How AMOREPACIFIC Became a Globally Successful Cosmetic Company through Unconventional but Sensational Marketing?

김정구,한정수,전미나,김미예,Joshua Y. Kim 한국마케팅학회 2013 ASIA MARKETING JOURNAL Vol.14 No.4

AMOREPACIFIC has rapidly grown to become a successful global brand by persistently seeking and achieving success in foreign markets. In 2011, AMOREPACIFIC was ranked as one of the global top 20 cosmetics companies. What makes AMOREPACIFIC's global success noteworthy is that AMOREPACIFIC challenged the France and the US market, where competition level is the toughest. Lolita Lempicka, AMOREPACIFIC's perfume brand, was chosen as one of the top seven most popular brands in the women's perfume market in France. In addition, Amorepacific, AMOREPACIFIC's namesake skincare brand, is currently recognized as a top prestige brand in the USA. Their success played a significant role as a bridgehead for AMOREPACIFIC in becoming a global cosmetics company. The main object of this case study is to analyze how AMOREPACIFIC became a global cosmetic company through building key brands such as Lolita Lempicka and Amorepafic, among others. Therefore, this study reviewed AMOREPACIFIC's unconventional approach in launching Lolita Lempicka in France, and Amorepacific in the US by focusing on how they foresaw the future opportunities and employed innovative marketing strategies. Specifically, we focused on Amorepacific’s marketing strategy under the critical period when AMOREPACIFIC achieved great success in France with Lolita Lempicka (between 1997 and 2004) and in US with the brand, Amorepacific (2003-2008). The case of AMOREPACIFIC's success in the global markets can give valuable lessons to companies that want to extend their businesses to foreign countries and ultimately become global. One such lesson is the importance of building a successful pioneer brand in a powerful bridgehead market. While domestic competitors first entered into less competitive markets such as those in South-East Asia, AMOREPACIFIC challenged the toughest markets such as the French and US markets where the incumbent companies waged the most intensive and severe battles against Lolita Lempick and Amorepacific. Through the success in France and US market, however, AMOREPACIFIC built a powerful base for its successful global expansion. Another valuable lesson is the importance of foresight in uncovering great opportunities hidden behind the trends without losing focus on the brand’s core character and values. Lolita Lempicka and Amorepacific showed excellence in foresight competition, which led them to succeed against the intense competition from Goliath companies. If Lolita Lempicka and Amorepacific had just followed the popular market trend at the time, they would have never succeeded.

Global Brand Portfolio Strategy of AmorePacific Corporation

엄효진,송유,박영렬 한국경영사학회 2020 經營史學 Vol.93 No.-

Founded in 1945, AmorePacific as a leading Korean cosmetic company has pioneered in the regional market through continuous growth and innovation. From a business historical perspective, the purpose of this study is to explore how AmorePacific has entered overseas markets using branding strategies in order to compete with other leading global cosmetics brands in the competitive cosmetics industry. Throughout its business history, AmorePacific has constantly focused on brand singularity and invested R&D for new product development and differentiation to establish strong presence in the marketplace. The case of AmorePacific has demonstrated how strategic brand portfolios played an important role in market entries and subsequent expansions. AmorePacific has managed brand portfolios depending on product categories and geodemographic segments with in-depth analyses of local markets and consumers. Further, AmorePacific has differentiated its brands to fit with the sophisticated and fragmented local markets. Industry leaders and followers in Korea may acquire with the knowledge of the importance of branding when entering overseas markets from the case of AmorePacific. Therefore, this paper provides managerial implications to the companies which seek to extend their businesses in foreign countries and ultimately to build into competitive global brands using brand portfolios.

AmorePacific Corporation: Innisfree in the Chinese Market

Sujeon An(안수전),Seungju Lee(이승주),Yona Kwon(권연아),Soui Bang(방소의),Sohee Lee(이소희),Sinyoung Gong(공신영),Sumin Yoo(유수민),Seungho Choi(최승호) 이화여자대학교 경영연구소 2022 신산업경영저널 Vol.40 No.1

