On June 4 (local time), Amore Pacific opened a store on the first floor of the high-end department store Bloomingdale’s in New York, in where global cosmetics brands are located including Chanel, Dior, Lancome, and Estee Lauder, attracting customers with Korean beauty.
Through its high-end strategy targeting the upper class American, Amore Pacific has become the nation’s first cosmetics brand to enter the heart of the global beauty market. Accordingly, Amore Pacific has opened a store in all high-end department stores in the U.S., following the top department stores Bergdorf Goodman in New York in 2003 and Neiman Marcus in Washington DC in 2005.
An official from Amore Pacific America said, “With the technology using three natural materials, including green tea, ginseng, and beans, Amore Pacific products have become differentiated from other global brands and finally begun to work in the global market.”
Amore Pacific has started seeing a success story in the advanced beauty market beyond Asia, including China. Considering the fact that it has opened its store in Bloomingdale’s, industry watchers believe that it is just a matter of time to become the most desired brand from most high-end department stores in the U.S. shortly. Along with it, there has been a fad of cushion foundation, which is the main item of K-beauty. Accordingly, global brand Dior asked Amore Pacific to build a technical cooperation relationship, and Lancome also released copycat products, beginning to acknowledge Amore Pacific’s technology in advanced countries in terms of beauty.
In particular, the fact that Amore Pacific is the first company to release a cushion foundation, which changes the makeup trend of women around the world, also helps strengthen its brand power. As the news that Lancome and Dior, which has low technical skills, asked the company to join hands are spreading in the global beauty market, the status of Amore Pacific is improving.