Amorepacific Global Marketing Strategy: Amorepacific Cosmetics Products Marketing Case Study in the United States in 2024
DOI:
https://doi.org/10.31851/jmwe.v23i1.20477Keywords:
Amorepacific, Global Marketing, IMCAbstract
South Korea has increasingly captured global attention not only through its cultural products but also through its dominance in the global beauty industry. In 2024, South Korea ranked as the second-largest cosmetics exporter in the world. Among South Korean companies in this sector, Amorepacific occupies the leading position. This achievement is evidenced by Amorepacific’s sales, which exceeded KRW 4 trillion in 2024. Amorepacific’s international performance has also shown a significant increase. The company’s revenue in the Americas rose by 83%, surpassing China for the first time as its main overseas market. In addition, the United States was recorded as the second-largest importer of South Korean cosmetic products in 2024. This study aims to analyze Amorepacific’s marketing strategy for cosmetic products in the United States in 2024 by applying the Integrated Marketing Communication (IMC) theory. A qualitative descriptive method was employed to understand the strategies implemented by Amorepacific. The data used in this study were secondary data obtained from company annual reports, social media, official statements, and various academic journals. The findings of this study are expected to provide a comprehensive overview of Amorepacific’s global marketing strategies in promoting cosmetic products in the United States in 2024.
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