How AMOREPACIFIC Became a Globally Successful Cosmetic Company through Unconventional but Sensational Marketing?
- Authors
- Chung K. Kim; 한정수; 전미나; 김미예; Joshua Y. Kim
- Issue Date
- Jan-2013
- Publisher
- 한국마케팅학회
- Citation
- 아시아마케팅저널, v.14, no.4, pp 95 - 116
- Pages
- 22
- Journal Title
- 아시아마케팅저널
- Volume
- 14
- Number
- 4
- Start Page
- 95
- End Page
- 116
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/147508
- DOI
- 10.53728/2765-6500.1502
- ISSN
- 15987868
- Abstract
- 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 Lempic
- Files in This Item
-
Go to Link
- Appears in
Collections - 경상대학 > 경영학부 > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.