Background Note | HBS Case Collection | April 2007 (Revised June 2008)

AmorePacific

by Elie Ofek and Kerry Herman

Abstract

Describes the dominant firm in the Korean cosmetics market up to the mid-2000s. Gives background on AmorePacific's historical evolution, its current brands, and the competition it faces from local and international players. Also provides information on the market structure and prominent channels of distribution.

Keywords: History; Competition; Distribution Channels; Brands and Branding; Beauty and Cosmetics Industry; South Korea;

Citation:

Ofek, Elie, and Kerry Herman. "AmorePacific." Harvard Business School Background Note 507-070, April 2007. (Revised June 2008.)