Please introduce yourself.
Hello, my name is Hayeon Kim, and I joined Amorepacific as a Happy Bath BM in 2020 and currently work as a head of the Body & Dental Division. Before joining Amorepacific, I worked as a marketer responsible for body care products at Johnson & Johnson. Since then, I have been growing as a daily beauty expert with Amorepacific.

What do you consider are the characteristics of the daily beauty market and customers?
The daily beauty market has the characteristic that brand messages are well conveyed to customers because customers themselves have an interest and search for products. On the other hand, it is a market where price competitiveness becomes important once a certain level of quality is guaranteed in the area of household and daily goods. Therefore, it is important to add extra value to the brand to be somewhat free from price competition. Currently, the daily beauty market is led by two segments with premium brands with well-established brand value and low-price brands that attract customers with ultra-low prices.

If so, how does Amorepacific capture daily beauty customers?
In Amorepacific's Body & Dental Division, we are creating premium brand value based on an unwavering commitment to quality, with superior product power. As a result, we have been able to cultivate premium body and dental brands over the past few years, and these brands are currently leading qualitative growth. Among them, the brand Illiyoon achieved the No. 1 sales in the entire body care category at OLIVE YOUNG¹⁾ for three consecutive years and was selected as the No. 1 body care brand in the Korean market by Euromonitor in 2023, achieving remarkable results.

1) Olive Young: Korea's leading Health & Beauty platform 

Tell us about your vision and plans for the future.
In the future, our Body & Dental Division will continue to enhance brand value in the Korean market and focus more on global expansion. Starting with Taiwan and ASEAN countries, we plan to enter the US market in the future and promote our brands in the global market. We ask for your continued support and love.