1 Creating Educational Guidelines for Thailand

The term ‘opening momentum’ is often used in retail, and we had high expectations when HERA entered the market. We hoped ‘our careful planning and effort would yield positive results.’ As HERA positioned itself as a ‘luxury makeup brand,’ developing comprehensive service guidelines and makeup manuals became crucial. While indie brands’ relatively lower price points might encourage impulse purchases, luxury products require more deliberate consideration from customers. I conducted firsthand market research at Thai department stores to understand the local service landscape. ‘Chanel’ stood out to me as a makeup artist among various brands—their service manual maintains remarkable consistency across Korea, Thailand, Japan, and other markets.

What defines a luxury brand? Is it merely about courtesy? I believe ‘the key criterion is whether the brand delivers consistent service domestically and internationally, following the same manual and standards across all markets.’ How do we achieve this ‘consistency’? Education forms the foundation. Understanding each country’s characteristics is essential while implementing the headquarters’ unified service vision through localization. Particularly at this initial stage of introducing HERA’s ‘Seoul Beauty’ concept, we determined that all local BXs should share a unified understanding of ‘HERA’s persona.’ After all, while excellent products and marketing are essential, it’s no exaggeration to say that the expertise of BXs, who directly interact with customers, ultimately shapes the brand’s image.

As a makeup artist, I plan to revise our global service manuals for local markets continuously. Believing in the importance of fundamental research, I regularly review credible academic papers. One study emphasizes that effective Korean language education in Thailand requires meaningful exposure to ‘Korean culture.’ Based on this insight, we decided to incorporate the concept of ‘personal color analysis’—familiar to Korean customers—into our Thai service guide. This approach involves applying the guidelines developed by our Makeup Pro Team for domestic new product classes and Japanese makeup classes to the Thai market. The personal color trend aligns with the growing demand for personalization, as customers increasingly seek products that precisely match their individual needs, requiring more sophisticated criteria for cosmetic purchases. We’re committed to building on HERA’s current success—ranking 4th at EVEANDBOY Mega Bangna and 10th at Asok—through careful planning and implementation.

2 Unexpected Customer Demographics for HERA in Thailand

We discovered a surprisingly high proportion of Western and Middle Eastern customers at Thailand’s major shopping destinations like Central Chidlom and Siam Paragon. We see this multicultural interest in Seoul Beauty within a single market as a valuable opportunity. To cater to Middle Eastern customers, who typically appreciate gold-themed products, we incorporated HERA SIGNIA products into our service standards for the skincare step. Additionally, we’ve leveraged the advantage of family-oriented vacation patterns—when customers like a product, they often recommend it to family members, leading to repeat purchases and visits. Pattaya, a resort town about two hours from Bangkok, frequently attracts Western tourists, presenting another opportunity to reach diverse potential customers. With our upcoming expansion to EVEANDBOY in Pattaya, we anticipate creating new opportunities in this market.

3 Thailand’s Intriguing Approach to Cosmetics Sales

Thai beauty shops feature a surprising product category: ‘mini-sized products.’ According to Sujin Oh from HERA’s GTM team (who also manages social media accounts for Thai-Korean residents!), Thai customers often opt for mini-sized products when full-sized versions seem costly while still experiencing the satisfaction of using the brand. This represents an interesting shift in perspective. Given the wide variety of products available, this purchasing behavior might stem from customers’ desire to sample products in smaller sizes before committing to full-sized versions.

4 Discovering TIRTIR Cushion in Thailand

I visited TIRTIR’s popup event at EVEANDBOY Siam Square One. While the space and display were minimal for a popup, they showcased all 40 color shades. Unlike Thai beauty brands, which typically create the illusion of more SKUs by duplicating color displays, TIRTIR distinctly presented each unique shade. Creating very deep shades suitable for customers with darker skin tones presents a significant challenge. As I considered how a broad color spectrum is key to global expansion, seeing TIRTIR’s approach reinforced my commitment to expanding HERA Custom Match’s reach even further.

5 Discovering Local Amorepacific Brands!

It was profoundly moving to see our company’s products in Thailand. The feeling reminded me of my time in New York when I first saw Samsung and LG billboards in Times Square—that moment of pride that made me think, “I do love this company.” While perhaps not as grandiose as Times Square, seeing our presence in prominent international MBS channels filled me with pride for our members’ hard work.

While managing HERA brand training and store operations locally, I regularly monitored other brands’ tester maintenance and inventory status. During my visits to EVEANDBOY, I checked samples from innisfree, ETUDE, Sulwhasoo, LANEIGE, and COSRX. I was delighted to find their testers remarkably well-maintained—after all, well-kept testers encourage product trials!

6 Finding Pride in Unexpected Places!

We created a photo zone featuring a sizeable cushion-shaped structure during HERA’s popup event. Later, while conducting competitor research at BEAUTRIUM, I was secretly pleased to discover a similar photo zone setup by HER HYNESS, a local Thai brand. I wondered, “Did they find our marketing approach appealing?” This was tangible evidence of HERA’s growing recognition in Thailand. While developing makeup routines, I hope to convey not just Seoul Beauty’s makeup results but also Korean sensibilities, marketing approaches, and cultural elements. My aim extends beyond mere product consumption—I want our diverse Amorepacific products to inspire visits to Korea. As K-beauty gains international prominence, C-beauty (Chinese beauty) is also emerging. However, we differ from both J-beauty and C-beauty. While Japanese magazines and Chinese makeup are beautiful in their own right, Seoul Beauty possesses a distinct foundation of subtle elegance and natural beauty. It’s like traditional Korean ink paintings on white hanji (Korean paper)—conveying strength while expressing sophisticated Korean sensibilities. Attending quarterly performance meetings with the HERA Division reinforces my sense of responsibility as a team member.

7 Special Thailand Content Project

Moving forward, HERA will continue to promote Korean beauty in Thailand actively. Together with our HQ Thailand team members and leaders, local BXs, and corporate representatives, we’re committed to creating synergy for continued brand growth!