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South Korean cosmetics lose shine in China as local brands glow

Amorepacific and LG H&H shift gears to high end in evolving market

An LG Household & Health Care boutique in a Shanghai department store. South Korea's top two beauty companies will have to reconsider their strategies in China. (Photo courtesy of LG Household & Health Care)

SEOUL/TOKYO -- South Korea's top two beauty companies are losing luster in China, where many young consumers have switched allegiance to up-and-coming domestic brands based on reviews by social media influencers.

Amorepacific is shrinking the store network for its Innisfree mainstay middle-end brand in China to focus on the high-end segment, while LG Household & Health Care looks to the U.S. for growth.

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