09.08.21
Korean beauty manufacturer Amorepacific celebrated its 76th year in business in the metaverse (a virtual-reality space in which users can interact with a computer-generated environment) on September 1 to 3.
During the three-day festivities attended by the Amorepacific team in Korea and guests abroad from their home or office, the headquarters’ main facilities were recreated in the metaverse for a virtual tour and experience. Team members left congratulatory messages to the employees who received long-term service awards, and participated in fun activities from a corporate history quiz, an escape room game and a heritage treasure hunt.
Company employees reflected on customer centricity, Amorepacific’s foremost principle since its establishment in 1945.
Driving home its founding philosophy of contributing to humanity through beauty and health, team members aligned themselves with the company's future strategic direction in pursuit of its mission to make “a more beautiful world.”
On the final day of the festivities on Sept. 3, Chairman and CEO Suh Kyungbae rewarded long-serving members and outlined the 2025 vision with the Amorepacific team. In his video message, Kyungbae encouraged members to create a world of new beauty in which everyone discovers their unique beauty and truly enjoys a happy life. This vision aims to focus on the growth of high-functional products including bio and derma cosmetics and the wellness category to expand its business into life beauty spanning every moment of life. Secondly, the vision will provide super-personalized beauty solutions using the company’s long-amassed detailed customer data and advanced digital technology. Lastly, the vision aims to create an advanced business ecosystem based on proactive empathy for every stakeholder.
Since its founding on September 5, 1945, Amorepacific Group has continued to communicate a message to the world to find true beauty and its value. This year, the company announced its five sustainability goals, “2030 A More Beautiful Promise,” and put effort into corporate social responsibility and Environment, Social and Governance management to fulfill its duty as a responsible corporate citizen.