the product and its feature, the fact thatLolitaLempickais a product of AmorePacific was rather new. Because AmorePacific did not actively participate inthe Korean perfume market with LolitaLempicka, it is hardly known thatLolitaLempickais a Korean product. Based on its success in French marketand current unknown status in Korea, LolitaLempickais considered to have much potential for
to broaden their
acknowledgement. One ofthe success case is France perfume market. They pushed intothe France market about 10 years ago. Amore pacific constructed their brand image through emotional image of perfume business. It is a "Lolitalempicka" thatisthe first korean perfume produced in France. After a few days
later, It got a fame and this perfume occupied perfume market about 2.8
'LolitaLempicka' launched in France, 1997
While themarket share of AMOREPACIFIC
is currently increasing around the world,
"LolitaLempicka“ become representative brandofthe world
Lack of understanding
In French cosmetic industry
Insufficient market research
Failing recognition of race condition
Lack of efforts, understanding
Glocalization and local culture
and also to gain competitiveness in dominance and authorities.
⑤ Service
Marketing and Sales
STP
The French perfume market was mainly composed of highly priced perfume such as Dior and Chanel. There was no definite brandthat quenched the thirst of women who preferred medium priced perfumes due totheir affordability. Therefore, LolitaLempicka’s mainly targeted women intheir 20s an
The U.S
AMOREPACIFIC Corporation's American business activities are being undertaken with a focus on the company's flagship brand AMOREPACIFIC, which is a modern distillation of oriental beauty. AMOREPACIFIC, on the cornerstone of its success in NewYork and Seoul, is solidifying its position as a genuine prestige as well as communication the unique world of its brandto new foreign markets.