Amore Seongsu MAKEUP&LIFE BLENDING Vol. 22 ‘The Unexpected Drama’
Summary
Starting from December 2025, Makeup & Life Blending has evolved into a new form of content that transcends seasonal makeup, capturing the essence of lifestyles and emotional moments.
To achieve this, we have introduced a “Vol.” (Volume) system in place of seasonal labels, presenting makeup collections where each story and mood unfolds like a single episode.
Furthermore, starting with this edition, we have restructured our design to center around the “Makeup & Life Blending” logo rather than specific theme names, strengthening a visual identity that resembles a magazine cover. This design upgrade ensures that MLBL is recognized as a continuous, high-end editorial series.
The concept for this inaugural chapter is “The Unexpected Drama.”
Based on the theme that a single point of change on the same makeup base can give birth to an entirely different persona, we have captured the moment makeup shifts the narrative of emotions through the visual contrast of “Same Look, Different Point.”
“The Unexpected Drama,” composed of three pairs of contrasts.
Experience the narrative of reversal created by makeup, as different layers of emotion cross within the same face.
The concept for this inaugural chapter is “The Unexpected Drama.”
Based on the theme that a single point of change on the same makeup base can give birth to an entirely different persona, we have captured the moment makeup shifts the narrative of emotions through the visual contrast of “Same Look, Different Point.”
“The Unexpected Drama,” composed of three pairs of contrasts.
Experience the narrative of reversal created by makeup, as different layers of emotion cross within the same face.
SHOOTING DAY
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1.Artistic color drawing time for “The Unexpected Drama.”
2.Ready for the shoot 📍 Entering the studio where today’s drama will unfold!
3.Even the unretouched monitor cut looks perfect 👀
4.An awkward hand in the first shoot 🙌 But that’s part of the charm.
5.Shoots never go exactly as expected. That’s what makes it even more of an Unexpected Drama.
6.Today’s palette is on the back of the hand 💄🎨 Testing HERA Custom Match colors!
This makeup look was created with two staff members from Amore Seongsu and one staff member from Amore Yongsan participating as models. Those who usually greet customers in-store stepped in front of the camera for this shoot.
Faces that once delivered the brand experience in familiar retail spaces now become the protagonists of “The Unexpected Drama,” revealing a new side of themselves. In line with the theme, the shoot captures moments where different emotions and atmospheres intersect within the same face. Through a single point of change, the makeup transforms the character entirely, expressing the narrative of transformation within makeup.
Through this shoot, Makeup & Life Blending aimed to capture the natural charm and unexpected moments of the people who represent the brand most closely at Amore Seongsu and Amore Yongsan.
Faces that once delivered the brand experience in familiar retail spaces now become the protagonists of “The Unexpected Drama,” revealing a new side of themselves. In line with the theme, the shoot captures moments where different emotions and atmospheres intersect within the same face. Through a single point of change, the makeup transforms the character entirely, expressing the narrative of transformation within makeup.
Through this shoot, Makeup & Life Blending aimed to capture the natural charm and unexpected moments of the people who represent the brand most closely at Amore Seongsu and Amore Yongsan.
Melodrama
A look that expresses gradually intensifying inner emotions.
A deep plum lip and the subtle glow diffused across the skin portray delicate shifts in emotion.
A deep plum lip and the subtle glow diffused across the skin portray delicate shifts in emotion.
Thriller
A thriller look that captures the twist where lingering emotions erupt into an explosive moment.
Building on the melodrama look, deeper shadows and artistic colors were added to create a dramatic gaze.
Building on the melodrama look, deeper shadows and artistic colors were added to create a dramatic gaze.
Sitcom
A sitcom look that captures natural vitality within everyday life.
A natural base that reveals the skin’s texture and a sheer, transparent lip express a sense of realistic beauty.
A natural base that reveals the skin’s texture and a sheer, transparent lip express a sense of realistic beauty.
Fantasy
A fantasy look that captures an otherworldly, dreamlike mood beyond reality.
Blue and silver accents around the eyes complete a mystical holiday atmosphere.
Blue and silver accents around the eyes complete a mystical holiday atmosphere.
Romance
A look that conveys soft and delicate emotions with a pink lip on clear, luminous skin.
Naturally refined eyes and a subtle glow, as if light has gently settled on the skin, express the beginning of pure love.
Naturally refined eyes and a subtle glow, as if light has gently settled on the skin, express the beginning of pure love.
Mystery
A mystery look that adds an air of intrigue to a romantic mood.
Orange and white glitter accents create a secretive and quietly captivating atmosphere.
Orange and white glitter accents create a secretive and quietly captivating atmosphere.
Lookbook
The Makeup & Life Blending “The Unexpected Drama” lookbook was produced in three languages—Korean, English, and Japanese— so that more customers can experience the story and makeup looks of The Makeup & Life Blending.
