The 57-year-old company adopted its new corporate identity to rejuvenate its dated image as it prepares to take the brand global. In March 2003, Amo-Re will open a stand-alone store in New York's SoHo district. It is also eyeing outlets at leading New York stores such as Saks and Neiman Marcus, said its marketing managing director Hae-Sun Lee. He said the US-led expansion drive was critical as it would enhance the brand's global position when it launches in Asia.
The naming, corporate identity and retail design programme was undertaken by Landor. "When they came to us they realised the brand was aging, it was seen as 'my mother's brand'. It had respect but it needed to reinvent itself for a younger audience, said Michael Ip, Landor Asia-Pacific managing director.
Ip said the reinvention was necessary as Amo-Re had global ambitions for the brand, spurred on in part by increased competition from international labels in its home market.
Ip added: "Competition is always there; you always need to be aware of it. In this case, the main driver was how to take the brand global. They want it to be the next Estee Lauder; to become a powerful global cosmetics brand."
Alongside the renaming, the company is developing a premium line which will bear its new name. The line of skincare and cosmetic products will launch in Korea this year.
Amo-Re, which produces Lolita Lempika's perfume brand under licence, expects its domestic sales to top 5.5 trillion won (US$4.6 billion) this year, giving it a 28 per cent market share. Export markets contribute 10 per cent of sales, a figure which is expected to rise to 30 per cent when it has a bigger global presence.
