The Korean cosmetics market became increasingly competitive and fragmented due to the entry of local and foreign brands, which rapidly transformed women’s tastes and expectations. Increasing affluence and sophistication have enabled consumers to become more discerning, resulting in greater acceptance of import brands.

Challenge

With its core customer base aging, and younger women describing the brand as old-fashioned and conservative, Pacific Corporation needed to redefine what its products and brand represented in order to remain competitive and grow beyond Asia. Landor’s main objectives for this program were to rationalize the branding and naming structure for Pacific Corporation and its retail brand, Amore, and to develop a coherent branding strategy that would revitalize the brand in its domestic and Asian markets while introducing its unique proposition to global audiences.

Solution

Following extensive international research, Landor merged the company’s name, Pacific, with its Amore retail identity. This strategy maximizes exposure of the brand by making AmorePacific the corporate as well as the flagship cosmetics brand. Building upon the Brand Driver™ Harmony of Contrast, Landor created a holistic identity system that merges Eastern and Western inspirations, including marketing collateral, product labeling, and advertising formats. The design was extended to the retail environment for a complete branded experience.

Product branding builds upon the corporate brand with sophisticated, contemporary styling.

Retail environments extend the overall brand experience across customer points of touch.