AMOREPACIFIC, as a leader of K-beauty, participated in Beautycon (Beauty Convention) LA at Los Angeles Convention Center last July 14 and 15, representing the high esteem of K-beauty.

Held each year in New York, Los Angeles and London, Beautycon is one of the industry's greatest events with over 100,000 on and offline fans coming together from around the world. In this year's event which saw the participation of over 100 brands, 200 celebrities and beauty content creators, Amorepacific projected its stature offering a range of brand experiences at Amorepacific Land, a concept based on a beauty theme park. Among the 22,000 beauty enthusiasts who participated in Beautycon, many lined up at Amorepacific Land, which was perfectly geared to social media environments, to embark on a journey and partake in a variety of interactive activities.

In addition to the Amorepacific Land experience, Amorepacific captured attention of visitors through collaboration with Beautycon via an exclusive lounge in the K-beauty section. The lounge, which served as a portal for the K-beauty section, was open to all visitors and showcased five featured brands including Amorepacific, Sulwhasoo, and Laneige along with innovative products. Visitors were also invited to meet-and-greets with prominent K-beauty influencers Karen Yeung (@iamkareno) and Fei (@heyitsfeiii), who boast over 3.5 million followers combined.

"We are thrilled to partner with Beautycon and be at the forefront of their new K-Beauty exhibition." said Jessica Hanson, President of Amorepacific US. "Beautycon's decision to make an area dedicated to the category proves that K-Beauty is more than just a fleeting trend, and we are proud to be leading this growing category."

Korean beauty style has been affirmed as a major trend in the global beauty industry, and at the forefront of it all, stands Amorepacific. Recording an approximate $6 billion in annual sales, Amorepacific features as many as 30 brands including Sulwhasoo, Laneige, Mamonde, innisfree and ETUDE HOUSE, accounting the largest market share in Korea, as well as being the longest in existence, with a history of 73 years.

Amorepacific had been propelling the world's beauty trend long before the rise of the term K-beauty, by launching new categories in the market with innovative creations such as the cushion, sleeping mask and boosting serum. Early this year, Amorepacific officially launched in the Middle East region to reach out to local consumers and deliver the essence of 'Asian Beauty', reflecting its deep understanding of both nature and humanity to pursue harmony between inner and outer beauty.

The company has since launched its leading global young makeup brand Etude House in UAE, Kuwait and Saudi Arabia via distribution channels owned by Alshaya Group. Etude House is now receiving fervent responses from local consumers with its lovely, trendy and playful concept and never-seen-before innovative products in the region. Other than the recently launched Etude House, Amorepacific is currently planning to introduce additional brands from its portfolio to the Middle East region. — SG