To convey the emotional narrative and concept behind each makeup look more intuitively, the content was organized by language. This allows a wider range of customers to naturally understand and connect with the story of The Makeup & Life Blending.
To convey the emotional narrative and concept behind each makeup look more intuitively, the content was organized by language. This allows a wider range of customers to naturally understand and connect with the story of The Makeup & Life Blending.
The Makeup & Life Blending “The Unexpected Drama” lookbook was produced in three languages—Korean, English, and Japanese— so that more customers can experience the story and makeup looks of The Makeup & Life Blending.
To convey the emotional narrative and concept behind each makeup look more intuitively, the content was organized by language. This allows a wider range of customers to naturally understand and connect with the story of The Makeup & Life Blending.
To convey the emotional narrative and concept behind each makeup look more intuitively, the content was organized by language. This allows a wider range of customers to naturally understand and connect with the story of The Makeup & Life Blending.
Artist Table @Amore Seongsu
Makeup & Life Blending Vol.22 was designed so that the key message of “The Unexpected Drama,” “Same Look, Different Point,” could be experienced throughout the space and its content.
The artist table features a Black & White Reversal design, where the contrasting structure of white and black spatially expresses the concept of different emotions intersecting within the same face.
The workspace of the makeup artist was staged like a scene or a dramatic set, creating an environment that visually conveys the “twist” of makeup—how a completely different mood can emerge from the same base with the change of just a single point.
In addition, two interactive programs were introduced so that visitors could experience the concept firsthand. The first, “Choose Your Drama,” invited customers to vote with stickers for the makeup look that best matched their mood from two contrasting options. This format allowed visitors to naturally explore the concept by comparing the two looks. During the event, participation was so active that the voting board quickly filled up. The second program, “Draw Your Mood in Color,” allowed customers to freely express their emotions and mood using Sensual Lip Artistic Color. Visitors tested the colors directly and expressed their mood on postcards illustrated with only the outlines of the eyes, nose, and lips, enabling them to naturally experience the product’s pigmentation and texture.
Through this season’s spatial presentation and customer participation programs, the concept of Makeup & Life Blending was not simply displayed but designed to be experienced through choice and expression. The program encouraged strong engagement and received positive responses from visitors.
In addition, two interactive programs were introduced so that visitors could experience the concept firsthand. The first, “Choose Your Drama,” invited customers to vote with stickers for the makeup look that best matched their mood from two contrasting options. This format allowed visitors to naturally explore the concept by comparing the two looks. During the event, participation was so active that the voting board quickly filled up. The second program, “Draw Your Mood in Color,” allowed customers to freely express their emotions and mood using Sensual Lip Artistic Color. Visitors tested the colors directly and expressed their mood on postcards illustrated with only the outlines of the eyes, nose, and lips, enabling them to naturally experience the product’s pigmentation and texture.
Through this season’s spatial presentation and customer participation programs, the concept of Makeup & Life Blending was not simply displayed but designed to be experienced through choice and expression. The program encouraged strong engagement and received positive responses from visitors.
Faces expressing each customer’s unique mood through HERA Custom Match Sensual Lip Artistic Colors.
Faces expressing each customer’s unique mood through HERA Custom Match Sensual Lip Artistic Colors.
Hyangjang
<Hyangjang No.669>
AMORE MALL
The product detail page displayed on Amore Mall was designed with a vertical scrolling layout to ensure high visibility on both mobile and web. At the top, a magazine cover–style visual centered on the Makeup & Life Blending logo emphasizes the content identity, while the key message “Same Look, Different Point” is delivered clearly and intuitively.
Although the structure presents multiple makeup looks and information together, the content was organized systematically with step-by-step explanations—Face / Eye / Lip—along with product information to enhance readability. While introducing a variety of looks, the page was carefully designed with a balanced layout so that it remains visually clear and not overly complex.
Although the structure presents multiple makeup looks and information together, the content was organized systematically with step-by-step explanations—Face / Eye / Lip—along with product information to enhance readability. While introducing a variety of looks, the page was carefully designed with a balanced layout so that it remains visually clear and not overly complex.
- Amorepacific Creatives
- Design & Planning
- Shin Noah
- MD & Planning
- Hong Hyemin
- PDP Design
- Kim Hyunhee
- Class & Service Planning
- Park Jinju
- Makeup Artist
- Kim Donghyeon / Seo Hobin
- Photography / Hair Styling
- Lee Yongseok, Yang Myeongjun
/ Kim Suyeon - Models
- Chapter 1. Um Woonhae / Chapter 2. Kim Jihyun / Chapter 3. Oh Yumi
- Chapter 1. Um Woonhae
- Chapter 2. Kim Jihyun
- Chapter 3. Oh Yumi
