June 26, 2019

Amorepacific’s hair cosmetics brand taps China

PUBLISHED : October 02, 2018 - 10:16

UPDATED : October 02, 2018 - 10:16

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[THE INVESTOR] Korea’s beauty giant Amorepacific said on Oct. 2 that its hair cosmetics brand has entered China with an aim to expand its presence abroad.

The company said it began selling 34 Mise-en-scene products, ranging from shampoo to treatment and hair mist, at China’s major e-commerce platform and some 200 Mannings drug stores late last month.

The brand’s products will also be available at China’s other major online shopping site Tmall and some 2,000 Watsons stores throughout the country starting this month.

The size of China’s hair care industry was estimated at 8 trillion won (US$7.18 billion) in 2017, posting an average 4 percent annual growth over the last five years, the company said, citing a report from market researcher Euromonitor International.

Amorepacific said it will reach out to Chinese consumers, using online channels and drugs stores as its main sales platforms.

Mise-en-scene’s latest inroads into the world’s second-largest economy marks its second overseas expansion. Launched in 2000, the Korean cosmetics brand began the global drive by tapping the Taiwanese market last year.

By Song Seung-hyun and newswires (

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