Espoir enters offline channels in Japan
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Amorepacific’s makeup brand Espoir has entered Japanese offline retail channels after making an online debut in April.
The South Korean brand expanded into some mainstream multi-brand shops in Japan including @Cosme, Loft and Tokyu Hands. The brand’s top-selling products such as Pro Tailor Be Glow Cushion, Water Splash Suncream or Real Eye Palette are now on sale at these stores.
“We plan to broaden our product range in response to the demand of local customers,” said Jieun Lee, brand communication manager at Espoir. “Starting with the Japanese multi-brand shop channel, we will expand the global retail network further.”
Espoir entered the Japanese beauty market through several online channels in the country including Qoo10, Rakuten, Yahoo Japan and Amazon Japan. Since then, the brand has attracted many local customers who are fond of South Korean makeup.
Questions & Answers
Q.Which specific product lines has Espoir introduced to its new Japanese offline retail channels?
Which specific product lines has Espoir introduced to its new Japanese offline retail channels?
Espoir has made its top-selling products available in Japanese multi-brand shops. These include the Pro Tailor Be Glow Cushion, Water Splash Suncream, and Real Eye Palette, which are now on sale in the new stores.
Q.What is Espoir's broader strategy for international expansion beyond the Japanese multi-brand shop channel?
What is Espoir's broader strategy for international expansion beyond the Japanese multi-brand shop channel?
Espoir plans to expand its global retail network further, using the Japanese multi-brand shop channel as a starting point. This suggests a strategic approach to increasing its international physical presence over time.
Q.Which online platforms did Espoir initially use to launch its products in the Japanese market before entering physical stores?
Which online platforms did Espoir initially use to launch its products in the Japanese market before entering physical stores?
Espoir first entered the Japanese beauty market through several online channels. These included Qoo10, Rakuten, Yahoo Japan, and Amazon Japan, where the brand initially made its debut.
Q.What is Espoir's strategy for adapting its product offerings within the Japanese market?
What is Espoir's strategy for adapting its product offerings within the Japanese market?
Espoir intends to broaden its product range in Japan. This expansion will be a direct response to the specific demand and preferences of local customers within the market, as noted by the brand communication manager.
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