Amorepacific Thailand is securing its place in Thailand, which has been widely hailed for the power of Asian beauty! It's currently leading the beauty trend in Thailand along with five global champion brands. Let's check out Amorepacific Thailand, which is lighting up the way for Amorepacific in Thailand and maintaining its excellent performance.

 Thailand is the biggest beauty market in the ASEAN region with the C&T market alone worth approximately 6 trillion. The premium beauty market represents about KRW 1.5 trillion of the entire market, and the skincare market about KRW 260 billion. The average number of makeup steps is about six, which is the biggest number among all ASEAN countries. People in Thailand are influenced by Buddhism and tend to think that one's current life is connected to one's previous life. As a consequence, people believe that not taking care of one's appearance indicates that they did something wrong in the previous life. According to some views, this is why the beauty market has developed so strongly in Thailand.

 In such an active market for beauty, Amorepacific Thailand is turning into the ASEAN Beauty Leader along with five global champion brands. In fact, the company is about to reach KRW 40 billion in sales in just six years from its first year of entering Thailand in 2012, when it achieved KRW 2.9 billion in sales.
* The global offices where all global champion brands have entered the markets are Thailand, Malaysia and Singapore.

 Having secured its place with the word-of-mouth of Hi So^*, Sulwhasoo is currently ranked No. 14 (from a survey conducted by Beauté Research) in the premium cosmetics market. To promote the loyalty of high-class customers who represent such a large portion of total sales, the brand is focused on luxurious events that cannot be easily encountered on a daily basis.
*Hi So : An abstract concept that refers to people who enjoy both wealth and social status, such as royalty, influential figures in society, celebrities and titans of business.

 LANEIGE Water Sleeping Mask is promotes sparkling beauty by securing its place at the top of the Thai mask category. It will strive to display the image of a premium brand with its G5 stores.

 Celebrating its first anniversary of entering Thailand this year, Mamonde presents a fresh concept of 'beautiful wisdom conveyed by flowers' and builds a trendy and feminine brand image around the millennial generation customers. Pang Pang Hair Shadow has received considerable attention as an innovative item in Thailand.

 innisfree has captured the hearts of the trendy millennial customers in Thailand with a new style in products and marketing! It has become even more popular with the positive feedback from customers about its excellent quality. In particular, The Green Tea Seed Serum has gained a positive response from Thai customers who prefer convenient skincare, thanks to its refreshing texture that leaves no stickiness even in hot weather, as well as its rich nutrition and reasonable price.

 In Thailand, millennials represent some 30% of the entire population, yet their great propensity to consume means that they in fact account for the largest share of domestic consumption. The e-communication market, which is led by millennial customers, is an important part of understanding the entire Thai market.

 As can be seen above, Thailand has an active e-communication market and thus information is shared quickly on social media. Thus, beauty bloggers and YouTubers on social media have great influence over others. Amorepacific Thailand is following this trend and actively carrying out mobile and social media-related projects.

 By carrying out a joint promotional event with a local mobile carrier, Amorepacific Thailand reaches new customers in Thailand where people particularly value the mobile industry, and publicizes new products from various angles on social media. Moreover, it will actively carry out the e-commerce/e-communication business by developing the O2O service with LINE, a popular social media platform in Thailand.

 The unemployment rate in Thailand is 0.7% in 2013, which is very low. Since it's not very difficult to find a job, the turnover rate is high. Nonetheless, Amorepacific Thailand holds a meeting every week hosted by the General Manager where leaders including Choi Woong actively participate in communication activities and pay attention to each and every employee through team-based AP WAY, which all leads to more employees working here for a long time. Choi emphasizes 'empathy' as its top-priority value for the way it helps create a culture where everyone empathizes with others' thoughts or perspectives and thus helps to build a positive working environment.

 We look forward to Amorepacific Thailand's success in leading the ASEAN region with the current channels such as department stores and roadside shops as the stepping stones, and e-commerce and e-communication as the catalysts.