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K-beauty conglomerate Amorepacific inks deal with Shopee to bolster regional reach

Amorepacific inks MOU with Shopee

Singapore – South Korean beauty conglomerate Amorepacific and e-commerce platform Shopee have entered into a memorandum of understanding (MoU) to strengthen both their regional partnership, which started in 2018, as well as to accelerate the growth of K-beauty brands in the region. This adds Taiwan to the beauty company’s market aside from the Southeast Asia region. 

Through the MoU, Amorepacific will be launching the first regional campaign for one of its brands, Sulwhasoo, on Shopee Premium this April, to drive online sales and premium category growth on e-commerce. This follows the exemplary performance of Sulwhasoo’s launch in Indonesia, Vietnam and Thailand on Shopee last year. 

Amorepacific’s portfolio includes known K-beauty brands such as Laneige, Mamonde, Ryo, and Mise en scene, as well as innisfree and Etude. The company aims to leverage Shopee’s market leadership and deep data insights into consumer shopping trends and behavior to help pre-launch new exclusive products. 

In addition, Amorepacific will explore introducing its brand ambassadors such as popular Korean celebrities and artists into its Shopee campaigns, strengthening its brand affinity and awareness with consumers across the region.

With regards to Sulwhasoo, aside from the campaign in Shopee Premium, Sulwhasoo will curate brand content and tap on the differentiated user experience on Shopee Premium to enhance its brand storytelling, and deepen engagement with the growing number of premium and luxury consumer segments. The beauty brand will also explore launching a brand membership program on Shopee to reward loyal shoppers.

For Michael Youngsoo Kim, head of Amorepacific APAC, their partnership with Shopee is a natural evolution of its successful business results in the past 9.9 and 12.12 campaigns. 

“With Shopee’s deep understanding of the local market landscape in the region, engaged users, and data expertise, we believe that Amorepacific and Shopee together, will be able to better serve the needs of consumers by bringing more of our world-class products to them,” Kim stated.

Meanwhile, Chris Feng, chief executive officer at Shopee said that they look forward to working with Amorepacific, as they have been invited as new brand partners for Shopee’s Regional Champion Brands Programme, which aims in boosting top-performing brands on the platform.

“We are confident of helping Amorepacific capture more growth and opportunities regionally with priority access and support on all regional initiatives and resources. This partnership will also enable us to tap on their vast portfolio and industry expertise to strengthen Shopee’s beauty and personal care offering, giving our shoppers more choices, as well as upgrading the online shopping experience,” Feng explained.

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