동적 역량이란(Dynamic Capability) 예측할 수 없이 빠르게 변화하는 비즈니스 환경에서 내부 및 외부 기능을 통합하고 구축할 수 있는 기업의 능력을 의미하며, 이는 기업 경쟁 우위(Competitive advantage)의 중요한 원천이다. 본 연구는 한국의 대표적인 화장품 회사인 아모레퍼시픽의 여러 브랜드 중 중국 시장 내에서, 가장 큰 실적 부진을 마주 이니스프리의 실제 사례를 분석하고, 역동적인 비즈니스 환경에 더욱 효과적으로 기업이 적응해야 할 필요성을 강조함과 동시에 이니스프리가 중국 시장 내에서 마주한 전략적 이슈를 완화할 수 있는 전략으로서 동적 역량(Dynamic Capability) 활용의 중요성을 강조한다. Dynamic Capability is the ability of a company to integrate and build internal and external capabilities in an unpredictably rapidly changing business environment. It is a significant source of sustainability, enabling a firm’s continuous survival and helping achieve better performance in a dynamic environment. This study analyzed the actual case in the representative Korean Cosmetic company - AmorePacific. AmorePacific’s tremendous sales are dependent on China, but recently they failed to sustain their competitive advantage in China and faced sluggish on its sales. Among AmorePacific’s cosmetic brands, our study focuses on Innisfree, which failed to follow up on rapid changes in the Chinese cosmetic market and faced striking damage. At the same time, our study suggests emphasizing the need for Innisfree to adapt more effectively to the dynamic business environment in China and emphasizes the importance of Dynamic Capability as a strategy.

Global Strategy of Sulwhasoo

Han, Sangman,Pae, Jae H.,Kim, So Young 한국마케팅학회 2007 ASIA MARKETING JOURNAL Vol.2 No.1

This case report is intended to trace for the history of Sulwhasoo, a premium brand of herbal medicinal cosmetics of AMOREPACIFIC that is a domestic leader in the provision of cosmetics, discussing from birth through growing phases. Also, it is to further discuss Sulwhasoo’s strategy to build up brand identity and global strategy. Sulwhasoo, produced from the persistent endeavors of AMOREPACIFIC that has long digged into research on medicinal herbal cosmetics, has grown to be a Korean market leader with the achievement of 60% market share in the domain of herbal medicinal cosmetics, and serves as a vassal of merit to AMOREPACIFIC for the 1st place in the provision of premium herbal cosmetics, leaving other foreign competitors far behind. The timely-introduced product concept and excellent brand positioning strategy is attributed to hoisting Sulwhasoo up to the top brand position, and also the culture marketing strategy played a main role in staying far ahead of other late competitors. Without remaining pleased with its domestic competitiveness and success, AMOREPACIFIC boldly sought global strategies, and achieved remarkable growth in the global market especially centering on the Asian market. Furthermore, Sulwhasoo kept moving its way and smoothly landed into the Hong Kong market in 2004 as a flagship premium brand of AMOREPACIFIC. Even though Sulwhasoo has successfully accomplished initial market stability through well-prepared brand positioning plan and 4P strategy, it is still confronted with a set of new challenges of surviving its lower-competition infra, and of seeking new breakthrough by considering whether the domestic promotion strategy would be adopted or not.

