The green wave of innisfree is sweeping across China. With its green, clean and healthy brand image and the heritage of the pure Jeju Island, innisfree has been going from strength to strength across China. To find out about the secret of the brand's success, we visited the innisfree Division in AMOREPACIFIC China (APC), which has clearly signaled its potential to capture the global beauty market.

innisfree first stepped into China in April 2012 and, within the space of just under four years, it has performed remarkably well. Last year alone, innisfree opened 95 stores in 35 cities around China, with its Nanshan Rainbow Plaza store in Shenzhen which opened in December being the brand's 200th in China. It has surpassed the goals it set for itself in both online and offline channels with a combined growth rate of 160% over the previous year.

"innisfree has achieved strong growth in China with its brand concept of sharing the benefits of nature from the pure Jeju Island. We pursue naturalism as a high-end cosmetics brand that's constantly developing new products right for Chinese customers based on extensive research into their skin characteristics and the latest trends in consumer tastes. By offering truly great services and high-quality products orientated around a definite brand concept, innisfree has successfully managed to raise its competitiveness in China."

APC innisfree Division GM (General Manager) Filipp Cai pointed to the well-executed localization strategy and stringent brand management when asked to name innisfree's greatest competitive edge. As an example of the brand's success, last October innisfree launched Jeju Pomegranate Essence, a product exclusively developed for Chinese customers, which has gone on to enjoy huge popularity. Developed and launched following extensive research analysis of the cosmetics preferences of Chinese customers and their skin types, it racked up sales of over 200,000 in the first two months of its launch and it still sells every day at a rate of over 4,000 across China.

The main target of innisfree China is women in their 20s. They love to experience different kinds of cosmetics and, as much as they're concerned about particulate matter, air pollution and environmental issues, they like for their toner and lotion to have a light, fast-absorbing texture combined with a good moisturizing effect. In addition, they prefer a functional cost-effective product that's available either online or offline.

"We analyze and develop products targeting customers in their 20s, as well as implementing various strategies to communicate better with them. Our Green Prosumer system is designed to collate the opinions of young customers about our products every month and interact with them. We also listen to the voice of customers in order to provide better in-store services, more timely product promotions, and more actively respond to changes in the Chinese cosmetics market."

Chinese consumers have wholeheartedly embraced mobile shopping. Widespread smartphone use and an appetite for the latest technology is rewriting consumer purchase behavior. This is why the APC innisfree division focuses primarily on online sales and develops a range of mobile programs to cater to diverse consumer needs. The division monitors innisfree product information and reviews posted on Weibo and Wechat, two famous social media sites, every day for store management and product development, while also making full use of the mobile platform to get closer to customers across China.

The innisfree Flagship Store Shanghai that opened on East Nanjing Road last November set a milestone for the APC innisfree Division. This three-story store covers a total area of 822 square meters, making it the largest single cosmetics brand store in China. It offers various experience zones where consumers can experience the brand's core value – Jeju heritage – as well as the first ever Green Café to be situated in China.

"The combination of café and brand experience zones is the first of its kind in the Chinese cosmetics industry. Shanghai is a hub for the economy, beauty and fashion in Asia, so it's fitting that the innisfree Flagship Store Shanghai will set a new standard for Asian beauty."

The innisfree Flagship Store Shanghai has already become somewhat of a local landmark in the neighborhood in the three months since it opened. The APC innisfree division always tries to be innovative in how it approaches customers, rather than relying on the traditional PR and marketing activities used in the beauty market. And that's really down to the brand's direction: dreaming of change and yet steadfast in its original intention.

"The APC innisfree Division will keep three things in mind as it grows. First, no matter how competitive and complex the cosmetics market becomes, we will remember our identity as a naturalism brand. Second, we will concentrate on nothing but customers. And, last but not least, we will build up a healthy organizational culture in which everyone from office workers to GreenUs can grow together."

In 2016, the APC innisfree Division will open more stores across China and develop better quality products to ensure that it continues to grow faster and bigger. We will open high-end stores in cities that we have not yet entered and do the best to provide the best purchasing experience both online and offline. Moreover, we will bring greater satisfaction to customers through innovative products, sales and service with the goal of achieving sales of over 2.6 billion yuan in China.

The Chinese cosmetics market this year will be a ferocious battlefield where global brands compete each other. Or, to put it another way: now is the time for us to challenge ourselves to be more innovative. The APC innisfree Division will work forward ever greater goals and surprise the world again through continuous growth.