SETS NEW INITIATIVES AT
s the new President and CEO of AMOREPACIFIC Corporation in the Americas, Bradley Horowitz has outlined his vision for highlighting the company’s brand awareness as well as expanding its presence at point-of-sale. AMOREPACIFIC Corporation has sales of $2.9 billion and is the 17th largest beauty company in the world, with 90% of its business coming from Asia. AMOREPACIFIC is one of over 20 brands in the corporation’s portfolio, including Sulwhasoo, LANEIGE and Iope, but Mr. Horowitz declared that AMOREPACIFIC is the “most luxurious and prestigious brand as well as carries the company’s name.” AMOREPACIFIC is a high-tier, premium skincare line, and its focus is on anti-aging and skin rejuvenation. “Through our technology, we have found ways to harness all of the benefits of green tea, which you know as a beverage contains a high percentage of anti-oxidants,” Mr. Horowitz explained. “The anti-oxidant strength is derived from the most potent form of EGCG—making it many times more effective than vitamins C and E—which is extracted and delivered into our cosmetic products. Customers come to us because we have advanced technology and the capacity to deliver on our brand promise.” The company has hundreds of acres of green tea fields off the coast of Korea on Jeju Island. They have a laboratory located in the middle of these green tea fields to research ingredients derived directly from green tea. “The science behind our privately cultivated green tea has produced such great results in our creams, serums and ampoules,” he AMOREPACIFIC’s Bradley Horowitz declared. “There is an expectation for us to bring in newness and innovation,” he said. “One of the most brilliant elements about our line is that we have segmented our products into different collections that enable us to deliver products to specific audiences and retailers. We have the Moisture Bound collection that sells very well at Sephora. The Time Response collection is featured at Bergdorf Goodman, Neiman Marcus and Nordstrom.”
AMOREPACIFIC’s acres of green tea fields on Jeju Island NOV EMB ER 2 0 1 2 /
The Asian research and development center/Mizium is located in Seoul, Korea.
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Beauty Fashion November 2012 issue