Launched on 15th September 2017, Amorepacific Group introduced its Korean natural name, Innisfree, to the US market. It revealed the brand's debut flagship brick-and-mortar store in New York City’s Union Square, a core strategic location for the global company.
Inspired by Korean culture and sourced from the home island of Jeju, Innisfree utilises cutting-edge formulas and committed environmental practices to create skin care products that are produced with an average of 80% naturally-derived and responsibly-sourced ingredients.
Innisfree’s full range, which comprises over 900 SKU’s and 150 US Exclusives specifically created for the US consumer, will also complement limited online exclusives available on the brand's website.
Novel and cultural experiences
The brand’s latest engaging and interactive store contains make up artist masterclasses, K-beauty skin care training, and green living classes. As a core message, the store highlights Jeju Island heritage and ingredients such as Green Tea, collected from 350 acres of USDA organic-certified green tea fields.
When entering the physical store, consumers are able to explore over eleven naturally-derived skin care regimens. Amorepacific, known for beauty categories such as sleeping masks, boosting essences and Cushion compacts, has channelled these popular buys through its Innisfree brand collections.
Notable brand favourites
The 'mask bar' enables beauty shoppers to select their mask collections based on their specific skin needs. It features prestigious worldwide sheet mask collections including It’s Real Squeeze Masks, Bio-Cellulose Masks or Skin Solution Masks, as well as sleeping masks and travel-friendly capsule recipe masks.
'My palette' and 'my compact walls' also enable buyers to personalise the skin care and colour cosmetics products on offer.
The 'my palette system' allows customers to mix-and-match colour cosmetics including their eyeshadows, blush, bronzer, concealers, colour-correctors and highlighters - in one palette.
In addition, 'my compact' produces 100 compact case designs to comprise blush, highlighter and contour duos, powder and two cushion foundation formulas with a 14-shade range. Innisfree’s cushion foundations contain hydrating Jeju Green Tea Extract and sunscreen to emphasise its Korean roots.
Along with a broadened range of shades and new formulations, Innisfree highlights its modified 5-step US K-beauty routines based on cleanse, replenish, treat, moisturise and protect.
US move
“We believe it’s the right time to durably seed Innisfree in the US since the brand is perfectly aligned with the key expectations of American millennial and Gen-Z beauty consumers: We offer high-quality skin care with naturally-derived ingredients and Instagram-worthy personalised make up, fast-paced innovation, immersive retail experience and authenticity through our responsibly sourced Jeju Island ingredients and green sustainable practices,” enthused Julien Bouzitat, Vice President and General Manager of Innisfree USA.
Commenting on expansion plans, Bouzitat went on to say: “While our new e-commerce site will serve the entire country, we will focus the next 18 months on establishing our store presence in New York City, with ambitious expansion plans for the rest of the country to follow.”
As part of their commitment to preserving the purity of Jeju Island and the environment as a whole, Innisfree has teamed up with Terracycle on an Eco-Recycling programme to spur people to bring their empty packaging in-store to help preserve and protect Jeju Island. As an incentive, consumers will gain loyalty programme points.