Amorepacific Hera Officially Enters the Thai Market

Expansion of Online and Offline Channels, Increasing Customer Touchpoints

Amorepacific's beauty brand Hera announced on the 20th that it has officially entered the Thai market.

Hera opened its first store on the 8th at 'Central Chidlom,' a flagship department store in the Chidlom area, one of Bangkok's main shopping districts. On the opening day, a launch event was held with over 200 attendees, including global media representatives and influencers, where the brand was introduced along with its signature makeup looks and beauty routines.

Storefront view of the shop located in Central Chitlom.
[Photo by Amorepacific]

At Central Chidlom, a brand pop-up store event was held alongside the opening of the first store in Thailand. Visitors were able to experience Hera's signature products firsthand and participate in various events such as professional makeup services provided by the brand's artists and makeup shows.

In September this year, a pop-up store will also open at 'Siam Paragon,' a large-scale shopping mall in Bangkok. Additionally, Hera plans to enter major stores of local multi-brand shops such as 'EVEANDBOY' and 'SEPHORA' in Thailand.

Hera is also actively expanding its channels online. In July, the brand launched on Lazada, Thailand's leading online shopping platform, and plans to introduce the brand through Shopee and TikTok Shop in the second half of this year.

In the Thai market, Hera will focus on its signature cushions, foundations, and lip tint products. Hera's flagship product, the 'Black Cushion Foundation,' has maintained its position as the number one cushion brand in Korea since its launch in 2017 and has attracted significant attention from Thai customers who value fresh coverage and long-lasting wear. The 'Silky Foundation' targets local customers seeking a more delicate skin expression with its lightweight texture and natural glow. The lip tint product 'Sensual Powder Matte' will actively promote Hera's unique makeup look by offering a variety of colors, including subtle MLBB shades that have been hard to find in the Thai market.

A Hera representative stated, "Following our successful entry into Japan last year, we aim to accelerate our overseas market expansion with this entry into Thailand and establish ourselves as a global luxury makeup brand. In Thailand, where young consumers sensitive to beauty trends form a large demographic, we will strengthen our competitiveness through representative products and content that embody Hera's aesthetic worldview, which only Hera can offer."

This content was produced with the assistance of AI translation services.