Summary
The Beauty Point App and Website reflect the new Beauty Point brand identity (BI), presenting the unified identity of Amorepacific’s integrated membership service through typefaces like Arita Buri and Arita Dodum, along with soft color tones.
Concept
The new Beauty Point BI conveys the concept of beauty that deepens over time, symbolized by camellia petals as a core brand asset. These petals, blooming in various shapes, represent the diverse beauty of customers who use Amorepacific’s wide range of brands, each reflecting their individual personalities.
Organically connected to Amorepacific Mall, the revamped Beauty Point App and Website complete Amorepacific’s unique digital customer journey. In addition to core membership functions such as point checking and usage, the platform now supports point-based purchases and hot deals. Developed natively for both iOS and Android, the Beauty Point App has transitioned from a hybrid model to a native-centered app, offering a faster, more seamless user experience. Meanwhile, the responsive design of the Beauty Point Website ensures optimized usability across PCs, tablets, and mobile devices.
