Mamonde, the floral inspired beauty brand, recently expanded into Malaysia. Brand ambassador Park Shinhye attended the brand launch event "Flower Day" and met local fans, too. News Square met with Amorepacific Malaysia, which manages four brands in the local market: Sulwhasoo, LANEIGE, innisfree and Mamonde.

In Amorepacific Malaysia's 10-year history, Margaret Chin, the president of Amorepacific Malaysia, 50 office staff and 120 BAs are promoting Asian Beauty across Malaysia.

LANEIGE was the first Amorepacific brand to be launched in Malaysia and it accounts for the largest portion of the office's total sales. LANEIGE's distribution channels in Malaysia have much diversified over the years: it now operates in 29 department stores, six roadshops, 15 Sephora locations, home shopping and e-commerce sites. Outstanding product quality and exceptional marketing campaigns resulted in strong brand awareness, thus making LANEIGE one of the top seven beauty brands of Malaysia.

Sulwhasoo is Amorepacific Malaysia's sole luxury brand and its preparation for the December opening of its first roadshop is now in full swing. As a luxury brand, Sulwhasoo focuses on the high-end niche market and tries to promote the philosophy of holistic beauty. "Thanks to Sulwhasoo, Amorepacific Malaysia can serve diverse age groups from teenagers to the over 50s," said Chin, who notes that Sulwhasoo has been growing constantly since its launch and that it's now one of the top five brands in the luxury beauty category.

Since 2014, innisfree has opened four stores in Malaysia and the business has been very profitable. Last September, innisfree's My Cushion Event ended successfully with the release of a promotion video for My Cushion which featured local celebrities singing, which went viral in Malaysia. Through such customized marketing campaigns, innisfree is demonstrating its solid brand power.

"Malaysia, Truly Asia," the national slogan of Malaysia, captures its diverse cultures and religions. The office and stores consist of various ethnicities, such as native Malays, Malaysian Chinese and people from other ethnic groups. Margaret believes that having staff from diverse origins can help to understand different cultures of ASEAN countries thoroughly and thus contribute to Amorepacific's endeavors to grow in the area. For example, the Corporate Cushion Event was held in Penang, Malaysia on October 18. While the event drew major media from neighborhood ASEAN countries including Singapore and Thailand, Na Jungkyun, the head of ASEAN RHQ, and Chin introduced Amorepacific's exclusive research and development history of the cushion compact and related technology.

Even though about 50 staff in Amorepacific Malaysia belong to different brands and work areas, the pride and teamwork are beyond imagination. Last October, many staff from other brands joined the launch event of Mamonde to celebrate and support the Mamonde team, which at that stage was not yet fully resourced. Two sojourning employees from Korea are getting along with local employees well, creating a family-like feel at the office.

Amorepacific Malaysia is currently busy with holiday season marketing campaign. Preparing for Christmas, the busiest season of the year, involves differentiated marketing and sales strategies of each brand, and Amorepacific Malaysia is striving to close the year successfully and cheerfully. As ETUDE HOUSE will join Amorepacific Malaysia in 2017 to make it an office with all five global champion brands, we can expect a much brighter future for Amorepacific Malaysia.