Amorepacific partners with Alibaba to attract more Chinese consumers

South Korean cosmetics company Amorepacific Group is consolidating its digital footprint in China by forging a strategic partnership with Alibaba Group Holding Ltd and setting up a dedicated office for better engagement with the Chinese internet giant.

The company behind leading beauty brands from Sulwhasoo to Laneige is looking to incubate new products tailored to the Chinese market, facilitate online-to-offline sales, gain precise consumer insights and explore opportunities in overseas markets.

Amorepacific's special liaison office was established in Hangzhou, where Alibaba has its headquarters. The deal is a sign of its intention to unlock the potential of the beauty market through smart adoption of big data, said Amorepacific China President Gao Xiangqin.