Amorepacific's Aestura Enters Japan, Accelerating the Brand’s Global Expansion

Amorepacific’s Aestura brand has entered the Japanese market and is set to be officially launched there this week. Its arrival in Japan also speeds up the brand’s expansion in the international retail business segment.

As part of Aestura’s launch in Japan, its parent company, Amorepacific Corp., is introducing four exclusive products that will be sold at the country’s @cosme store. The South Korean cosmetic manufacturer announced the debut of Aestura in the Land of the Rising Sun on Wednesday this week.

According to The Korea Economic Daily, the Aestura brand’s presence in Japan also bulked up Amorepacific's portfolio, which already includes a number of well-known names in the cosmetic business, such as Etude, Innisfree, Hera, and Laneige. The company’s spokesman said that the launch in Japan takes Amorepacific another step further in reaching its ambition of growing its presence in the local markets.

Aestura will also be exposed to a wider audience globally and there are plans to bring this brand to other regions as well, like China and Vietnam. “Starting with Japan, we plan to enter the ASEAN region such as Vietnam and Thailand next year to introduce Aestura to more global customers,” an official of the company said.

Maeil Kyeongje reported that to celebrate the launch of Aestura in Japan, Amorepacific will open a pop-up store at the Tokyo location of @cosme. Customers and cosmetic enthusiasts may visit the pop-up from Sept. 13 to Sept. 26. Visitors will be treated to various perks like free product samples and skin consultation service.

Meanwhile, Amorepacific first rolled out its Aestura cosmetic brand in 2015. It was introduced as a line offering basic skincare. It was developed using the beauty products retailer’s derma-cosmetic technology. Finally, Aestura will initially be sold at 12 participating stores of @cosme which is the largest beauty platform in Japan.

Photo by: AmorePacific Group Website