THE WHAT? South Korean e-commerce platform Kurly has formed a strategic partnership with Amorepacific to develop exclusive products for Beauty Kurly and expand joint marketing initiatives.
THE DETAILS The companies have signed a joint business plan agreement covering the development of “Kurly Only” products that will be sold exclusively through Beauty Kurly. Beauty Kurly merchandisers will participate from the early product planning stage, combining the retailer’s merchandising and consumer insights with Amorepacific’s product development capabilities. The partnership will also include joint marketing promotions and the development of new beauty categories, while strengthening cooperation with existing Amorepacific brands on the platform, including Sulwhasoo, HERA and AESTURA.
THE WHY? The partnership strengthens Beauty Kurly’s differentiated product strategy while giving Amorepacific another route to develop retailer-exclusive products and deepen its presence within South Korea’s digital beauty retail market.
Source: Chosun Biz
