The Taiwanese market is a highly mature market, as it opened its doors to many Japanese and global brands comparatively early. And, in this context, our challenge is to build a more favorable image of our brands and be more active in delivering quality and beneficial products. AMOREPACIFIC Taiwan from last year to the beginning of this year offers a blueprint for the future operations of AMOREPACIFIC Group in Taiwan based on the market survey project.

AMOREPACIFIC Taiwan plans to first secure customers in the department store channel through the widespread presence of Sulwhasoo counters and, second, focus on roadside shop operations with innisfree as the medium. At the same time, it is gearing up for Omni-channel-oriented operation, with its long-term sights set on the fast growing online market.

"Taiwanese customers are highly sensitive and receptive to the latest Korean beauty trends. For instance, when Sulwhasoo Perfecting Cushion was launched in February, it quickly went viral after being championed by power bloggers," said Paul Lee from AMOREPACIFIC Taiwan.
And, indeed, AMOREPACIFIC Taiwan plans and holds various experience-focused events that help promote customer satisfaction with products in a prompt manner, such as Mini Facial Care and Spa, in order to meet the needs of Taiwanese customers. Such events are quickly spread to more customers through social media. With Taiwanese customers being as particular about the beauty products they use as they are interested in the range of products available in the market, AMOREPACIFIC Taiwan not only launches competitive products, but also continues to work on new promotions in order to keep customers engaged.

Based on its strategy of expanding business through local agents, ETUDE HOUSE made its debut in the Taiwanese market in March 2009, when it signed a contract with an agent in Taiwan. Then, in April 2009, it opened its first store in Ximending (西門町), Taipei. As of February 2015, it operates 26 stores in Taiwan.

"With Hallyu (the rising popularity of K-pop culture) in Taiwan, K-beauty brands are growing ever more popular. ETUDE HOUSE is doing its utmost to make the princess fantasy of women in Taiwan comes true. And Taiwanese customers are taking great interest in the unique brand concept of ETUDE HOUSE," said Marx Noh from the ETUDE HOUSE Global Sales Team on secondment in Taiwan.

ETUDE HOUSE has succeeded in reaching a wide customer base, from teens to those in their late 30s, bringing new delight to Taiwanese customers highly interested in something new through the constant launch of new products and fresh promotions. ETUDE HOUSE showcases its new products in Taiwan following their launch in Korea and benchmarks the superb promotions run in Korea in order to enhance its presence in the Taiwanese market.

In Taiwan, people crave products that are 'new.' This is one of the reasons that the innovative Cushion products of AMOREPACIFIC Group have been such tremendous hits. LANEIGE BB Cushion, Sulwhasoo Perfecting Cushion and ETUDE HOUSE MAGIC Any Cushion are much loved by Taiwanese customers. The goal of AMOREPACIFIC Taiwan is to sell 1 million Cushions in 2015 and this is one of the measures used to drive progress towards the ultimate goal of Cushion globalization. We are looking forward to hearing good news from brands of AMOREPACIFIC Group in Taiwan delivering the inborn value and charm of products amid intense competition with global brands.