 An American woman looks at a product from Korean high-end cosmetics brand Sulwhasoo at Bergdorf Goodman department store in New York City. Sulwhasoo, a brand from AmorePacific, opened an outlet at the luxury department store, Wednesday. / Courtesy of AmorePacific |
Staff reporter
Korean cosmetics giant Amore Pacific's high-end skin care line Sulwhasoo finally made its American debut at the luxury department store Bergdorf Goodman in New York City, Tuesday.
The move is expected to accelerate Amore Pacific's entry into the highly competitive U.S. cosmetics market.
Sulwhasoo, a luxury brand that blends medicinal herbs in a traditional Korean way, has its own 7.8 square meter corner designed with a tasteful Korean aesthetic at Bergdorf's.
Sulwhasoo's appeal will be tested at the posh department store, where it will compete with 30 other global cosmetics brands. Bergdorf's, located along Fifth Avenue in midtown Manhattan, is home to the world's most famous luxury brands.
Pat Saxby, vice president and divisional merchandise manager for cosmetics and fragrance at Bergdorf Goodman, said the department store is very excited to introduce the Sulwhasoo brand to the American public.
``Recently customers are showing high interest in healthy and natural skin care products. We are confident Sulwhasoo brand will meet the needs of the customers,'' Saxby said, in a statement released by AmorePacific.
The star product of the Sulwhasoo collection is the Concentrated Ginseng Cream, which combines roots, berries and water of a rare Korean ginseng, priced at $220.
Even before its official debut, Sulwhasoo is already a cult favorite among American women, who bought its products from online shops.
Sulwhasoo's entry in the U.S. market is expected to make an impact on the company's sales in the U.S., which already hit 2.6 billion won ($2 million) in the first quarter of 2010.
``Sulwhasoo is not just cosmetics. We are a symbol of traditional culture and values ― an iconic brand,'' a brand manager for Sulwhasoo said.
To celebrate its entry in the U.S. market, Sulwhasoo has released a limited edition Yunjo essence (approximately 120,000 won) which will be available from July to August.
Sulwhasoo is the company's second brand to become available at Bergdorf's, after the AmorePacific brand was successfully launched in 2003.
AmorePacific, self-described as an Asian beauty creator, is the leading cosmetics company in Korea. Backed by its more than 40 years of experience, the company is making a push for the globalization of its cosmetics brands, such as Laneige, Hera, The Etude House, Innisfree and Mamonde.
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