Amorepacific Leads The K-Beauty Category at Beautycon LA

The Korean beauty giant is celebrating 15 years in the U.S. with a brand portfolio expansion and new ways to reach consumers to reinforce its leadership in the market

SEOUL, South Korea and LOS ANGELES, July 16, 2018 /PRNewswire/ -- Over this past weekend, Amorepacific showcased five brands from its portfolio -- AMOREPACIFIC, LANEIGE, Mamonde, Sulwhasoo and IOPE -- in a beauty theme-park concept at Beautycon LA. The multi-branded experience, called Amorepacific Land, offered a variety of interactive activities and social moments for over 22,000 visitors at the festival who lined up to journey through the booth. The company's participation in Beautycon is one of many strategic ways to reach consumers planned in 2018 to coincide with its fast growing expansion in the United States.

Within the past year, Amorepacific brought two new brands, Mamonde and Innisfree, to the US, diversifying its existing portfolio. Amorepacific officially started its US business with the launch of its namesake luxury brand AMOREPACIFIC in 2003. Expanding its presence by introducing Sulwhasoo in 2010 and LANEIGE in 2014, the company played a leading role in paving the way for the popularity of K-Beauty in the US. In September 2017, the company opened its first Innisfree US store in New York and in March 2018, the US portfolio has been expanded further with the launch of Mamonde at Ulta Beauty.

"This is a very exciting time for our company, with new brands and new consumers to engage with in the K-Beauty conversation," said Jessica Hanson, President of Amorepacific U.S. "We are thrilled to partner with Beautycon and be at the forefront of their new K-Beauty exhibition. Beautycon's decision to make an area dedicated to the category proves that K-Beauty is more than just a fleeting trend, and we are proud to be leading this growing category."

In addition to the Amorepacific Land experience, the company enhanced its presence at the festival through collaboration with Beautycon on the first-ever K-Town lounge. The lounge, which served as a portal to the K-Town section, was available to all festival attendees and showcased all five brands featured at the booth with focus on the most innovative and popular products. It also served as a destination for meet-and-greets with prominent Korean beauty influencers Karen Yeung (@iamkareno) and Fei (@heyitsfeiii), who boast over 3.5MM followers combined.

Celebrating its fifth anniversary this year, Beautycon is one of the largest beauty festivals in the US. With the mission to bring the biggest brands, content creators, celebrities and fans together to celebrate beauty, self-expression and staying true to oneself, the festival attracts over 100,000 fans worldwide each year at New York, Los Angeles and London locations.

ABOUT AMOREPACIFIC

Since 1945, AMOREPACIFIC has had a single, clear mission: to present its unique perception of beauty -- namely what it calls 'Asian Beauty' -- to the world. As Korea's leading beauty company, AMOREPACIFIC draws from its deep understanding of both nature and human to pursue harmony between inner and outer beauty. With its portfolio of over 20 cosmetics, personal care, and health care brands, AMOREPACIFIC is devoted to meeting the various lifestyles and needs of global consumers around the world: Asia, North America, and Europe. AMOREPACIFIC's research hubs located around the world are dedicated to sustainable R&D that combine the best of natural Asian ingredients and advanced bio-technology. With its world-class products, AMOREPACIFIC is acclaimed for the innovative ways in which it is transforming global beauty trends.

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SOURCE Amorepacific