기업 메세나 활동을 통한 CSV(공유가치창출) 연구 -아모레퍼시픽 사례를 중심으로-

박제인 한국무용연구학회 2023 한국무용연구 Vol.41 No.4

연구목적: 본 연구는 ‘기업의 사회적 책임(CSR)’ 방식 사회공헌활동의 한계를 보완하기 위해 새롭게 도입된 ‘공유가치창출(CSV)’ 개념에 근거한 기업 메세나 활동에 주목하였다. 본 연구의 목적은, 기업 메세나 활동을 CSV 관점에서 심층적으로 파악하고자, 한 기업의 사례를 통해 구체적 활동 양상과 의미를 탐구하는 것이다. 연구방법: 본 연구에서는 CSV 관점에서 메세나 활동을 수행하는 대표적 국내 기업인 아모레퍼시픽에 대해 사례연구 방법으로 고찰하였다. 연구결과: 아모레퍼시픽의 CSV 활동은 크게 문화예술 마케팅, 학술연구지원, 지역사회발전 등 세 가지 영역으로 구분되었으며, 활동 내용 및 방식에 있어서 기업 정체성과 특성이 잘 반영되어 있고, 진정성을 가지고 장기간 특정 활동을 지속하여 문화예술 발전에 기여할 뿐 아니라 기업의 성장도 가속화된 모범적인 CSV 사례로 나타났다. 결론: 본 연구에서는 CSV 방식으로 메세나 활동을 수행하는 대표적 기업인 아모레퍼시픽에 대한 밀도 있는 사례연구를 수행하여 그 특성과 성과를 확인하였으며, 메세나 활동을 수행하는 많은 기업에 유용한 실천적 정보를 제공할 수 있다는 점에서 연구의 의의를 찾을 수 있다. Purpose: This study focused on corporate mecenat activities within the framework of “Creating Shared Value (CSV)” introduced as a response to the limitations of conventional “Corporate Social Responsibility (CSR)" initiatives in social contribution. The purpose is to explore specific aspects and meanings of these activities, utilizing a company case study, to gain a comprehensive understanding of social contribution endeavors linked to corporate culture and the arts, particularly from the perspective of CSV. Methods: AmorePacific, a representative domestic company engaged in mecenat activities from the perspective of CSV was examined using a case study approach. Result: AmorePacific's CSV activities were categorized into three main areas: cultural arts marketing, academic research support, and local community development. The activities demonstrated a strong alignment with the company's identity and characteristics, exhibiting authenticity. The company's sustained commitment to specific activities not only contributed to the development of cultural arts but also accelerated corporate growth, portraying an exemplary case of CSV. Conclusion: Through a case study of AmorePacific, a leading company practicing mecenat activities in the CSV framework, this research confirmed its positive outcomes. The significance of this study lies in its potential to provide practical insights beneficial to many companies engaging in mecenat activities, thus contributing to the broader understanding and application of CSV in corporate practices.

뉴로마케팅의 원리와 활용사례

신현준(Hyun Jun Shin),이은주(Eun Ju Lee) 한국경영학회 2011 Korea Business Review Vol.14 No.3

최근 뇌신경과학의 급격한 발전에 힘입어 마케팅 연구에 있어서 새로운 변화가 일어나고 있다. 마케팅에 뇌신경과학을 접목하여 소비자행동을 연구하는 뉴로마케팅이 설문조사, 인터뷰조사 등 기존 조사기법에 대한 보완적 대안으로 활용되기 시작한 것이다. 뉴로마케팅은 그동안 보편타당하게 정의하기 어려웠던 소비자 블랙박스에 대해 뇌신경과학적인 근거를 제시함으로써 난제로 남아있었던 마케팅 이슈들에 대해 보다 더 명확한 해답을 제시할 수 있을 것으로 기대된다. 본 사례에서는 뉴로마케팅의 원리와 조사기법 및 활용사례를 살펴보려고 한다. 관계자 인터뷰 및 문헌조사를 기초로 아모레퍼시픽, 기아자동차, 코카콜라 브랜드 및 슈퍼볼 광고 평가 등 대표적인 국내외 뉴로마케팅 활용 사례를 소개하고자 한다. This study reviews the principles and practice of neuromarketing. Recently, the field of market research has adopted and benefited from the dramatic developments of neuroscience. Neuromarketing, which combines marketing with neuroscience, is now considered to be a valuable research tool complementing other behavioral research methodologies being used for marketing research. Unlike the existing consumer research methodologies, such as survey and interviews, which primarily consumer decision making above conscious level, neuromarketing, when harnessed properly, is expected to provide key information into the consumer ``black box.`` Various neuroimaging techniques, such as fMRI(Functional Magnetic Resonance Imaging), and PET(Positron Emission Tomography), as well as EEG(Electroencephalography), MEG (Magnetoencephalography), and Eye-tracking System are available for the use of neuromarketing. Major companies in Korea and the US have used neuromarketing to improve their marketing strategies. We introduce two Korean cases and two US cases as pioneer neuromarketing cases. Amorepacific gained confidence in new color make-up product lines after investigating initial consumer responses which appeared on fMRI. Kia Motors successfully launched a new automobile brand called K-7 after they received an auspicious signal from their neuromarketing research. US consumers` brain activations responding to Coca Cola vs Pepsi showed a clear distinction of brand preference. Viewer responses to outstanding ads at the Super Bowl included the activations of mirror neurons. In addition, neuromarketing can provide useful marketing intelligence in venues such as product concept testing, market opportunity analysis, competition analysis, brand naming, pricing, packaging decision, and advertisement copy-testing. Challenges of neuromarketing include technical complexity as well as high costs of using neuroimaging facilities. Since neuromarketing can tap into the subconscious and implicit consumer decision- making, it is necessary for researchers pay due attention to the potential ethical problems and privacy issues associated with the use of neuromarketing.

