Amorepacific announced today that in the first quarter, sales in North America increased by more than 60% compared to the previous year.
In particular, Sulwhasoo and Laneige, which have high weightings, showed strong growth, driving overall North American earnings.
Sulwhasoo and Innisfree have expanded their Multi Brand Shop (MBS) channel and e-commerce-focused sales base.
Laneige expanded its sales volume by strengthening its competitiveness in store channels and discovering new growth opportunities in its flagship product, “Lip Category.”
The United States is a mecca of global trends and an important base with a large share of the global beauty market.
Amorepacific paid attention to the growth potential of the high-end beauty market in the US and entered the American market with the leading luxury global brand "AMOREPACIFIC", which sublimates Asian beauty in a modern way.
AMOREPACIFIC established its position as a true luxury brand since it first set foot in New York, USA in March 2002, and has been delivering its own brand world to overseas markets.
In the first quarter, sales and profitability of Sulwhasoo increased in both online and offline channels. Offline, it focused on expanding sales centered on the MBS channel of cosmetics specialty stores such as Sephora.
Sulwhasoo entered 23 new Sephora Retro-fit stores in March, securing a total of 51 sales stores and 251 Next Big Thing Wall booths.
Laneige released "BTS Amorepacific Lip Sleeping Mask Purple Edition" last year and raised awareness among local customers as a sponsor of BTS' concert in the US.
Recently, major fashion and beauty media such as Forbes, Bustle, Harper's Bazaar, InStyle, and famous influencer Niamh Adkins worked together to maximize the marketing effect through external media promotion and content tagging.
The Birthday Kit containing Laneige's flagship products was very popular at Sephora, and sales of "Lip Sleeping Mask" grew by more than 70% and Water Bank Cream by more than 300%.
The Laneige lip category accounts for more than 50% of Laneige's total sales, and has recorded an average annual growth rate of more than 25% over the past three years. On Amazon, from the soft launch at the beginning of the year to the official opening in March, it has grown steadily by more than 20% every month.
Innisfree also focused on Sephora-centered MBS channel volume expansion, resulting in sales growth of more than 40% YoY.
