One of South Korea’s largest makeup company, AmorePacific Corporation, is revamping their makeup line. Their make-up goal is to be more suited to Muslims and darker skinned women in Southeast Asia. The company is pushing into Thailand, Singapore, Indonesia, Malaysia and Vietnam as it attempts to make up lost business in China due to political tensions between the countries.
AmorePacific is primarily figuring out how to make their products more user-friendly for Muslim women. Muslim women, who use makeup on a daily basis, wish to see a lighter formula. One that is quick to apply and wash off without any hassle since Muslims are to wash their face at least five times a day for prayer. Therefore, the company is planning on reformulating many of its products. In addition, AmorePacific is creating new products to cover different skin tones as well as sustain the region’s humidity.
The company is focusing its efforts through five brands: Laneige, Innisfree, Etude House, Sulwhasoo, and Mamonde. Currently, the company has about 250 directly managed stores in the region and soon plans to open another 150. Robin Na the head of AmorePacific’s operations in Southeast Asia stated that “the diversity of the area was a challenge”, but it was one that they were willing to take on.
The Muslim population in Southeast Asia totals close to 300 million. By 2019, the annual global spending by Muslim consumers will reach $73 billion, according to the Singapore-based Institute of Asian Consumer Insight. “Southeast Asia has been the trendsetter for Muslim consumer’s products,” Abas Jalil, chief executive at Amanah Capital Group Ltd., said. “Muslim women in this region have greater participation in all aspects of economic activities as well as increasing purchasing power.”