Carat wins the Amorepacific Group China media business

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Global beauty giant Amorepacific Group has appointed Carat as its new media agency of record in China after a competitive pitch. The remit covers all aspects of integrated media planning and buying business across Amorepacific China’s all brand portfolio such as Sulwhasoo, LANEIGE, innisfree, Mamonde, and etc.

Stakeholders of AMOREPACIFIC China: “A key driver for this review was our desire to accelerate our digital transformation in China. We were looking for a partner that would enhance our digital capabilities and have a performance mindset to increase conversion. Carat’s technology, tools and people stood out. Dentsu Aegis’s strategic vision for the future matched our own, coupled with their strong grasp of the fast-changing media landscape, we have complete confidence that they are the right partner to help us drive growth.”

Starting from March, Carat will work in partnership with Amorepacific China to drive the 2020 communication plan and deliver on core strategies including strengthening brand competitiveness, customer experience and realizing omni-digital loop across all of its portfolios in skincare, cosmetics and personal care brands.

Wan-Gyn Ang, CEO of Carat China said: “We’re honored to be working with such an innovative company like Amorepacific. They have always led the way with pioneering products across their portfolio, to be selected as their transformation partner gives us great confidence that we have a leading edge offering and team”

Michelle Lau, CEO of Dentsu Aegis China said: “We are thrilled to have such a prestigious client in our portfolio and to have a shared vision for digital transformation in China. To attract a leading client like Amorepacific shows that we are investing in and developing the right type of offering – one that is built for the future”.


Notes to Editors:

About Amorepacific Group:

Amorepacific is a global beauty and cosmetics group based in South Korea with a history of more than 70 years. With its portfolio of more than 20 cosmetics, personal care, and health care brands, the company has always been committed to the corporate mission of "Sharing Asian Beauty with the World ".

China is Amorepacific's biggest overseas market. Since 1992, Amorepacific Group has entered 10 brands to Chinese market, including Sulwhasoo, LANEIGE, Mamonde, innisfree, Etude House, HERA, primera, IOPE, Ryo and mise-en-scene.

At present, Amorepacific has 4,300 outlets across 287 cities in China, providing a wealth of products and services from skin care and makeup to hair care for Chinese consumers in pursuit of a better life. At the same time, the AMOREPACIFIC Beauty Campus Shanghai has been established as the hub of the company’s production, research, and distribution to efficiently and quickly respond to increasing demand from Chinese consumers.

Amorepacific is also accelerating its digital transformation in response to new retail trends. It brings Chinese consumers connectivity offline and online in a seamless way across Tmall, JD and other mainstream e-commerce platforms and emerging social platforms, and digitalizes the entire process from research and development to production and marketing, to provide Chinese consumers greater products and consumer experience.