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Korea's Sensational Men's Care Brand 'Bro&Tips' Enters the US Market through e-commerce channel

Bro&Tips is a brand that was created in 2017 through the in-house startup development program run by Korea's leading beauty company Amorepacific. The brand focuses on providing solutions ('Tips') for skin problems faced in the everyday life of men ('Bro'). Not only products, but also its package design and communication campaign are designed exclusively for men, targeting their needs and wants. Its main products include a lineup of all-in-one lotion with a name that is intuitive and straightforward, for example, 'Never Dry' and 'Never Oily', hand cream to remove the odor of cigarette smoke and intimate wash for men.

Shortly after its launch, Bro&Tips went viral through social media channels and fascinated Korean men. With over 90% in customer satisfaction, its intimate wash for men topped the men's intimate wash category in the Korean male grooming market. The excellent quality of its products was widely recognized in the Korean leading e-commerce and drug store channels and this allowed it to step into global e-commerce channels including Tmall and Xiaohongshu in China and Qoo10 in Japan. Furthermore, Bro&Tips made a debut in the U.S. market in August 2020 through the global online marketplace Amazon. It plans to strengthen its position as a multifunctional male grooming brand in the global male personal care market, which is expected to garner USD 166 billion by 2022 according to market researcher NPD Group.

"The U.S. male grooming market has huge potential just as the Asian market does. Considering current circumstances stimulating untact communication more than ever, we will accelerate our brand communication through digital channels that are easily accessible for the male customers," said Lee Youngjin, the Senior Vice President of Amorepacific New Growth Initiative Division.

Key products such as Super Clear Body Wash, All-In-One Lotion (Never Oily, Never Dry, Never Worry), Monster Wash Foam Cleansing, Cement Clay Hair Wax, and Point Clinic Bro's Cleanser are currently available on Amazon.

Bro&Tips Products

  • Super Clear Body Wash The all-in-one face and body wash that uses a formula that produces fine bubbles to penetrate deep into the skin and remove body odor and sebum

  • Never Oily All-in-One Lotion The anti-aging facial toner, lotion, moisturizer – One-step sebum & pore Care for oily skin

  • Never Dry All-in-One Lotion The anti-aging facial toner, lotion, essence – One-step hydration and moisturizing care for dry skin

  • Never Worry All-in-One Lotion The anti-aging facial toner, lotion, essence – One-step moisturizing and calming care for sensitive skin

  • Monster Wash Foam Cleansing Men's facial cleanser for sun cream & BB cream and moisturizer with cooling effect for thicker skin

  • Cement Clay Hair Wax Long-lasting hair styling clay for matte finish & all-day hold

  • Point Clinic Bro's Cleanser Intimate wash deodorant for men with natural plant extract for skin care and odor removal


SOURCE: Amorepacific

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