Amorepacific aims to 'invigorate' SEA presence with Lazada tie-up

South Korean beauty company Amorepacific has inked a deal with Lazada to strengthen its partnership and work together to solidify its brand outreach in Southeast Asia. The partnership allows Amorepacific to leverage Lazada’s digital technology and standing in the eCommerce space, and is aimed to "invigorate Amorepacific's online business in Southeast Asia" and strengthen its leadership in the industry.

Lazada will enable Amorepacific to accelerate its growth, and enlarge its market share in the region by showcasing its innovative Asian Beauty products to a greater consumer base. Through this collaboration, both companies aim to provide a differentiated customer experience in the Korean beauty category to consumers in Southeast Asia.

Additionally, the partnership will allow both companies to launch new brands and collaborate on various projects, such as exploring new retail business that combines online and offline channels, as well as innovative data marketing. The companies will also work together to establish a stable e-commerce ecosystem with protection of intellectual property rights on Lazada's online market.

"With this MoU with Lazada Group, we expect to see some mutually beneficial outcomes. Amorepacific will continue to create touchpoints with more ASEAN customers and promote innovation in the customer experience through the digital channel,” said Amorepacific president Ahn Sehong (pictured left).

"This partnership is our commitment and joint ambition to build our Asian beauty and skincare category and provide an elevated shopping experience. Beauty is one of Lazada's top product categories across the region and we are excited to combine our digital expertise with Amorepacific's offerings to create the best shopping experience for our customers,” said Pierre Poignant (pictured right), CEO of Lazada Group.

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