This case report is intended to trace for the history of Sulwhasoo, a premium brand of herbal medicinal cosmetics of AMOREPACIFIC that is a domestic leader in the provision of cosmetics, discussing from birth through growing phases. Also, it is to further discuss Sulwhasoo’s strategy to build up brand identity and global strategy. Sulwhasoo, produced from the persistent endeavors of AMOREPACIFIC that has long digged into research on medicinal herbal cosmetics, has grown to be a Korean market leader with the achievement of 60% market share in the domain of herbal medicinal cosmetics, and serves as a vassal of merit to AMOREPACIFIC for the 1st place in the provision of premium herbal cosmetics, leaving other foreign competitors far behind. The timely-introduced product concept and excellent brand positioning strategy is attributed to hoisting Sulwhasoo up to the top brand position, and also the culture marketing strategy played a main role in staying far ahead of other late competitors. Without remaining pleased with its domestic competitiveness and success, AMOREPACIFIC boldly sought global strategies, and achieved remarkable growth in the global market especially centering on the Asian market. Furthermore, Sulwhasoo kept moving its way and smoothly landed into the Hong Kong market in 2004 as a flagship premium brand of AMOREPACIFIC. Even though Sulwhasoo has successfully accomplished initial market stability through well-prepared brand positioning plan and 4P strategy, it is still confronted with a set of new challenges of surviving its lower-competition infra, and of seeking new breakthrough by considering whether the domestic promotion strategy would be adopted or not.

This case report is intended to trace for the history of Sulwhasoo, a premium brand of herbal medicinal cosmetics of AMOREPACIFIC that is a domestic leader in the provision of cosmetics, discussing from birth through growing phases. Also, it is to further discuss Sulwhasoo’s strategy to build up brand identity and global strategy. Sulwhasoo, produced from the persistent endeavors of AMOREPACIFIC that has long digged into research on medicinal herbal cosmetics, has grown to be a Korean market leader with the achievement of 60% market share in the domain of herbal medicinal cosmetics, and serves as a vassal of merit to AMOREPACIFIC for the 1st place in the provision of premium herbal cosmetics, leaving other foreign competitors far behind. The timely-introduced product concept and excellent brand positioning strategy is attributed to hoisting Sulwhasoo up to the top brand position, and also the culture marketing strategy played a main role in staying far ahead of other late competitors. Without remaining pleased with its domestic competitiveness and success, AMOREPACIFIC boldly sought global strategies, and achieved remarkable growth in the global market especially centering on the Asian market. Furthermore, Sulwhasoo kept moving its way and smoothly landed into the Hong Kong market in 2004 as a flagship premium brand of AMOREPACIFIC. Even though Sulwhasoo has successfully accomplished initial market stability through well-prepared brand positioning plan and 4P strategy, it is still confronted with a set of new challenges of surviving its lower-competition infra, and of seeking new breakthrough by considering whether the domestic promotion strategy would be adopted or not.

, , , , , ,