AmorePacific Revises Marketing Strategy For Namesake Flagship Brand

South Korean cosmetics company AmorePacific is repositioning its flagship brand. After withdrawing the brand from Japan, the company also pulled the brand from its duty-free stores in South Korea except those at the Incheon International Airport. Launched in 2002, the brand carried the company's dream of competing with global luxury brands, such as Lancome and Estee Lauder. Although it had a relative success in the United States, the brand, however, failed to find market success in Japan and never attracted big-spending Chinese consumers.