Fashion

K-Beauty Leader AmorePacific Expands Customer Reach Through “Beautycon LA”

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South Korea’s K-beauty leader AmorePacific has widen its customer scope through the recent Beautycon LA.

Beautycon LA on 14 and 15 July, 2018 | Image photo: AmorePacific

On July 14 and 15, AmorePacific shared its proud heritage of strikingly efficacious skincare at the Beautycon LA, held in the Los Angeles Convention Center.

Running on its seventh year, Beautycon is an annual event held in New York, London, and Los Angeles, with over 100 brands, and 200 celebrity and beauty content creators in participation.

K-Beauty exhibition zone in Beautycon LA | Image photo: AmorePacific

For the first time this year, a K-Beauty special exhibition zone, named K-Town, was featured in the event, proving the increasing popularity of Korean beauty products in the United States. Visitors of AmorePacific booth got the opportunity to learn about the major skincare products of AmorePacific, Sulwhasoo, Laneige, Mamonde, and Innisfree.

AmorePacific booth in Beautycon LA with its brands | Image source: AmorePacific

Launched in 2003, AmorePacific is the prestigious flagship brand of the K-beauty brand. Channeling the mystical power of Asian botanical ingredients like green tea, bamboo sap, and red ginseng, the brand revitalizes and heals the aging skin. It delivers quintessential botanical energy through its icon product Time Response Skin Renewal Creme, Time Response Eye Renewal Creme, and Green Tea Seed Treatment Oil.

Sulwhasoo at AmorePacific booth in Beautycon LA | Image source: AmorePacific

Boasting a holistic and harmonious skincare, Sulwhasoo enhances the skin’s self-recovery and uses modern science to address skin problems down to their roots. The holistic beauty brand and its iconic and best-selling products, such as First Care Activating Serum EX, Snowise Brightening Serum, and Concentrated Ginseng Renewing Cream EX, were introduced in 2010 under AmorePacific in response to the growing popularity of K-Beauty products both domestic and aboard.

Laneige at AmorePacific booth in Beautycon LA | Image credit: AmorePacific

In 2014, AmorePacific took a wide leap into the US by introducing Laneige. Known for its trend-oriented, high-tech and moisturizing formula, Laneige uses science of water to transform it into a highly beneficial skin-hydrating energy, which is particularly evident with its popular products like Water Bank Moisture Cream, White Plus Renew Original Essence, and Water Sleeping Mask.

Continuing its vision to bring K-Beauty products and their benefits to more people, AmorePacific opened the first naturalist brand Innisfree at the Union Square, Manhattan, New York in September 2017. Formulated with Jeju’s natural resources such as green tea, orchid, and volcanic ash, Innisfree offers the purest and most natural approach to skincare through its products including Green Tea Seed Serum, My Cushion, Super Volcanic Clay Mousse Mask, and Orchid Enriched Cream.

Mamonde at AmorePacific booth in Beautycon LA | Image credit: AmorePacific

This year, AmorePacific further expanded its K-Beauty brands by launching Mamonde through local beauty distributor Ulta in March. The floral inspired beauty brand prides itself in channeling the condensed nutrition of every part of a flower to develop energizing and gentle products such as Moisture Ceramide Intense Cream, Cover Powder Cushion, and First Energy Essence.

Aside from introducing the five brands and engaging customers with the respective labels, the visitors could also indulge to communicate about South Korea’s growing beauty and cosmetic industry, as well as techniques and skincare regimen lessons at AmorePacific Lounge, jointly run with the K-Beauty special exhibition zone. A fab beauty gift set, AmorePacific Experience Kit, was also acquired by the visitors after collecting stamps from the booths of the five beauty brands.

Beauty and fashion influencer Karen Yeung and K-Beauty tutorial maven Fei shared their skills and know-hows through various beauty talks and tutorials.

Yeung, whose YouTube channel has more than one million subscribers, shared Los Angeles’ urban sensibilities, while Fei, who also boasts more than one million subscribers, talked with fans about K-Beauty knowledge and more specifically about AmorePacific products.

The participation of AmorePacific, coupled together in the largest beauty industry fair and the largest exhibition space in the West, reflects the growing interest for K-Beauty products, propelled by the green approach and natural ingredients found in each product, further combined by modern science and the unstoppable growing popularity of Hallyu overseas.

AmorePacific continues to lead the K-Beauty craze in the US.