Korean player Amarte Cosmetics eyes US market

By Simon Pitman

- Last updated on GMT

Related tags Product line Marketing

Korean player Amarte Cosmetics eyes US market
South Korean luxury skin care specialist Amarte is targeting expansion into the US market, having signed an agreement with US PR company 5W to give its campaign a boost.

Marketing its cosmetics line on the basis of its anti-aging and rejuvenating qualities, combined with ‘a unique cross-cultural connection’​ the product lines are expected to start appearing in select  retail outlets soon.

Already an established player in Asia

"Amarte is already a progressive leader in Asian skin care, and we are confident we will raise Amarte's brand visibility in the competitive U.S. beauty marketplace via our partnerships with leading beauty and consumer media, and by sharing the unique story behind Amarte and its cross-cultural roots,”​ said Ronn Torossian, Founder and CEO of 5W Public Relations.

The products have already launched in the US having been introduced by American dermatologist Dr. Craig Kraffert, president of Amarte and founder of DermStore.com where the product line has been available to online consumers.

Kraffert says that in his professional capacity as a dermatologist, he has been able to test, approve and recommend the Amarte Cosmetics line personally.

Korean approach to development should be selling point

The product line has been developed in Korea and combines eastern philosophy and western dermatology, which Kraffert said the company believes will be one of its selling point in the United States.

Culturally, the product line is based on the Korean tradition for a multi-step skin care programme which is highlighted by the eight products that form the multifaceted regimen based on cleansing, hydrating, rejuvenation and protection.

The product line also features airless pump technology, which the developers say has been specified to help preserve the natural ingredients, ensure the formula integrity and efficacy, and also allow accurate dispensing.

Amarte is tapping into a growing trend in the West whereby increasingly innovative and sophisticated cosmetic and personal care are becoming increasingly sought after in Western markets, driven by both curiosity and a growing kudos.

Related topics Market Trends

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