Amorepacific (090430) has reorganized the marketing structure of its flagship global brand Laneige as it targets 1 trillion won ($700 million) in single-brand revenue. The move signals an intensified global rebalancing strategy aimed at strengthening its presence in advanced markets including North America and Europe.
According to industry sources on May 11, Amorepacific has consolidated Laneige's previously bifurcated marketing organization—split between its Korean headquarters and Los Angeles office—into a unified structure. As part of the reorganization, U.S.-based personnel have joined headquarters as marketing executives, reflecting a shift toward a globally-centered personnel system.
The company has also refined its global marketing framework for each Laneige product category. The organization was restructured to establish dedicated teams for product lines such as skincare and lip products to enhance category-specific expertise.
The changes are interpreted as an effort to strengthen Laneige's global marketing capabilities while reducing redundancies to improve operational efficiency. The reorganization is also expected to enhance locally-tailored strategies for the North American market.
Currently, approximately 90% of Laneige's revenue is generated overseas, with particularly strong performance in North America. Laneige recorded total sales of approximately 730 billion won last year, and the company aims to achieve 1 trillion won in single-brand revenue by strengthening its competitiveness in international markets.
Laneige has been intensifying its global marketing efforts, including collaborations with cross-industry brands. Earlier this year, the brand appointed KATSEYE—a Korea-U.S. joint girl group under HYBE—as its global ambassador and launched new product campaigns. In July last year, a limited-edition "Lip Glowy Balm" created in collaboration with Baskin-Robbins, inspired by the ice cream brand's "Rainbow Sherbet" flavor, sold out 35,000 units within 10 days of launch.
Laneige's overseas performance is driving Amorepacific's Americas business growth. Amorepacific's Americas revenue surpassed Greater China sales for the first time in 2024, and last year reached 631 billion won, up 20.3% year-over-year. Greater China revenue stood at 512.4 billion won during the same period, widening the gap between the two regions. Laneige is estimated to account for more than 60% of Amorepacific's Americas revenue.
"Amorepacific's integration of global marketing operations around Laneige is a strategic move to reduce dependence on China and strengthen competitiveness in advanced markets such as North America and Europe," an industry official said. "It can be seen as an effort to enhance marketing from a global consumer perspective by placing local talent in key organizational roles."
