Ch1. AP’s unrelenting resolve to go global - AMORE STORIES - ENGLISH

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2015.03.12
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Ch1. AP's unrelenting resolve to go global

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Looking at the story of AMOREPACIFIC's 70-year history of creating Asian Beauty

70-year journey to beauty

Chapter 1. AP's unrelenting resolve to go global



From the beginning, AMOREPACIFIC has sought to bring Asian Beauty to the world to fulfill the vocation of Asian Beauty Creator. Here is a glimpse into AMOREPACIFIC's 70 years of efforts to go global and the successes along the way.

The first tour of inspection abroad that marked a new milestone

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    1 The passport of Suh Sung-whan in 1960

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    2 A visit to a leading French company's factory in 1960

In July 1960, AMOREPACIFIC's founder, Suh Sung-whan (pen name Jangwon), travelled to Europe on a business trip organized by special invitation from Coty, headquartered in France. It was his first overseas trip and the first inspection of an overseas company in the history of the Korean cosmetics industry.
Powered by curiosity and expectation, the founder Suh Sung-whan toured the production facilities of Coty on the Seine River and drew up a blueprint for the future of AMOREPACIFIC.

First export of Korean-made cosmetics

In August 1964, AMOREPACIFIC left a deep footprint — the first export in the history of the Korean cosmetics industry with 20 OSCAR products exported to Ethiopia. Though they were only samples worth a few hundred dollars, it blazed the way for exports to Thailand, Borneo, Hong Kong, Japan and the US in the 1970s.

Reached USD 1.3 million in exports through an indomitable frontier spirit

  • A store in Thailand in the 70s

  • An advertising board in Korea in 1974

The 1970s was characterized by strict export inspections on cosmetics due to the lack of a precedent for their export from Korea. However, AMOREPACIFIC succeeded in pulling down trade barriers with an indomitable frontier spirit to reach annual export sales worth USD 1.3 million in October 1974.

'Lolita Lempicka,' a fragrance that enchanted France

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    1 AMOREPACIFIC France Office established in 1990

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    2 Local people looking at Lolita Lempicka

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    3 Lolita Lempicka introduced in a French newspaper in 2004


A modern-style plant in Chartres built in 2004

AMOREPACIFIC made a historic push into the French perfume market in the 1990s. We built a global office in Chartres, France and bought a local plant in 1990. The Chartres plant is the historic site where Lolita Lempicka, a fragrance brand, was first launched in 1997. Since the launch, Lolita Lempicka has received great reviews from experts and the local media and became a classic fragrance much loved worldwide.

Ongoing challenge for incalculable China

  • A signing ceremony for a contract with AMOREPACIFIC Cosmetics (Shenyang) Co., Ltd in 1993

  • A big LANEIGE advertising board in Shanghai in the early 2000s

The debut of AMOREPACIFIC in the Chinese market dates back to the early 1990s. AMOREPACIFIC established a branch in China in 1992 before China opened the market up to the world, and AMOREPACIFIC Cosmetics (Shenyang) Co., Ltd was founded in 1993. Since then, we used China's 3 Northeast provinces (Liaoning, Jilin and Heilongjiang) as a strategic foothold to implement a localization strategy. In 2000, we established a branch office in Shanghai and, in July 2002, completed construction of Shanghai Plant, beginning business in earnest.

AMOREPACIFIC launched LANEIGE in 2002, which was followed by the successive launches of Mamonde, Sulwhasoo, innisfree and ETUDE HOUSE. We have since grown steadily on the strength of our sales power and excellent-quality products.

The Beauty Campus Shanghai of AMOREPACIFIC completed in October 2014 is the hub of production, research and distribution equipped with the most advanced facilities and working environment in China. The Beauty Campus Shanghai plays a pivotal role in implementing the mid-term global business strategy to accelerate business growth in China.

High growth expected in the ASEAN market


LANEIGE showroom opened in Shin Kong Mitsukoshi Department Store, Taiwan in 2004

AMOREPACIFIC is using the favorable brand image built in Hong Kong and China to speed up the repositioning of LANEIGE as an Asian brand. LANEIGE opened shops in luxurious department stores in Singapore in 2003 to represent the AMOREPACIFIC in ASEAN markets and the brand is now much loved by local customers in six countries, including Taiwan, Thailand, Malaysia and Indonesia. The phenomenal double-digit growth LANEIGE has seen in ASEAN markets is thanks to its active brand awareness campaign, aggressive launch of new stores and phenomenal success of its hit products.

Enhanced presence as a premium brand in the US


AMOREPACIFIC brand store in the luxury department store Bergdorf Goodman located on the 5th avenue of New York

AMOREPACIFIC entered the US under the auspices of the AMOREPACIFIC brand, a global brand of AMOREPACIFIC that reimagines Oriental beauty from a modern viewpoint. In September 2003, the AMOREPACIFIC brand first stepped into the US with a flagship store in Soho, New York and has since enhanced its presence as a true premium brand delivering unique brand value across the US. AMOREPACIFIC opened a Sulwhasoo store in the luxury department store Bergdorf Goodman, New York in June 2010 to expand business in the leading American market and consolidate our position as the No.1 Asian beauty company.

Entering Japan, a market where it pays to respond to customer buying patterns

In 2012, AMOREPACIFIC launched affordable brands such as Ryo and IOPE in response to the purchasing behavior of Japanese customers. Being close to the customer is critical in Japan and, for this reason, AMOREPACIFIC expanded business across diverse channels that offered a more convenient customer experience, including home shopping and CVS. ETUDE HOUSE astonished the Japanese beauty industry as well as neighboring stores when its first shop opened in Shinjuku, Tokyo in 2011 to an assembled crowd of people who had gathered with baited breath for its doors to open. Today, ETUDE HOUSE operates 20 stores in Japan, with plans to open more stores in the near future.

AMOREPACIFIC Group continues as the Asian Beauty Creator to get closer to customers around the world.

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