APEX OF SKINCARE TO UNVEIL BEAUTY BEYOND
| Product Design
에이피 리브랜딩 디자인
Summary
Amorepacific has relaunched as AP BEAUTY, a high-performance, high-end skincare brand that reflects
market changes and customer needs, based on the continuous growth and changes in the high-end luxury
skincare market and the explosive growth of the medical aesthetic procedures market. It was an
unprecedented rebranding that completely transformed the brand name, product lineup, and space,
and aimed to showcase the APEX OF SKINCARE, the pinnacle of high-end skincare that delivers a
new skin experience by integrating Amorepacific Group’s skin research assets and technologies
accumulated over 70 years. AP BEAUTY’s main ‘M.D. Line’ and ‘Prime Reserve Line’, which are
based on three core elements of ‘innovative technology, proprietary ingredients, and
overwhelming efficacy’, are presented in products that go beyond conventional wisdom and limits.
The brand’s flagship line, the M.D. Line, integrates ingredients and technologies traditionally used in dermatological treatments and professional skincare into cosmetics in a completely new way.
This line presents a high-performance anti-aging solution that delivers fast and visible results, reinterpreting the efficacy of specialized skin care within the framework of everyday beauty.
To express this technological innovation visually, the design employs silver metallic finishes with precise detailing inspired by clinical instruments and professional skincare devices.
The use of transparent materials conveys a sense of purity and precision, intuitively visualizing the powerful efficacy of high-intensity, advanced care ingredients through a refined and sophisticated aesthetic.
The PRIME RESERVE line, representing the brand’s most premium offering, applies the innovative skin-factor reprogramming technology of the proprietary FLAVONOID 228K complex.
The design adopts black and gold as its primary colors, embodying luxury and authority.
True to its “Liquid Diamond” concept, one of its signature products—the cream—features diamond fragments embedded on the inner side of the outer cap, creating the illusion of black diamonds suspended within the cap.
The cap symbolizes a solid diamond, while the container expresses a diamond in liquid form, visualized as droplets gathering elegantly below.
Another key product, the serum, features a black diamond positioned atop the container, designed to appear as if it were floating in space.
The dome-shaped structure, formed by the upper and lower parts of the container, enhances this illusion—making it appear as though a large droplet of liquid diamond is suspended at its center.
- Amorepacific Creatives
- Product Design
- 한정민, 김지현, 김희진, 박민희, 신민경
- 한정민, 김지현, 김희진
- 박민희, 신민경
- Visual Directing
- 유희경, 우호숙
- BM
- AP팀
- Development
- 이성현, 구자형, 전상호
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