The Korean-based cosmetics producer will deliver its innovative sunscreen, cleansing and mask sheets to LPGA players and fans to help recovery from sun damage.
Developed by dermatologists, Leading Cosmetics markets itself as a natural, pure and effective skin care provider.
The Asian brand, which specialises in treatment, relaxing renewal and pore-scaling charcoal masks, has launched a selection of superfood masks with coconut gel. The masks contain a range of fruit and vegetable extracts including blueberry, broccoli, orange and tomato.
Core marketing activities
Leaders Cosmetics will have a presence through the 2017 LPGA season and headline a “Fresh Face on the LPGA” as well as feature digitally on LPGA.com. These high-profile marketing activities will be coupled with consumer sampling locations and branding and product placement on-site throughout designated tournament events.
“Sun care is so important for our players and fans and Leaders Cosmetics will provide their products to help them protect and take care of their skin,” said Sean Pyun, Managing Director of LPGA Asia.
Kim Jin-Goo, CEO, Leaders Cosmetics said: “We are pleased to be the first long-term cosmetics brand to establish an official partnership with the LPGA. We will strongly support the LPGA tournaments for the next three years and hope to grow global awareness of the Korean cosmetics and beauty industry.”
As the Korean cosmetics and beauty market grows in popularity, elsewhere in the APAC region, marketing is being hailed as a primary consideration for companies looking to expand and innovate.
Japanese heavyweights Shiseido highlighted that consumer-focused marketing must be a key and ongoing focus for companies to ensure marketing activities reflect the priorities, identity and values of the brand.
Korean cosmetics success
As South Korea remains the most lucrative facial care market, Leaders Cosmetics is not the only Korean-company to enter into the US cosmetics industry through collaboration.
Earlier this month, Masqueology announced it had introduced its new product line of facial skin care masks into retail heavyweight Walmart.
As an indication of the South Korean market’s success in cosmetics and beauty, in April, CDA reported that 18 government members from nine of the ASEAN member countries were set to visit the production sites of some of the country's leading brands including AmorePacific, LG Household and Care and Coreana.
The purpose of the visit was to understand the innovations, cultures and processes that South Korea has established, and how these make it such a dominating region within the global cosmetics marketplace.