HERA Silky Stay Custom Match is a personalized foundation that expands HERA’s flagship foundation, Silky Stay, to
125 shades to find the perfect shade for your skin tone. In addition, Amorepacific offers base makeup tips,
highlight makeup that complements your skin tone, and a skincare routine tailored to your skin concerns.
Concept
HERA ‘Silky Stay Custom Match’ is a service where a foundation is custom-made for you on the spot.
We have meticulously planned the entire customer journey, from booking to departure, focusing on four key points:
– A private space exclusively for the Custom Match service.
– A precise color system developed through joint research between KAIST and Amorepacific.
– Personalized counseling from a professional makeup artist.
– Safe and hygienic on-site formulation by a licensed compounding specialist.
Service Sequence
Since Amore Seongsu first introduced its custom foundation service three years ago, over 10,000 customers have experienced it.
We’ve seen the joy of customers who, after years of using a less-than-perfect shade, finally find their true skin tone. We’ve
also had loyal fans who now refuse to use any other shade, stocking up for months before traveling abroad. This demonstrates the
tangible satisfaction that a truly ‘customized’ experience provides.
This satisfaction stems not just from the product itself, but from the invaluable memory of an experience tailored specifically
for “me.” In preparing for the launch of the HERA Silky Stay Custom Match service, we delved deeper into every aspect of this
‘customization’—from the makeup artist’s professional guidance to the on-site robot that creates the freshest possible product,
all meticulously overseen by a formulation specialist. While maintaining the core of the service—finding a customer’s skin tone
and formulating the perfect Silky Stay foundation on the spot—we upgraded the experience with three key enhancements:
1. Personalized Fitting Test: Instead of deciding on a color immediately after the skin tone measurement, our artists use the
results to propose three different shades, which are then applied to the skin for a side-by-side fitting test.
2. ‘Custom Kit’ Samples: We provide a ‘Custom Kit’ of miniature samples, including a base product tailored to
the customer’s skin concerns and a lip color matched to their measured skin tone.
3. Detailed Results Booklet: To conclude the consultation, we provide a booklet documenting all the counseling details and test results for the customer to take home.
Through these additions, we aimed to strengthen the ‘custom’ aspect of the service, thereby increasing customer satisfaction.
By creating a precise ‘logic’ for each personalization point, we also sought to build deeper trust in our artists’ expertise.
Product Design
Silky Stay Custom Match is a foundation that is manufactured on-demand and delivered to the customer on-site.
A label containing the personalized shade number and use-by date is printed instantly and affixed to the side of the
container for intuitive reference. To maintain a connection with the existing Silky Stay packaging while communicating
the new 125-shade custom concept, we applied unique graphic elements. We found the optimal ratio to harmoniously blend
the “SILKY STAY” and “CUSTOM MATCH” wordmarks with the HERA symbol and proposed a finish that plays with the contrast
between matte and gloss to differentiate it from the original product.
Space Design
Amore Seongsu, with its U-shaped structure, hosts various content in distinct zones, such as the Beauty Library, Lip Picker, and Powder Room.
Our challenge was to create a space for the Silky Stay Custom Match service that was both clearly branded and harmoniously integrated with
the existing environment.
We used a black carpet—a symbolic color for HERA—to demarcate the service area and applied signage that acts as a
visual extension of the adjacent Beauty Library’s wall units. The fixtures were crafted from a concrete-like material
similar to that used in the building itself, creating a sense of consistency. As a custom service space, we took great
care to design elements that would fit perfectly into the building’s unique architectural quirks, such as protruding ledges, staircase landings, and open voids.
In this custom-designed space, the customer receives their skin tone measurement and touch-up service behind a private curtain,
while the makeup artist retrieves the necessary tools as needed. In a separate work area, a formulation specialist and
the robotic equipment produce the testers and the final product. Throughout this process, all tools not in direct use
are kept hidden, ensuring the customer has a clear and focused view of only the products and tools being used for them.
CUSTOM MATCH by me
One step up from the main service area is a self-experience space called ‘Custom Match by Me.’ At standing-height tables,
customers can independently measure their own skin tone using color-matching cards, specialized lighting, and an iMac, and
then immediately find their perfect foundation shade at the adjacent tester bar. The design of the fixtures and the use of
identical materials create a clear, intuitive connection to the main service, even though it is in a separate space.
Coming Soon Poster (Left) / Launch Poster (Right)
HERA SILKY STAY CUSTOM MATCH COUNSELING SURVEY
HERA SILKY STAY CUSTOM MATCH VIP VOUCHER
Coming Soon Poster (Left) / Launch Poster (Right)
HERA SILKY STAY CUSTOM MATCH COUNSELING SURVEY
HERA SILKY STAY CUSTOM MATCH VIP VOUCHER
VMD Part
A truly complete space requires the right VMD (Visual Merchandising). When we approach VMD, we consider how every single element—from custom 3D fixtures that
harmonize with the architecture to the paper signage that communicates the space’s character—can come together to create a single, cohesive story. For the
‘HERA Silky Stay Custom Match’ service, we used a palette of black, white, and silver to match HERA’s chic, sophisticated mood, adding transparent materials
to enhance the overall atmosphere. We meticulously considered every detail, from the tabletop mirrors, product display cases, and iPad stands needed for
the service, to the hand mirrors, product recommendation trays, posters, and informational POPs. On the ‘by me’ self-service table, where customers can
measure their own skin tone and test products, we created a custom acrylic fixture that displays all 125 shades at a glance. Every element, including
the color-matching cards, ticket printer, and application box, was designed to fit into its designated position with precision.
