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K-Beauty Giant Amorepacific Looks to Shift Gears In China

Amorepacific president Kim Seung-hwan reportedly dropped hints about a strategic shift for its approach to the China market during a meeting with local analysts.
Cushion compacts across Amorepacific's brands.
Cushion compacts across Amorepacific's brands (Amorepacific)

The group behind brands like Sulwhasoo, Etude House and Innisfree, is considering giving sales in the key market a much-needed boost by cutting back on physical stores and accelerating expansion of its premium offering and digital channels,

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Zoe Suen

Zoe Suen is a contributing writer at The Business of Fashion. Suen is a freelance writer, editor, and consultant who writes about luxury fashion and beauty.

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