Amore Pacific invests $2.7mln in beauty content creator firm to attract young consumers

By Park Sae-jin Posted : November 17, 2020, 15:21 Updated : November 25, 2020, 17:13

[Courtesy of DMIL]

SEOUL -- In a bid to attract young consumers who spend their time watching video content through YouTube and other social media, South Korea's leading beauty product maker Amore Pacific has invested three billion won ($2.7 million) into DMIL, a beauty content creator network startup.

Digital marketing is important in the era of social media where millions of young consumers are introduced to new products through video content. The most widely used platform for video content is YouTube which has about two billion users worldwide.

The beauty product giant said in a statement on November 17 that the investment would strengthen Amore's digital marketing capability through the multi-channel network (MCN) company that has about 250 video creators specialized in beauty products.

DMIL creates beauty video content for creators who introduce and compare new products. According to a survey of 1,200 people aged between 19 and 49, conducted by the international market research firm Embrain, 78.6 percent of consumers check online reviews or content before buying any product.

Amore, which was mainly recognized for door-to-door sales in the 1980s, received huge attention from Chinese consumers in 2014. However, sales were slow due to a Chinese ban on Korean products in 2016 following a diplomatic row over the introduction of an advanced U.S. missile defense system into South Korea.   

The ban forced Amore to take a different marketing approach and attract young global consumers who are fond of K-pop culture and K-beauty products, by partnering with 11st, a major South Korean online shopping mall service, and Naver, the country's largest web portal, to strengthen online and offline distribution channels.

South Korean anti-aging and whitening products are popular mainly in China and Southeast Asia, with K-beauty color makeup including eye shadows and lipsticks extending its reach to overseas markets.
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