#Meet the People
2019.11.07
Meet the 5 ASEAN CPR Members!
We are One AP
Members in charge of Corporate PR (CPR) from Amorepacific's ASEAN offices attended the 'ASEAN Media Event' which was held in Jakarta, Indonesia last month. CPR leaders from 5 ASEAN offices, including Dery G. Waluyo who headed the event and who is responsible for CPR at Amorepacific Indonesia, came together. As the event was not an event for one brand, but an opportunity to showcase all brands with a presence in the local market as an overall company event, CPR leaders introduced the event venue with sincerity and care to the press corps from each country.
"Our customers know our brands like Sulwhasoo, innisfree, and LANEIGE, but don't know that the three brands belong to the company 'Amorepacific'. Most of our customers in the ASEAN region don't know of the fact that Amorepacific is Korea's No. 1 beauty company.
We need to continue to drive our corporate identity in order to strengthen Amorepacific's retail efforts and business opportunities."
- Margaret Chin, Head of Amorepacific Malaysia, Hoa Hoang of Amorepacific Vietnam
"Amorepacific Singapore aims to present ourselves as one company by unifying the multiple brands we have through various PR efforts, such as corporate events as well as periodical media releases with consolidated info across brands. We believe our company has a competitive edge in our research and development around Asian women and in understanding their needs by having R&D offices in Singapore and China, and this is a fact that we often emphasize to the media and customers"
- Doreen Chia of Amorepacific Singapore
All 6 brands with a presence in Singapore participated in the 'Sleeping Beauty Pop-up Event' that was held last year in ION Orchard, Singapore and was well-received by both media and local customers. Doreen Chia said that the event was an opportunity to let customers know more about Amorepacific and held more significance and meaning as it was the first project in collaboration with all brand teams playing a role from preparation to organizing the event.
The five CPR leaders all agreed that in ASEAN there is a need to actively promote Amorepacific's long history and strength in technology and link it to brand PR.
The five CPR leaders all agreed that in ASEAN there is a need to actively promote Amorepacific's long history and strength in technology and link it to brand PR.
K-Culture and K-Beauty that Shook ASEAN Markets
According to the Ministry of Food and Drug Safety and Korea Cosmetic Association, Korea's 2018 cosmetics exports to ASEAN markets grew by more than 30%, which is more than 10% higher than the average growth rate of exports. This is evidence to the fact that there is an increasing number of ASEAN customers who seek K-beauty, beyond just being part of the K-culture trend. Hoa Hoang of Amorepacific Vietnam said that Vietnamese customers know as soon as there is a new product release in Korea and ask about the new product in local stores. This shows that young customers such as the millennials closely follow beauty trends through social media or Korean dramas.
"Hallyu (or Korean Wave) has a huge influence on the contemporary culture in Vietnam. There was also the social issue of 'Park Hang-seo magic' recently in our society. Young people in Vietnam these days are interested in Korean music, film and key opinion leaders (KOL) and are quite familiar with Hallyu culture."
- Hoa Hoang of Amorepacific Vietnam
Circumstances are similar in Indonesia as well. Many are interested in the clear skin tone of Korean women and prefer beauty products from Korea.
Millennial Customers and Digital
ASEAN is no exception to the trend of digitalization as well. Promoting via social media channels is especially important in Indonesia, which has the 4th highest number of Instagram users in the world. Amorepacific Indonesia aggressively promotes its brands using other channels as well such as Gojek, a ride sharing app popular in the ASEAN region, Tokopedia, an e-commerce company that is called the Alibaba of Southeast Asia, and a travel platform called Traveloka. In Malaysia and Thailand, there are many customers who follow K-beauty through Korean beauty influencers' YouTube channels or K-dramas. And so, KOLs and brand ambassadors carry more importance than before. The PR strategies may slightly differ according to local situations, but the common phenomenon is that all focus more on online channels rather than offline.
"We make efforts to develop more digital PR through various platforms to understand customers' behaviors. We also create digital media contents with KOLs' campaigns in order to give consumers the opportunities to experience our products through various channels. Our strategies are not too cramming as our message is blended smoothly with KOLs' contents."
- Bhatharamai Kositwong (Liu) of Amorepacific Thailand
The Five Heroes with Same Passion, United as One
All five double hat the CPR role along with their other roles – Margaret Chin as Head of Amorepacific Malaysia and others as heads/members of different brands. They cover a wide range of responsibilities, while leading the role of promoting Amorepacific. All of them have at least 4 years of experience at the company and a wide spectrum of different roles and experiences. And we asked them a final question on what it is they are the proudest of until now. Most pointed out 'Makeup Your Life' campaign. Especially, Bhatharamai Kositwong (Liu) of Amorepacific Thailand said that she is very proud and thankful to be a member of Amorepacific where gave her the chance to execute this meaningful campaign in Thailand. We applaud them for fully supporting and joining the company's mission to become the most admired company in ASEAN as well through implementing CSR activities, moving beyond simply delivering beauty through products.
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