Amorepacific Partners with Sephora to Launch Laneige Brand in Mexico

Amorepacific Corp. partners with Sephora to introduce its Laneige brand to the Mexican market, leveraging Sephora's e-commerce platform. This collaboration marks Amorepacific's strategic push into Latin America, eyeing the region's thriving $33.82 million beauty industry. Starting Sept. 22, Laneige will hit 36 Sephora stores with promotional events.

Amorepacific said on Monday, Sept. 11, that its strategic partnership with the French personal care and beauty products retailer is also a stepping stone to further expanding its skincare division in Latin America. Moreover, the company hopes that the arrival of Laneige in Mexico via Sephora's e-commerce platform will also help boost its presence globally.

According to The Korea Economic Daily, since Sept. 8, Amorepacific has sold more than 20 skincare brands on the Mexican version of Sephora's e-commerce site. From here, the Korean firm plans to bring its brand to more customers in Mexico by adding its products to its physical stores of Sephora across the country.

Starting Sept. 22, the company will sell Laneige and other brands in 36 regional Sephora outlets. Amorepacific will organize promotional activities to celebrate Laneige's debut in the Mexican skincare industry. Customers may enjoy free product samples during the events.

"Laneige is the brand that can deliver the highest level of satisfaction to trend-sensitive and premium skincare-focused consumers in Mexico, especially those in their 20s and 30s," an official of Amorepacific stated.

Meanwhile, after Laneige's rollout in Mexico, Amorepacific said its next goal is to expand into the Central and South American markets.

"Through close collaboration with Sephora Mexico, we plan to expand our presence in the beauty and personal care markets in Central and South America that are estimated to be worth around KRW45 billion won or $33.82 million," The Korea Joongang Daily quoted Amorepacific's chief strategy officer, Lee Jin Pyo, as saying in a statement.

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