AMORE SEONGSU ORIGINAL CONTENTS, MAKE UP & LIFE BLENDING PROJECT
AMORE 성수 original contents, 메이크업 & 라이프 블렌딩 프로젝트
AMOREPACIFICApr 13, 2022
Summary
Makeup & Life Blending is a space for discovering beauty, where Amore Seongsu
presents makeup looks to help make your day feel even more special.
We’ve all admired the latest makeup trends showcased in TV commercials and magazines—mesmerized by the flawless looks of models—only to hesitate when it comes to trying them ourselves. Sculpted features and perfectly curated styles may be captivating, but they often feel out of reach, and the gap between inspiration and reality can make us reluctant to even attempt them.
The “Makeup & Life Blending” project was born from this very sentiment. It reimagines the space once reserved for striking model visuals, transforming it into a platform for real, relatable makeup. It’s about introducing everyday beauty—looks that resonate with anyone who’s ever wanted to feel a little more special, even just for a day.
This article explores the origins of the “Makeup & Life Blending” project, the creative collaboration between Amore Seongsu’s makers and the Makeup Pro team, and how it’s expanding through a partnership with Amore Mall.
Making story
Makeup & Life Blending,
A.K.A. Merable
Our first task was to name our initiative. We wanted something that would reflect the sincerity of our makeup looks—something that could spark the imagination of a special day in the minds of those who see it. We searched for a name that felt true to the spirit of makeup but also easy to personally relate to. That’s when the word blending came to mind—a term that evokes the harmonious mixing of different colors. I loved how it symbolized the seamless blending of makeup and everyday life. And so, Makeup & Life Blending was born. Before long, we began affectionately calling it Merable.
Isn’t it a shame that only we know about this?
Makeup & Life Blending began in 2021 and has been quietly but steadily expanding its reach. What started on a small table at Amore Seongsu has gradually grown its presence throughout the Seongsu-dong area—with posters, banners, makeup lookbooks, and Instagram content helping to amplify its voice. By linking makeup looks with classes and services, we’ve also increased our touchpoints with customers.
But we wanted to share Merable with even more people. Thanks to active support and communication from our team lead and executive director, we soon found ourselves deep into collaborative meetings with the Amore Mall team. Merable isn’t tied to just one brand’s products—it blends various items to match the desired look. This cross-brand approach aligns perfectly with Amorepacific’s online platform, Amore Mall, and offers a valuable opportunity to objectively evaluate the appeal of our content through metrics like click-through rates and time-on-page.
With the Amore Mall team, we set out to build a makeup campaign from a fresh perspective—one that tells not only beauty stories but also meaningful narratives from everyday life. To offer even more value and utility, we connected product information, promotional offers, makeup class schedules, and touch-up service booking pages directly to the content—giving customers more reasons to visit Amore Seongsu.
Then, on April 11, with Merable featured on the main banner of Amore Mall, the project took another big step—expanding from offline to online, and into even broader territory.
Concept
March’s Concept: “Blooming Days”
Amore Seongsu’s Seongsu Garden is enchanting throughout the year, but in March, as tiny flower buds begin to bloom in the once-dormant garden, it takes on a special charm. Inspired by the diverse greenery reminiscent of Jeju’s primeval forests and the three symbolic flowers that bloom in spring, we created a seasonal makeup look.
As we planned the spring look, we drew inspiration from the meanings behind each flower—eternal happiness, a heavenly connection, and passionate love—making them the heart of our photoshoot concept. Through makeup, we sought to express the freshness of spring on the skin and capture the distinct natural hues of the season. Our hope is that these images will leave viewers feeling refreshed, vibrant, and full of life.
The Amore Seongsu Beauty Casters, Inspired by Three Flowers
The beauty casters at Amore Seongsu are always bright and full of energy. While professional models could have easily taken center stage, we believed the casters—who represent the heart of Seongsu—were the perfect faces to embody the spirit of Merable. By blending their personal stories with their makeup expertise, we aimed to create content that would genuinely resonate with our customers. Although we initially worried they might feel uncomfortable in front of the camera, their enthusiastic participation helped bring our vision of spring to life.
Shooting D-Day!
On shoot day, a corner of Amore Seongsu transforms into a full-fledged set. We set up backdrops and bring in blooms from the Seongsu Flower Shop, making full use of the store’s furniture to channel the spirit of spring. Everyone pitches in—adjusting outfits, stepping in as hand models to showcase product textures, and moving props from place to place. For a day, we all become something new—stylists, set designers, and creators.
The Makeup Pro Team—Lee Se-hyung, Kang Jung-chang, and Cha Min-kyung—works with incredible speed and precision to craft flawless looks in no time. Watching them delicately place each petal onto the skin for that perfect final touch is always a moving reminder of their true professionalism.
How Far Can a Single Project Go?
What began as simply decorating a store table has grown far beyond our expectations. After our last shoot, we created a lookbook—driven by a desire to build a dedicated Merable archive. We thought that might be the final step, but now we’ve taken on the challenge of building a website. Whenever we wondered, “Is this really okay?” our team leader and executive offered nothing but encouragement, fueling the project forward. At this point, where Merable will go next remains an open-ended story…
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Outro
The bi-monthly Makeup & Life Blending project is once again in full swing. From planning and shooting to writing copy, designing (and more designing, ordering, and even more ordering…) and setting up—every moment is packed. But amidst the chaos, it’s also deeply rewarding to watch a project grow stronger and more refined with each cycle. And this week? We’re shooting for the May edition!
