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Amorepacific sends its hair products to Chinese market

Oct 03,2018
Korea’s beauty giant Amorepacific said Tuesday that its hair products have entered China.

The company said it began selling 34 Mise-en-scene products ranging from shampoo to treatments and hair mist on China’s major e-commerce platform JD.com and some 200 Mannings drugstores late last month.

The products will also be available on online shopping site Tmall and some 2,000 Watsons stores throughout the country starting this month.

The size of China’s hair care industry was estimated at 8 trillion won ($7.18 billion) in 2017, posting an average 4 percent annual growth over the last five years, the company said, citing a report from market researcher Euromonitor International.

Amorepacific said it will reach Chinese consumers using online channels and drug stores as its main sales platforms.

Mise-en-scene’s inroads into the world’s second-largest economy marks its second overseas expansion. Launched in 2000, the Korean cosmetics brand began the global drive by tapping the Taiwanese market last year.