Trends & Innovation

Innisfree: Reshaping the Korean Skincare In-store Experience

Brand strategy briefing

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Headquartered in South Korea, Innisfree is a skincare and beauty brand that was launched by Amorepacific Corporation in 2000. Innisfree began its journey by selling cosmetic products using natural ingredients from the volcanic island of Jeju, South Korea. Today, it promotes natural beauty and an eco-friendly approach to living. Innisfree’s all-natural products and eco-friendly marketing strategy lent itself perfectly to ride on the wave of South Korean pop culture currently in vogue across many parts of Southeast Asia.

Innisfree has been particularly successful in Southeast Asia and China. In 2016, Innisfree achieved annual sales of US$880 million (around 1 trillion Korean won), and in 2017, they accumulated a total of US$595 million (642 billion Korean won) in sales. Innisfree has over 1480 stores across Asia, and in September 2017, it opened its flagship store in New York City.

What you'll learn:

  • How Innisfree cultivates its all-natural eco-friendy image
  • How it is improving its in-store experience
  • The evolution of the beauty and skincare market in South Korea and Asia
 

Table of contents

1. Introduction

  • About Econsultancy

2. Eco-friendly marketing

3. Improving the in-store experience

4. An evolving target market

Downloads

  • Pdf Disabled Innisfree: Reshaping the Korean Skincare In-store Experience (319 KB PDF)
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