AmorePacific Group Chairman Suh Kyung-bae
South Korea’s largest cosmetics company AmorePacific Corp. will open a store of its most popular skincare brand Sulwhasoo at Galeries Lafayette, France’s upscale department store, which will be its third attempt to win the hearts of European consumers after its failed attempts with two other brands.
The company announced on Thursday that it will open a shop of its premium skincare lineup Sulwhasoo in September in France. Its main items will be the brand’s global best sellers including First Care Activating Serum called Yunjo Essence in Korea and Concentrated Ginseng Renewing Cream named Jaumsaeng Cream. The store will be designed to emphasize Korean beauty and display its signature ingredient named Jaumdan made of extracts five oriental herbs and ginseng.
Yunjo Essence and Jaumsaeng Cream
The cosmetics maker debuted the French market in 1988 with its brand SOON and later launched Lirikos brand in 1990, but had to pull out the brands due to poor sales. It will be the first time for the firm to open a stand-alone shop of its own brand in Europe. An official from the company said it would focus on expanding its operation in the European market with the opening of the store.
The premium cosmetics brand Sulwhasoo hit 1 trillion won ($893 million) in sales last year for the first time as a single beauty label in Korea. It became the bestselling brand at department stores across Korea last year for the 11th consecutive year.
AmorePacific sales from Europe have been on a decline for the last few years to 68.1 billion won in 2016 after peaking at 90.4 billion won in 2013.
By Kang Da-young
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