Amorepacific’s Hera outlines Thailand expansion plans with Sephora, EVEANDBOY, Shopee, TikTok

Hera officially launched in Thailand at the start of August with its first counter at major department store, Central Chidlom in Bangkok.

Additionally, the brand hosted a separate pop-up to increase engagement with Thai consumers.

According to the company, it plans to host another pop-up at Siam Paragon, another popular shopping mall in Bangkok.

It also revealed that it would be partnering with multi-brand beauty retailers Sephora and EVEANDBOY to expand the brand’s reach in Thailand.

A month prior to the launch at Central Chidlom, the brand embarked on a soft launch with e-commerce platform Lazada.

In the second half of this year, the brand will also launch on e-commerce platform Shopee and social commerce platform TikTok Shop. 

SEA growth story

Hera’s launch in Thailand follows the K-beauty major’s goal to focus on its growing international markets.

In the second quarter of fiscal 2024, Amorepacific recorded a 22% revenue decrease in Asia.

This was attributed to the 44% decline in revenue in China, which included mainland China, Hong Kong, and Taiwan markets.

Aside from China, the firm saw growth in Asian markets such as Japan and South East Asia. Overall, revenues in these markets grew by 25% to slightly mitigate the situation in China.

In SEA, total revenue was driven by partly by the launch of Aestura in Thailand​. In Japan, growth was driven by the expansion of Hera, Aestura, and Laneige in multi-brand shops and e-commerce channels.

Hero products

The brand aims to capture market share by focusing on its foundation and lip products.

This included its flagship product, Black Cushion Foundation, which the brand claims has been the top selling cushion compact among Korean brand since its launch in 2017.

Hera said the product has gained significant attention from Thai customers who appreciate the refreshing coverage and lasting power.

The brand will also push its Silky Stay 24H Longwear foundation, which it believes will resonate with consumers looking for a lighter texture with a natural glow.

The lip tint product 'Sensual Powder Matte' will actively promote Hera's unique makeup look by suggesting various colors including subtle MLBB colors that were hard to find in the Thai market so far.

For lips, the brand will focus on the Sensual Powder Matte series, includes more subtle and natural shades that fit into the My Lips But Better (MLBB) trend.

The brand said it can differentiate itself by offering MLBB colours, which it believes is currently lacking in the Thai market.