Amorepacific Partners with BTS, Breaks Through US Beauty Barriers

Sold Out Collaboration Product in 5 Days
Average 10,000 Visitors per Day at Booth During Performance Period
High Interest from 2030 Generation in K-Content Success

[Asia Economy Reporter Lim Hye-sun] Amorepacific's 'Lip Sleeping Mask Purple Edition,' released in collaboration with BTS, sold out within five days of its launch on Sephora.com in the United States. Just one day after restocking, it became the number one selling product on Laneige.com in the U.S. During BTS's LA concert period, the Laneige booth attracted over 10,000 visitors daily, with sample products being widely discussed across various communities.

Amorepacific has been seeking to establish its presence in the North American market alongside the popularity of BTS and K-content such as Squid Game. The company noted that since the COVID-19 pandemic, consumer interest in the U.S. cosmetics market has shifted from flashy makeup to basic (skincare) products. With its advanced technology in basic cosmetics, Amorepacific has swiftly penetrated the market, elevating the status of 'K-Beauty.'

U.S. Basic Cosmetics Exports Surpass $300 Million

According to the Korea Customs Service on the 8th, exports of basic cosmetics to the U.S. from January to October amounted to $295.35 million. This figure has already exceeded last year's export amount ($231.85 million). It is also more than double the import value to the U.S. ($120.45 million). Compared to the export value before the COVID-19 outbreak in 2019, it has increased by 50%. Due to the rise in basic product exports, total cosmetic exports (perfumes, lotions, basic, color cosmetics, and nail products) to the U.S. reached $444.28 million, a 20% increase from last year.

Amorepacific's sales grew 17% year-on-year this year through the expansion of online and offline channels in the U.S. Laneige saw a sharp increase in sales after entering the new channel 'Sephora at Kohl's.' Sulwhasoo also diversified its channels by entering e-commerce platforms. Amorepacific's products such as 'Vintage Single Extract Essence' received high evaluations. This essence even became a bestseller at Sephora Canada.

35 Years Targeting the U.S. Market, Now Blossoming

Amorepacific's challenge in the North American market began in 1986 with the establishment of a local subsidiary in Los Angeles (LA). However, its customer base was limited to Korean expatriates, and it could not overcome this limitation.

Amorepacific aspired to become a 'global Korean brand' and introduced a new global corporate identity (CI) in 2002. It created the premium cosmetics brand Amorepacific and entered the luxury department store Bergdorf Goodman on New York's Fifth Avenue in September 2003. At that time, the vice president of Bergdorf Goodman highly praised Amorepacific's product 'Time Response Skin Renewal Cream,' calling it "a top product that lives up to the tradition Bergdorf Goodman has built," and personally wrote recommendation letters for VIP customers.

This product was also praised as the 'Rolls-Royce of anti-aging' on the famous U.S. entertainment program 'Extra' in 2010. However, it faced barriers due to its high price and low awareness of 'K-Beauty.'

As interest in basic cosmetics grew mainly among people in their 20s and 30s, Amorepacific targeted the market in 2018 by leading with the popular brand Laneige. The company emphasized Laneige's 'moisture functionality.' Laneige's branding aligned well with the U.S. environmentalist trend. Signature products such as 'Cream Skin' and 'Sleeping Mask' became successive hits.

An Amorepacific official said, "Although North America is still a market dominated by color cosmetics rather than basic skincare, interest in skin has recently increased, expanding the related market," adding, "We will expand our portfolio in the North American market to promote 'K-Beauty' to the global market."