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올 여름은 아모레퍼시픽에게 꽤나 쓰린 계절이 될 예정이다. 현재 LG 생활건강과 특허 관련 법적 공방을 벌이고 있기 때문이다.
아모레퍼시픽은 이미 2013년 에어쿠션 제품의 조성물에 관한 특허를 취소 당했으며 이로 인해 시장에는 미투 제품들이 쏟아져 나와있다.
아모레퍼시픽은 LG와 에어쿠션 특허에 관한 두건의 소송이 더 진행중인데, 이마저 패소하게 되면 사업에 치명타를 입을 전망이다. 이미 쿠션제품들의 범람으로 시장은 포화되었다는 것이 전문가들의 해석이다.
이 쿠션 제품들은 미끈한 쿠션퍼프를 쓰거나 또는 액상 파운데이션을 쿠션에 흡수시키는 방식으로 나와있으며 이는 아모레퍼시픽이 아이오페 브랜드를 통해 2008년 처음 출시한 에어쿠션과 닮은꼴이다. 쿠션 제품들은 바르기도 쉽고 밀착력이 좋아 큰 인기를 끌었다.
아모레퍼시픽은 작년 1,200만 개의 쿠션 제품을 국내에서 판매하였으며 130만 개를 해외에서 팔아치웠다.
아모레 퍼시픽 홍보담당 신민호 부장은, 아직 소송이 진행중인 사항에 대해서는 언급할 수 없다며 말을 아꼈다.
그러나 LG는 이미 오휘, 숨37, 그리고 페이스샵을 통해 쿠션 제품들을 소개하고 있으며, 1400개가 넘는 해외 페이스샵 매장을 통해 공격적인 영업을 할 예상이다.
아모레퍼시픽도 퍼프의 주재료로 현재 일본에서 전략 수입하고 있는 루비셀의 국내생산화를 추진하는 등의 방법을 강구하고 있다. 또한 뉴욕의 니만 마커스 백화점과 샘플 5만개를 뿌리는 홍보전도 강화하고 있다.
하지만 LG의 앞날이 밝아보이지만은 않다. “똑같아 보이는 것을 만들 수는 있어도 기술을 따라할 수는 없다“는 것이 업계의 정설이기 때문이다.
(코리아헤럴드 배지숙 기자 baejisook@heraldcorp.com)
<관련 영문 기사>
‘War of the cushion compact’ begins
This summer may turn out to be tougher than usual for AmorePacific, the country’s No. 1 cosmetics maker, which has locked horns with market rival LG Household & Care over the patent of its signature foundation compact.
AmorePacific lost an initial patent suit against LG in 2013 when the Supreme Court revoked the company’s patent on the composition of the foundation fluid.
Currently, AmorePacific is engaged in two other court battles with LG over the patent for its smooth puff applicator as well as the composition and content of the foundation.
The bigger problem is that since AmorePacific lost the case, dozens of copycat products have flooded the cosmetics industry, and these products are now expected to cannibalize the market both at home and abroad, watchers say.
According to market insiders, more than 20 kinds of the so-called cushion sunscreen-foundation compacts have been released since AmorePacific lost the patent.
The copycat compacts might be armed with different features -- ranging from pearl extracts to highlighting functions -- but they all have either a “puff applicator with smooth surface” or “liquid absorbed in a sponge,” which are the key features of AmorePacific’s “Air Cushion” product released through its Iope brand in 2008.
AmorePacific has reportedly sold more than 12 million cushion compacts in Korea and 1.3 million overseas in 2013.
Cushion compacts have become increasingly popular because they are easier to apply and more solid than other products, cosmetics makers say.
“We are still in the middle of the court trial and there isn’t much we can talk about,” said Shin Min-ho, a PR representative of AmorePacific.
LG, on the other hand, has released cushion products through its O Hui, The Face Shop and Sum37 brands. The company, which has a strong foothold in the Southeast Asian market including more than 1,400 Face Shop stores overseas, it expected to market the cushion compact aggressively in the region.
In response, AmorePacific is planning to develop technology to replace ruby cell materials for its puff applicators, which are now imported from Japan.
It also joined up with Neiman Marcus department store in New York to give away 50,000 samples of cushion foundation.
A company insider said, “People can copy what our products look like, but they cannot copy our details.”
By Bae Ji-sook (baejisook@heraldcorp.com)
‘War of the cushion compact’ begins
This summer may turn out to be tougher than usual for AmorePacific, the country’s No. 1 cosmetics maker, which has locked horns with market rival LG Household & Care over the patent of its signature foundation compact.
AmorePacific lost an initial patent suit against LG in 2013 when the Supreme Court revoked the company’s patent on the composition of the foundation fluid.
Currently, AmorePacific is engaged in two other court battles with LG over the patent for its smooth puff applicator as well as the composition and content of the foundation.
The bigger problem is that since AmorePacific lost the case, dozens of copycat products have flooded the cosmetics industry, and these products are now expected to cannibalize the market both at home and abroad, watchers say.
According to market insiders, more than 20 kinds of the so-called cushion sunscreen-foundation compacts have been released since AmorePacific lost the patent.
The copycat compacts might be armed with different features -- ranging from pearl extracts to highlighting functions -- but they all have either a “puff applicator with smooth surface” or “liquid absorbed in a sponge,” which are the key features of AmorePacific’s “Air Cushion” product released through its Iope brand in 2008.
AmorePacific has reportedly sold more than 12 million cushion compacts in Korea and 1.3 million overseas in 2013.
Cushion compacts have become increasingly popular because they are easier to apply and more solid than other products, cosmetics makers say.
“We are still in the middle of the court trial and there isn’t much we can talk about,” said Shin Min-ho, a PR representative of AmorePacific.
LG, on the other hand, has released cushion products through its O Hui, The Face Shop and Sum37 brands. The company, which has a strong foothold in the Southeast Asian market including more than 1,400 Face Shop stores overseas, it expected to market the cushion compact aggressively in the region.
In response, AmorePacific is planning to develop technology to replace ruby cell materials for its puff applicators, which are now imported from Japan.
It also joined up with Neiman Marcus department store in New York to give away 50,000 samples of cushion foundation.
A company insider said, “People can copy what our products look like, but they cannot copy our details.”
By Bae Ji-sook (baejisook@heraldcorp.com)
