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company with more than thirty brands of skin care, makeup, fragrance, hair care, oral care
and body care products. The brand portfolio also includes green tea. It started out as a small
family business selling hair oil made from camellia seeds in 1932.
Amore Pacific aims to become Asias number one beauty company and one of the worlds
top five beauty companies by 2020. The company aims to generate USD 12 billion in sales by
2020 with 51 percent coming from global markets compared to 21 percent at present.
In 2013, Amore Pacific ranked as the worlds 17th biggest cosmetics company in terms of
global sales. LOral was number one, followed by Unilever and Procter & Gamble.
Amore Pacific is the third-largest cosmetics company in Asia behind Japanese companies
Shiseido and Kao. Its gradual expansion in Asia is highlighted by an increase in its skincare
market share in China from 1.2 percent in 2007 to 2.6 percent in 2012, putting it above
Unilever and Johnson & Johnson, according to global research firm Euromonitor.
Amore Pacifics vision is to be thought of as the Asian Beauty Creator in the minds of
customers by providing total care beauty and health products.
https://www.youtube.com/watch?v=3sRobARAY1M
Brands Region
Asian brand for China, Hong Kong, Taiwan, Singapore, Malaysia, Thailand, Vietnam, and
Laneige
Indonesia.
Mamonde A new brand for Chinese customers offering Mamonde peach blossom cushion
Etude House A brand for Asian countries like Singapore, Japan, Hong Kong, Thailand, China, Malaysia
Asian brand for China, Hong Kong, Taiwan, Singapore, Malaysia, Thailand, Vietnam, and
Laneige
Indonesia.
Mamonde A new brand for Chinese customers offering Mamonde peach blossom cushion
Etude House A brand for Asian countries like Singapore, Japan, Hong Kong, Thailand, China, Malaysia
Lirikos Marine
A brand for Chinese online channels
Energy
Further Reading
Ghemawat, Knoop, Kiron,(2005), Amore Pacific: From Local to Global
Beauty, Harvard Business School
https://martinroll.com/resources/articles/branding/amorepacific-
korean-beauty-company-going-global
www.amorepacific.com