‘Beyond traditional luxury’: Amorepacific launches new prestige brand targeted at younger consumers

The South Korean maker of Laneige and Innisfree debuted the brand with the Time Brace line, a range of six anti-ageing skin care products ranging from KRW110,000 ($90) to KRW550,000 ($451).

The products contain ingredients such as pomegranate, lingzhi mushroom, diamond and gold combined with exclusive Amorepacific technology.

The star product of the line is the Time Brace Serum, which combines diamond, lingzhi mushroom and Epiactive technology, which helps to deliver the benefits of the ingredients deep into the skin.

“​With the scientific knowledge and research we have amassed over the last seven decades, plus inspiration from natural ingredients in Asian history, we have brought together the rare and valuable time-tested jewel ingredients and anti-aging technology in the form of this new high-end skincare brand that's truly at another level,” ​said Brian Kim, global PR team, Amorepacific.

Sienu is currently only available in South Korea through Lotte Duty Free and limited Amorepacific stores.

Kim said the firm planned to expand the brand overseas, beginning with a China launch during the second half of this year.

In fact, the firm has already sought partnerships with popular Chinese celebrities, jewellery designers and influencers to help promote the brand.

A new kind of luxury

Kim told CosmeticsDesign-Asia​ that the firm recognised that there was a growing demand for luxury anti-ageing skin care solutions in the Asian region, especially among younger consumers.

With Sienu, the company hopes to strengthen its luxury brand portfolio, which consists of brands like Sulwhasoo and Hera, with more a more experiential approach to luxury.

For instance, during a two-month pop-up at the Lotte Duty Free Myeongdong Main Store, the brand sold an exclusive three-piece set with a one-carat sapphire necklace to symbolise the ‘rare value’ of the brand.

According to the firm, the limited-edition set garnered plenty of positive response from both local and foreign consumers.

“With a heightened luxury brand experience in mind, we saw the increasing needs of customers for a new, unique luxury brand that goes beyond traditional luxury brand and the strong demand for an anti-ageing solution, particularly among young customers, which has proven to be an opportunity for our new luxury brand SIENU,” ​said Kim.

To reach out to a younger demographic, the brand is also working to build a strong presence in the digital channel through e-commerce and partnerships with Korean influencers.

This is also to combat the impacts of the novel coronavirus (COVID-19) outbreak which affected the performance of the retail market.

“Amid the COVID-19 crisis, we managed to secure a competitive advantage in the digital channel and lay the groundwork for future growth. Furthermore, we will diversify our channel portfolio in the global market, develop personalised cosmetics technology and improve our capability through digital transformation both in the Korean and global markets for a better performance in 2020.”​