created fundamental K-beauty values, Hera created a sophisticated culture around our vision of modern Korean women, namely 'Seoulista'” said Eunim Lee, senior vice president of Hera division at Amorepacific. “I am convinced that our brand will resonate with Chinese customers. Through innovative products that perfect radiant skin, Hera aims to establish itself as the leading beauty brand in China.”
 
Hera seeks to expand its market presence in China by opening a total of eight stores in upscale department stores in major Chinese cities by the end of the year.
 
To enhance brand accessibility, Hera will employ an omni-channel strategy and open a user-friendly brand website for Chinese customers in addition to the offline stores.