#Global Report
2016.08.11
Amorepacific R&I Center
GLOBAL
REPORT
REPORT
Introduce the global operations of Amorepacific
The best beauty and health solutions for Chinese customers
Amorepacific R&I Center
There's one group in particular at Shanghai Beauty Campus whose job it is to drive Amorepacific's business in China by working alongside the Logistics Division; and that is Amorepacific R&I (Research & Innovation) Center. It was established in 2012 as a research corporation in Shanghai, China and has since conducted extensive research, developed cosmetics and health foods, studied Chinese laws, obtained permissions and brought about open innovation. Here, we take a look at the R&I Center as it leverages its localization strategy based on in-depth study of local customers, product licenses and cultural background.
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Shanghai Beauty Campus
Opened in October 2014, Shanghai Beauty Campus is the production, research and logistics hub of Amorepacific China where members of the Logistics Division, SCM Unit and Amorepacific R&I Center work.
Amorepacific R&I Center, also known as the Shanghai Research Center, focuses on the study of Chinese customers and does something that's physically impossible to be done by the R&D Center in Korea. That is, it takes the initiative in improving customer satisfaction by studying Chinese customers, their skin and product preferences, variations in consumer preferences by hometown and what makes them re-purchase products, as well as the cultural element of K-beauty.
# Joint research & project with Chinese dermatologists and research organizations
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The 6th AP-CDC (China Dermatologist Committee) Meeting
Yeon Jaeho, head of the R&I Center
"We must first study how the skin of customers varies depending on hometown in order to develop innovative products of singularity that can win the heart of customers," said Yeon Jaeho, head of the R&I Center, who knows the importance of studying customers by region. Research works have been done through close cooperation between the R&I Center and the relevant departments involved.
# Communication with the R&D Center in Korea and AP China marketing departments
The R&I Center undertakes R&D works, which requires cooperation with the R&D Unit in Korea and AP China marketing departments. For example, when the R&I Center conducts Chinese customer research projects, its research purpose, subject and method are confirmed through discussion and agreement with the R&D Center in Korea. The research results are later shared with the R&D Center to provide members of Amorepacific in Korea with valuable insight into Chinese customers. Moreover, the R&I Center develops products and evaluates their safety and effectiveness by working in association with the R&D Unit in Korea. At the moment, the R&I Center is working on the V-Project with APC Mamonde Division and the R&D Center in Korea for the development of new Mamonde products.
Close cooperation between members of Amorepacific in China and Korea is evidence that Amorepacific is growing into a global company. The R&I Center works to provide the best beauty and health solutions to Chinese customers through research into cosmetic ingredients and their effectiveness. We very much look forward to its further growth in the Chinese beauty market by working so effectively with all relevant departments involved.
Close cooperation between members of Amorepacific in China and Korea is evidence that Amorepacific is growing into a global company. The R&I Center works to provide the best beauty and health solutions to Chinese customers through research into cosmetic ingredients and their effectiveness. We very much look forward to its further growth in the Chinese beauty market by working so effectively with all relevant departments involved.
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