㈜태평양의 글로벌 전략 - 프랑스 진출 전략을 중심으로 -

김주현 ( Joo Heon Kim ) 한국국제경영학회 2003 國際經營硏究 Vol.14 No.2

아모레퍼시픽에 대한 사례연구:다이아몬드 모델을 통한 경쟁우위 분석을 중심으로

신유진,박상현 사단법인 한국벤처혁신학회 2021 벤처혁신연구 Vol.4 No.2

Based on the modifier'K', the Republic of Korea has been drawing attention from around the world in various fields. Therefore, if you look at a representative field, it can be called the beauty, that is, the cosmetics industry. In particular, paying attention to the fact that interest in appearance has been increasing in recent years, regardless of age or gender, we intend to explore ways to create competitiveness in the industry. In particular, from this perspective, we tried to deal with the company case of AMOREPACIFIC, one of Korea's leading cosmetic companies, and seek the direction of development through analysis of corporate competitiveness. Therefore, as an analysis method for this study, we tried to subdivide and examine the factors that have been possible for a company to succeed using the diamond model of Michael Porter. Based on the factors derived after that, we intend to present the direction for the company to discharge in the future. 대한민국은 ‘K’라는 수식어를 기초하여 여러 다양한 분야에 걸쳐 전 세계 이목을 한 몸에 받아오고 있다. 이에 대표적인 분야를 살펴보면 뷰티, 즉 화장품 산업이라 할 수 있다. 특히 최근 들어 외모에 대한 관심도는 남녀노소를 불문하고 증가되어지고 있다는 점에 주목, 해당산업에서 경쟁력을 창출해 나갈 수 있는 방안은 모색하고자 한다. 이러한 관점에 한국 대표 화장품 기업 중 하나인 아모레퍼시픽 기업사례를 다루고자 하였으며, 기업 경쟁력분석을 통한 발전방향을 모색하고자 한다. 본 연구를 위한 분석방법으로는 마이클포터의 다이아몬드 모델을 활용하여 기업이 성공 가능해왔던 요인을 세분화하여 살펴보고자 하였으며, 이후 도출된 요인들을 토대로 향후 기업이 발전해 나갈 방향을 제시하고자 한다.

아모레퍼시픽 미술관의 사례로 본 기업박물관의 역할 제고

류병희,문연수 한국문화예술경영학회 2011 문화예술경영학연구 Vol.4 No.2

현대 사회에서 기업의 이윤 추구가 당연시 되는 것과 동시에, 획득한 이익을 사회에 환원해야 한다는 기업의 사회적 책임은 기업 생존을 위한 필수불가결한 요소이자 지속가능경영의 보이지 않는 경쟁력이 되고 있다. 반면에 기업의 문화예술 분야에 대한 지원은 문화예술의 발전에 기여한다는 점 이외에도, 궁극적으로는 기업의 경영환경을 개선시키고 바람직한 기업문화를 형성하게 한다는데 의의가 있다. 본 논문에서는 아모레퍼시픽 미술관의 사례를 통해 기업박물관이 박물관으로서의 본질적인 기능뿐 아니라 기업과 문화예술 분야의 매개자로서의 역할을 살펴보고자 한다. 아모레퍼시픽 미술관은 전통 문화, 현대미술 지원에 대한 기획과 실천을 통해 모기업의 사회공헌활동을 수행하고, 또한 문화예술적 가치를 마케팅적 가치, 기업적 가치로 환원하여 기업 경영에 활용하도록 지원하고 있다. 이러한 사례로 볼 때 기업박물관의 핵심적 역할은 기업과 문화예술 사이의 매개자로서 일방적인 스폰서쉽(sponsorship)이 아닌 기업과 문화예술이 상생 발전하는 파트너쉽(partnership)을 구축하는데 있다고 할 수 있다.

브랜드를 강화하는 강력한 보조 수단의 아이오페 스템셀 인터넷 광고 사례 분석

서찬주,천소아 한국광고학회 2009 광고학연구 Vol.20 No.5