[The Guru=Reporter Han Areum] Amore Pacific is renewing its Innisfree skincare lineup and is making a full-scale attack on the Japanese market. The plan is to increase sales volume by focusing on upgraded product capabilities. It is interpreted as part of a strategic decision to make up for the sluggish performance in China in Japan.

According to industry sources on the 5th, Amore Pacific will launch an upgraded version of Innisfree Olive Vitamin E in Japan next month. It will be sequentially available in Innisfree’s official online store and stores, as well as variety shops.

The newly launched Olive Vitamin E lineup consists of four products: △Cleansing Tissue △Real Skin △Real Lotion △Cleansing Foam. While inheriting the heritage of the existing Olive Vitamin E lineup, it focuses on providing powerful moisturizing and nutrition by applying the latest technology. Olive contributes to cell membrane stability and inflammation suppression, and Vitamin E is known to be effective in preventing skin aging. The company explains that when the two ingredients are combined, it helps create soft and smooth skin texture.

Amorepacific plans to use this renewal as an opportunity to focus Japanese customers’ attention on Innisfree and foster it as a basis for sales growth. It also set a goal of strengthening marketing activities to expand customer contact points.

Amorepacific, which replaced its Japanese head in the second quarter, is seen as focusing on strengthening its position in the Japanese beauty market by highlighting Innisfree, which is doing well locally. This is because more than half of Innisfree’s overseas sales come from Japan. In fact, Amorepacific’s localized sales in Japan increased by about 30% last year thanks to Innisfree’s growth. Accordingly, Amorepacific appointed Na Jeong-gyun as the new head of its Japanese corporation in May, laying the foundation for expanding its local business. Na has built a global career by serving as the head of Amorepacific ASEAN RHQ and the head of Amorepacific North America RHQ.

The market is also making predictions and forecasts about Amore Pacific. Park Hyun-jin, a researcher at Shinhan Investment & Securities, analyzed, "Amore Pacific's sales this year are expected to exceed 600 billion won, and operating profit is expected to reach 200 billion won."

Meanwhile, Amorepacific opened its first Innisfree store in Tokyo, Japan in 2018 and began expanding its local business. There are currently 11 Innisfree stores in operation in Japan. In April, it joined hands with popular Japanese content company Sanrio to expand customer contact points through local collaboration marketing.