and this perfume occupied perfume market about 2.8% inthere. There are many kinds of perfumes inthere, so it was difficult to obtain that number of percentage. And nowadays they try to enter into another country
like China, Japan and so on. These factors attracted us so we were willing to look into Amore pacific. Among in amore pacific brands, "Laneige" is a powerful brand. So, we will touch
market-L’Oreal, Procter & Gamble Co and Shiseido-and two Korean cosmetic companies in China which can be the competitor with them- Laneige and Mamonde. After that, we will make some suggestion for Korean cosmetics companies to maximize their market sharein Chinese cosmetics market, based on our analysis about Chinese cosmetic market. Thus, researching question of this paper is “what arethe
In Asia and other emerging markets, we will push to advance, andinthe developed markets, we will raise our image by focusing on the prestige brand lines such as Sulwhasoo and AmorePacific. That is our global company strategy.
Amore Pacific is particularly concentrating on China, French andthe Americas as aimed areas. By entering these regions, theyare achieving their global vision.
of cosmetic products by the 60 years of age generation, represents 19% ofthetotal cosmetics market. With an annual increase of +4%". There is a lot at stake for cosmetic manufacturers, knowing that according to a survey ordered by Shiseido in 2007, 50% of women of this class of age believe there is not a single brand meeting their needs.
Different type of answers are found in surveys concernin
is spread to 15 countries inthe world. To be success, around the world, not only in Korea, it takes a strategy that makes itself have luxurious brand. From this strategy, Amore Pacific is spreading out in USA and China through many celebrities. Amore Pacific has 27 brands including LANEIGE, MAMONDE, IOPE, HERA, innisfree, ETUDE, Happy Bath and so on. Among these 27 brands, only 3 are released in