AmorePacific to sell cosmetics on KakaoTalk

Kakao CEO Hong Eun-taek, left, shakes hand with AmorePacific CEO Kim Seung-hwan during a joint business planning ceremony held at AmorePacific’s headquarters in Yongsan, Seoul, on Monday. Courtesy of AmorePacific

By Kim Jae-heun

AmorePacific signed a joint business planning agreement with Kakao to sell cosmetics products on the KakaoTalk mobile messenger, company officials said Monday.

The two agreed to cooperate closely to create business opportunities and conduct advanced data-driven marketing activities utilizing advertising and commerce platforms during a signing ceremony at AmorePacific’s headquarters in Seoul.

They will also carry out various joint projects in KakaoTalk’s advertising sections, as well as KakaoTalk Gift and KakaoTalk Shopping Live.

“Collaboration with Kakao, which provides various services throughout our daily lives on its platform, will be of great help to AmorePacific that aims to expand its business into the lifestyle and cosmetics sectors utilizing digital technology,” AmorePacific CEO Kim Seung-hwan said.

The cosmetics giant plans to expand brand sales opportunities linked to Kakao’s diverse services and promotions. In particular, Kakao’s online services and data assets are expected to create synergy in attracting new customers to AmorePacific’s beauty products.

Also, the partnership is expected to help AmorePacific strengthen its digital business capabilities by applying new business models, beefing up data-based marketing activities and expanding online- and offline-linked services.

“As it is the first business agreement to integrate commerce and advertising between the two companies, we will work closely to create results in various areas and create an exemplary case for Kakao and AmorePacific to pursue mutual growth,” Kakao CEO Hong Eun-taek said.