INNISFREE, the Korean skincare brand that recognises itself as a natural ingredient sourced from Jeju Island, has appointed actress Wamiqa Gabbi as its inaugural brand ambassador in India. This strategic move marks a significant step in INNISFREE’s expansion efforts within India’s competitive skincare market.
From a business perspective, INNISFREE’s entry into India is via 100% Foreign Direct Investment (FDI). This also underscores the market’s growth potential. The brand’s focus on sustainability and natural formulations resonates with the rising demand for eco-conscious products among Indian consumers.
“INNISFREE is the first brand that entered India with 100% FDI and has been growing rapidly since then. We have recently been certified with PETA certification, and by welcoming Wamiqa as a brand ambassador, we remain committed to our philosophy of environment-conscious and vegan skincare,” Paul Lee, managing director and country head, Amorepacific India, said.
INNISFREE’s product portfolio in India includes popular items such as the Green Tea Seed Hyaluronic Serum and the Super Volcanic Pore Clay Mask, designed to address diverse skincare needs. These offerings compete directly with products from other prominent Korean brands like Cosrx, Dear Klairs, Etude House, and Laneige, each offering specialised skincare solutions tailored to various skin concerns prevalent in India.
Competitors such as Cosrx are known for targeted skincare solutions like the Acne Pimple Master Patch and Advanced Snail Mucin Power Essence, appealing to consumers seeking effective yet straightforward skincare regimes. Dear Klairs focuses on gentle skincare with products such as the Supple Preparation Unscented Toner and Freshly Juiced Vitamin Drop, catering specifically to sensitive skin types. Etude House differentiates itself with a playful range of cosmetics and skincare like the Pink Vital Water and Moistfull Collagen line, targeting younger demographics. Meanwhile, Laneige emphasizes hydration-focused products like the Water Sleeping Mask and Lip Sleeping Mask, addressing concerns of dryness and dullness.
Wamiqa Gabbi’s appointment as brand ambassador aims to strengthen INNISFREE’s local presence and authenticity in India. The company’s marketing strategy leverages Gabbi’s influence to convey its commitment to PETA-certified vegan skincare, enhancing brand credibility amidst competition.
By highlighting its natural formulations and environmental consciousness, INNISFREE seeks to carve out a distinct position in India’s competitive landscape of Korean skincare brands. This strategic approach not only aims to capture market share but also to foster lasting connections with environmentally-conscious consumers across the country.