Keeping the Innovation and Tradition together!

News360 in conversation with Doyoul Lee, Managing Director Innisfree and General Manager, AmorePacific

Q. By far how has been your experience in India?

It has been an amazing journey in India with all our AmorePacific Brands, specially – Innisfree. The brands have received a lot of love and support from people. Our products have been widely appreciated by the Indian audience which gave us tremendous scope for growth.

I have personally also had a very good experience so far. In India I made Good friends, had good and delicious food. India has a much diversified culture. I think it is one of my best decisions to move here. I was always fascinated by India. I even studied Indian culture, history and Hindi in my university. I love Indian people; they are very humble, soft spoken and very hardworking. 

Q. What is the key to keeping tradition and innovation together? When you develop new products, what inspires you the most and how do you turn your inspiration into action?

I think it is very important to balance between tradition and innovation. When we develop new products, we try to blend tradition with innovation. Reading online articles, research and understanding the needs and demands of the consumers definitely helps us in turning our inspirations into actions. 

Q. AmorePacific brands seem to demonstrate how much your company values the “healthy” and “natural” beauty. In sourcing cosmetic ingredients and raw materials and developing new products, what do you have in mind other than “health” and “nature”?

The quality of the ingredients plays a key role. We only opt for the finest quality raw materials and ingredients. Not only that but we ensure that our ingredients are sourced ethically. For us, the key is to be as natural, healthy and ethical as possible. As a brand we need to be sincere in our offerings as the needs of the customer is the most important for us. Sincerity is a very basic value which we at Amore Pacific strongly believe in. 

Q. How can beauty make bigger changes to the world in the future? Where can we find the potential of development in the future?

 I feel with the development in technology, beauty and tech will soon be going hand in hand. For example, you can try make up demo in digital space. 3D printing also can be apply like make-up sticker. etc. 

Q. Briefly explain about the background of both AmorePacific Corp. and Innisfree India?

AmorePacific was founded in 1932 and officially established in 1945, AmorePacific Corporation is a leading cosmetics company headquartered in Seoul, South Korea. With a great dream rooted in humanity’s beauty and health, AmorePacific seeks to push the boundaries of traditional beauty with innovative solutions drawn from rich Asian heritage. AmorePacific oversees a wide umbrella of brands including Laneige, Sulwhasoo, Etude House and Innisfree.

Korea’s representative naturalism beauty brand “Innisfree” was launched by AMOREPACIFIC in 2000 as the Group’s first naturalism brand. Using only reliable ingredients obtained from pure nature and the consistent perpetuation in eco-friendly green design, Innisfree promises to stay environmentally sustainable in the pursuit of delivering beauty from nature to consumers.

AmorePacific’s journey started in India in October 2013 with the opening of Innisfree India’s flagship store in Khan Market, New Delhi. Now Innisfree has over 20 successful stores and retailing through Nykaa, Myntra, Boddess, Purplle and Amazon. Since 2019, we have also introduced other brands such as Laneige, Etude House and Sulwahsoo in India. 

Q. How has been the acceptance of your products towards the Indian audience? What is the USP of the products?

We have received overwhelming response since Innisfree launched in 2013 in India. Our products have been very well appreciated by the audience. Products such as Innisfree Green Tea Seed Serum, Innisfree Super Volcanic Pore Clay Mask 2X, Innisfree Jeju Orchid and Pomegranate ranges have become bestsellers in India as well. Because we use only reliable ingredients obtained from pure nature, it works well with Indian customers. The response has been so great that we also introduced India specific products such as the Bold Kohl and Camellia Hair Oil which have also been well received by the audience. 

Q. What are the market initiatives taken to grow your brands and how are they faring pan India? Which states are they available?

 When we launched in 2013, we emphasized naturalism brand which means using natural ingredients. And it worked well since Indian customers trust pure and natural ingredients. Introducing India specific products has also helped. Overall we have focused on understanding the demands of the people and introducing products that the Indian audience will resonate with. 

All our products are available pan India via online retail platforms. We also have our stores in Delhi, Mumbai, Chennai, Pune, Bangalore and Kolkata

Q. What kind of portfolio of brands would you like to create for the brands in the next three years?

We are tracking the hair category which is big in Indian market. So we are looking to introduce new products under the hair category of Innisfree. We are also planning to introduce other brands under AmorePacific. However, we are still discussing the same and will know more details with time. 

Q. Going forward what are your expansion plans and any new projects you have in mind?

Under a pandemic situation, we are focusing on the ecommerce business. While expanding the digital platform, we will try to increase our offline presence with MBO partners. Currently we are discussing it with partners.

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