Amorepacific's advance into U.S., Japan accelerates with flagship brand Laneige

[Source: Amorepacific]

South Korea's cosmetics giant Amorepacific is rapidly expanding its presence in the U.S. and Japanese market with its flagship brand Laneige in hopes of repeating its success in China and Southeast Asia in the early 2000s.

Laneige’s revenue from the North American market surged by 47.6 percent from 2019 to 2021. Its revenue from the region is expected to more than double this year. During this year’s Amazon’s Prime Day – the e-commerce giant’s annual deal event – held across two days starting July 12, Laneige also topped the Beauty & Personal care category for sales, becoming one of the best-selling brands on the e-commerce platform giant.

Its lip and cushion products have led its victory. Its flagship item “Lip Sleeping Mask” was the best-selling product in its category and “Lip Glowy Balm” came in third.

The Lip Sleeping Mask, which is Laneige’s global best-seller, contains a nourishing berry fruit complex that enriches and softens lips overnight. Another of its flagship items is the Neo Cushion, which has sold over 3.4 million products since it was first released in 2020.

In line with its global popularity, Laneige on Wednesday launched on Japan’s largest cosmetics and beauty platform @cosme’s online store and @cosme TOKYO’s new flagship store in front of the Harajuku Station in Tokyo, marking its first official foray into the Japanese market.

Even before its formal release in the Japanese market, Laneige’s Neo Cushion and Lip Sleeping Mask ranked first in their categories on Japan’s makeup review platform LIPS.

“Laneige’s success during Amazon Prime Day was made possible by North American customers recognizing the high quality and the creativeness of our products,” said Noh Eun-suk, the head of Laneige’s GTM division. The company also plans to launch more of its products in Japan as many distributors have contacted the company to meet the high demand among Japanese consumers, he added.

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