Amorepacific’s Laneige expands to Mexico amid local personal care market boom

11 Sep 2023 --- Amorepacific, “Korea’s largest” beauty conglomerate, has launched its skin care brand, Laneige, in the Mexican beauty market. The expansion into Mexico is in partnership with Sephora Mexico.

Mexico is a fast-growing Latin American beauty and personal care market, according to Amorepacific.

“Laneige has great acceptance among trend-conscious consumers in Mexico, especially those in their 20s and 30s looking for the next premium skin care solutions,” says Jinpyo Lee, chief strategy officer at Amorepacific Group.

“By diligently adapting to the local market, we foresee a methodical expansion in the Latin American beauty landscape, a sector that is poised to reach the US$45 billion mark.”

Partnerships in pipeline
As a part of its growth plan, Amorepacific plans on fostering partnerships with retailers across multiple brands and e-commerce channels to “strengthen brand acceptance and ensure sustained momentum” in new markets such as Mexico.

Starting September 8, local customers can access Laneige’s best-selling line of more than 20 products through Sephora Mexico online. The range will also hit the shelves of 36 Sephora retail locations throughout Mexico beginning September 22.

Laneige will be available on shelves in 36 Sephoras across Mexico.Amorepacific has launched a series of promotional activities that will be carried out for customers, including the distribution of free samples.

“Our partnership with Sephora Mexico highlights our commitment to fostering genuine connections with local clientele,” explains Lee.

In recent moves, Amorepacific expanded and launched Laneige in North America, the UK and the Middle East in May.

North American success
Laneige has gained international recognition from Asia and Europe to North America, the Middle East, Australia and New Zealand.

Recently, Laneige achieved “notable sales momentum” in North America, primarily through Sephora and Amazon. The most successful products include Water Bank Blue Lip Sleep Mask, Water Bank Blue Hyaluronic Moisturizer, Skin Toning and Moisturizing Cream and Water Sleep Mask.

The beauty conglomerate says the brand “continues to show spectacular growth in North America.” Amorepacific reported a 105% increase in sales in the second quarter in the region. It attributed the rise to “strong results” from well-known brands such as Sulwhasoo and Laneige.

Amorepacific asserts that Laneige’s recent initiatives have significantly improved the customer experience. It highlights the recent launch of its first virtual metaverse store together with e-commerce platform Obsess and an exclusive pop-up national bus tour in collaboration with sister brand Innisfree.

Sulwhasoo was revitalized through a makeover initiative and a year-long partnership with the Metropolitan Museum of Art. Innisfree’s “Daily UV Defense Sunscreen” and “Green Tea Hyaluronic Acid” lines contributed significant sales with their growing popularity among young consumers.

Edited by Sabine Waldeck

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