AmorePacific’s newly-tapped U.S. president and CEO, Bradley Horowitz, is aiming to turn up the volume on the Korea-headquartered skin care brand—which has inspired an ever-growing American following and boasts blockbuster sales across Asia. While maintaining a relatively modest profile here, AmorePacific is the 17th largest beauty company in the world with annual revenues of roughly $2.5 billion, Horowitz noted.
“I think we’ve been a bit too quiet about who we are and what we can do,” he confided in an exclusive interview at the brand’s Spring Street spa location, outlining his intentions to deepen distribution, increase print advertising and social media efforts, improve the at-counter experience and forge new charitable partnerships. (Next month, the brand’s Creating Beautiful Lives campaign will support skin cancer research at Memorial Sloan-Kettering.)
Horowitz, a 20-year industry veteran who has consulted for Oscar de la Renta, Coty and BPI, most recently served as AmorePacific’s COO before rising to his current position in June. It was the 65-year-old brand’s founding principles—its efficacious fusion of Asian botanicals with cutting-edge technology—that initially compelled Horowitz, he said. “My dream is for people to recognize the brand as the absolute leader in service and innovation in the anti-aging skin care market.”
The AmorePacific R&D Center, Mizium.
A leader, indeed: AmorePacific boasts over 140 research patents and the largest R&D facility in Asia, Horowitz said. The brand’s hallmark ingredient is a green tea extract called EGCG derived from the company’s own green tea gardens on the isle of Jeju off the Korean coast.
Currently distributed in select Sephora, Neiman Marcus, Bergdorf Goodman and Nordstrom stores, Horowitz said his initial goal is to increase the door count among these retailers rather than launch in new stores. Eventually, he said, he also hopes to expand the brand’s reach in Canada and South America.
Items from the AmorePacific-owned Sulwhasoo brand.
Key to growth, he explained, is improving the at-counter experience. Accordingly, the brand has introduced the Beauty Creator program, in which estheticians trained at the brand’s spa are able to convey skin care techniques, share product information and, most importantly, recreate the AmorePacific experience in store.
Due to higher price points, an extensive sampling initiative at counter has also been put into effect. 100,000 generous trial sizes have been shipped to Sephora along with the September launch of the forthcoming Future Response Age Defense Creme.
Another exciting aspect of the business—and crucial growth point for which Horowitz is now responsible—are the company’s Amore shops. He describes the 47 total U.S. stores as “franchise-like,” which are not owned by the company but exclusively sell its product lines (AmorePacific owns roughly 20, including Lolita Lempicka and Annick Goutal.) While the Amore shops do not stock the AmorePacific flagship line itself, they do carry other names like La Neige and Sulwhasoo. These lines have huge followings in Asia, Horowitz said, and garner ample sales from the immigrant population here.
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