Amorepacific’s Differentiated Experiences for Beauty Consumers

Amid what it calls difficult times for traditional offline retailers, Amorepacific says it is charting a new course for its operations across many of its most important brands. The goal, according to the No. 11 company in Happi’s 2021 International Top 30, is not simply to adapt to the so-called New Normal, but to embrace it with new and meaningful experiences for consumers.
 


The company says it has moved quickly to provide differentiated experiences for consumers, seeking to overcome the shock of the crisis with new distribution channels and strategies that embrace a combination of enhanced offline and expanded online approaches, while at the same time pioneering new markets overseas. 

In this new approach, the offline environment takes on an added role as an experience platform, according to Amorepacific, which is parent company to brands such as Hera, Iope, Sulwhasoo and Hanyul, among others.
 
According to Amorepacific, the goal is to create synergy between online and offline environments in creative ways that strengthen brand loyalty while also attracting new customers.

“We know that consumer needs are changing and it's time for us to embrace new and creative ways to approach them,” said Suh Kyung-bae, chairman and CEO of Amorepacific Group, in his new year's address. “Amorepacific continues to evolve but we will always focus on providing outstanding beauty experiences for our customers.”


Experiences in Action

Amore Gwanggyo is an experience-based beauty store whare customers can meet and experience 40 brands and 2,000 products of Amorepacific. The shop's refill station, which opened in October 2020, which enables customers to choose from 15 shampoo and bodywash products to refill recycled containers made from coconut shells.

Amore Seongsu has Amorepacific's Base Picker, a new foundation service launched in early April. Customers can create personalized foundation and cushion products from a choice of two textures, two product types and 100 colors. Base Picker was developed in collaboration with the Korea Advanced Institute of Science and Technology after conducting three years of research on skin tones and foundation colors. Tailored products are mixed on the spot with a special robot operated by patented technology in a fast and hygienic process.

The Iope lab, located in Seoul's Myeongdong shopping district, provides customers can with personalized measurement and genetic analysis of their skin type. Shoppers can obtain personalized skincare solutions,  try the store's personalized hydrogel mask service,  which is created with a 3D printer on the spot. This service received a 2020 CES Innovation Award. 

A look at innovations in beauty and personal care—including advancements from Amorepacific—from CES 2021, can be found here.

Facefit by Aritaum (inside Seoul's Times Square Mall) has trained face-fit consultants, that deliver one-on-one personalized service with products across Amorepacific brands such as Hera, Iope and Hanyul.  The can also learn more about “face-only-fitness” and how to exercise their facial muscles.