Yoonjo Essence Achieves Single Product Sales of 3 Trillion Won... MZ Generation Marketing to Begin in Earnest
IOPE Retinol to Be Fully Developed... Will Set Standards for Wrinkle Improvement Cosmetics with High-Concentration Products
[Asia Economy Reporter Lee Seon-ae] Amorepacific is implementing a strategy that prominently features its three major flagship products, including 'Yoonjo Essence,' which has surpassed cumulative sales of 3 trillion won. On the 21st, Amorepacific announced plans to expand the competitiveness of individual products centered on its three main products: 'Yoonjo Essence,' 'Neo Cushion,' and 'Retinol.' Until now, the company had pursued a brand-centered marketing strategy focusing on Sulwhasoo, IOPE, and Laneige, but going forward, it intends to brand individual products themselves.
5th Generation 'Yoonjo Essence' Targets MZ Generation
Among the cosmetics Amorepacific has introduced so far, Yoonjo Essence is the first single product?not a single brand?to record cumulative sales of 3 trillion won. Since its first launch in 1997, more than 35 million bottles have been sold as of August this year. After reaching 1 trillion won in cumulative sales in 2014, it surpassed 2 trillion won in 2017 and exceeded 3 trillion won last month.
Amorepacific plans to expand the popularity of Yoonjo Essence, which has been favored mainly by middle-aged and older consumers, to the MZ generation (Millennials + Generation Z). They will develop small-sized exclusive products to lower the entry barrier and expand domestic and international sales channels focusing on the online market. On the first day of introducing the 5th generation Yoonjo Essence on China's Tmall, 1.53 million visitors came to the Sulwhasoo Tmall page?ten times more than usual. The live broadcast hosted by famous Wanghong (influencer) 'Weiya' attracted up to 26 million viewers. In Thailand, Hong Kong, Singapore, Taiwan, Malaysia, and Indonesia, they are actively targeting the market by presenting live commerce and digital content tailored to local trends.
'Neo Cushion' Technology Upgraded
Amorepacific is also focusing on 'Neo Cushion,' which incorporates differentiated technology. Unlike existing cushions, they developed a 'one-touch spinning refill' method that allows refills to be replaced simply by twisting, enhancing convenience. The technology was upgraded to include 'Humid Defense' and 'Strong Fixer Coverage' technologies that maintain makeup even in 40-degree sauna environments. Gaining a reputation as a cushion that does not easily transfer even when wearing masks, 'Neo Cushion' sold 20,000 units within two weeks of launch, 40,000 units in one month, 100,000 units after six weeks, and 120,000 units within two months. It ranked first in sales on Naver Beauty Window, enjoying sensational popularity. Recently, a limited edition was released in collaboration with 'Joseph & Stacey.' The limited edition sold out 4,200 sets in just three days, becoming a hot topic.
Introducing High-Concentration Retinol
IOPE is also actively nurturing its 'Retinol' line. The company has ambitious intentions to set a new standard for wrinkle-improving cosmetics. The new product, 'IOPE Retinol Expert 0.1%,' contains a high concentration of retinol?130% compared to existing retinol products. An IOPE official explained, "We use a container with an oxygen-blocking system to maintain effectiveness until the last drop after opening, and with improved stabilization technology, we have fully incorporated retinol into the product." They added, "Based on this technology, 20 billion won worth of products were sold within eight months of launch." Since June, IOPE has been offering a subscription delivery service on Aritaum Mall, and from August, the 11th of every month has been designated as Retinol Day, providing various customer benefits when purchasing the product.
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