Overview: Pacific Corporation is a well-established institution in Korea that has played a pivotal role in setting standards for, and defining, the local beauty industry. It dominates the Korean market with a wide range of brands targeting different age groups and utilizing various distribution channels. The Korean cosmetics market became increasingly competitive and fragmented due to the entry of local and foreign brands, which rapidly transformed women’s tastes and expectations. Increasing affluence and sophistication have enabled consumers to become more discerning, resulting in greater acceptance of import brands.
Challenge: With its core customer base aging, and younger women describing the brand as old-fashioned and conservative, Pacific Corporation needed to redefine what its products and brand represented in order to remain competitive and grow beyond Asia. Landor’s main objectives for this program were to rationalize the branding and naming structure for Pacific Corporation and its retail brand, Amore, and to develop a coherent branding strategy that would revitalize the brand in its domestic and Asian markets while introducing its unique proposition to global audiences. Click here to read more on AmorePacific…
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