Korean cosmetic firms ramp up marketing efforts in China

Korean cosmetic companies are intensifying their marketing efforts in China as relations between the two countries continue to thaw and Chinese tour groups return to Korea.

Chinese influencers look at the renewed Cheongidan products at LG Household & Health Care's "The Whoo Cheongidan Art Fair in Shanghai" on Wednesday in Shanghai, China. [LG H&H]

Korean cosmetic companies are intensifying their marketing efforts in China as relations between the two countries continue to thaw and Chinese tour groups return to Korea.

LG Household & Health Care recently renewed its product, Cheongidan, under its flagship cosmetics brand inspired by the Korean queens of the past, The History of Whoo.

Cheongidan is one of the most popular cosmetic products in China, and the company was one step ahead of the game as it renewed the product for the first time since its launch in January 2010. The product's renewal emphasizes the integration of traditional hanbang,or traditional Korean medicine, techniques familiar to Chinese consumers, and showcases improved functionality based on skin data collected from over 17,000 Asian women.

Cheongidan will debut in China in September and will subsequently be released in other countries. The domestic release is scheduled for October.

To mark this renewal, LG H&H organized "The Whoo Cheongidan Art Fair in Shanghai" at the Tank Shanghai Art Center in Shanghai, China, starting on Aug. 30. The event signifies LG H&H's first large-scale brand promotion event in China in approximately four years, following "The Whoo Royal Court Banquet in Shanghai" event in 2019.

More than 100 stars, including idol singer Pan Chengcheng and Chinese celebrities as well as Wang Hong (influencers), flocked to the event on its first day. On Aug. 31, the event was open to the public who made a visit and tried on the renewed cosmetics. The event is scheduled to be held until Sept. 3.

"Despite prevailing uncertainties, we cannot underestimate the immense significance of the Chinese market," an official from LG Household & Health Care said.

Aestura's flagship products from Amorepacific, which officially launched in Japan this month. [AMOREPACIFIC]

In parallel, Amorepacific is making strategic moves to bolster its presence in the Chinese market by using new channels such as social commerce platforms.

The company withdrew its offline stores for its brands such as Etude, Hera, and IOPE in China during the Covid-19 pandemic. Instead, it is focusing its efforts on department stores and the online channel for its flagship brands, with Sulhwasoo and Laneige at the forefront.

Amorepacific is also expanding its global footprint beyond China. It recently introduced its derma cosmetic brand Aestura in Japan in September.

"We will unveil the 'Aestura 365' line at @COSME, Japan's leading beauty platform and multi-brand shop," Amorepacific said. "Starting in Japan, we plan to expand to launch the product in Vietnam, Thailand, and other Asean regions within the next year, showcasing Aestra to a broader global audience."

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]