In March 2020, Amorepacific launched a new luxury brand called Sienu.
Meaning “the pinnacle of art that transcends time,” Sienu is a high-end skincare brand that embodies the rare qualities of plants and jewels.
Like a work of art, it offers a beauty that is both luxurious and refined.
Targeting the Chinese luxury cosmetics market, Sienu marks Amorepacific’s first official launch of a high-end brand in many years.
Targeting the Chinese luxury cosmetics market, Sienu
is Amorepacific’s first high-end brand to be officially launched in many years.
A dedicated task force was formed to plan and execute the project, bringing together experts from various fields,
including product development, video production, VMD, and spatial design.
Taking a unique approach from the outset, Sienu set itself apart from other brands.
Inspired by the motif of an adventurer seeking the key to anti-aging, five designers
who embraced this adventurous spirit shared the behind-the-scenes story of Sienu’s launch.
Editor Oh Ji Su @Urbanbooks
Videographer Reu Ju Young, Lee Yoon Jin @Amorepacific
Support Kim Rachel Ji Won @Amorepacific
Interviewee Ko Eun Young, Shin Jung Hui, Reu Ju Young, Lee Sang Ah, Lee Ji Hye @Amorepacific
A high-end skincare brand inspired by explorers who sought anti-aging solutions for royal families throughout Asian history. The brand uses rare plants from traditional botanical gardens and luxurious gemstones discovered by adventurers as key ingredients.
Sienu Launch Project
Amorepacific’s 70 years of research and development have culminated in Epiactive Technology™, which safely delivers essential anti-aging benefits to the skin—creating a timeless complexion that embodies the pinnacle of art. Targeting the Chinese market, the first store has opened at Lotte Duty Free, establishing an offline connection with customers.
Design Key Points
The treasure map essential for exploration, the mysterious flora, fauna, and landscapes encountered along the journey, the unknown world finally reached, and the precious gems discovered there—Sienu distinguishes itself with a consistent concept of “the explorer’s journey.” Targeting young luxury customers in China, the brand presents a refined yet opulent beauty through its signature navy and gold color palette. At the heart of the Sienu identity is the motif of “jewels,” which is seamlessly woven into every element of the brand, from products and videos to VMD and spatial design.
