To make people beautiful, to make the world beautiful. This has been Amorepacific’s mission since its founding in 1945. Reflecting its corporate culture that values design, Amorepacific’s products, spaces, and communications are infused with exceptional branding strategies and a strong design management philosophy. To date, over 40 brands and 4,000 products have been launched under the Amorepacific umbrella. Despite the scale, the company has consistently maintained consumer appeal by using design as a tool to express the essence of each brand while honoring creativity in a balanced way. The Amorepacific Creative Center is currently running the “Creative Partners Program” to help nurture the capabilities of its designers.
Amorepacific Shinhan Card, launched in September
This system connects all beauty products — from the planning stage of new product design to production — through the Creative Center at headquarters. Designers from the center collaborate across departments where creative ideas are needed, resulting in outcomes that reflect Amorepacific’s brand identity. This close partnership extends beyond design to include production and customer communications. As a result, the company has achieved two core objectives: enhancing product competitiveness and maximizing designers’ potential. The company’s numerous design awards attest to the effectiveness of this strategy.
“Amorepacific won the Corporate Value Innovation Award at the Korea Design Awards hosted by Design magazine last year. This year, it won the iF Design Award in the packaging category and the Red Dot Design Award in the product design category. In 2021, six projects received the iF Design Award and three were recognized by Red Dot.
Most recently, Amorepacific drew attention once again by receiving the Grand Prize in the Design Management category at the Korea Design Awards, presented by the President of South Korea. The company’s performance in the market reinforces the credibility of these accolades.”
Amore Seongsu offers a base picker service.
Amorepacific is also actively collaborating with companies in other industries to revitalize its brands. In June, Primera launched an upcycling DIY kit called Second Chance in collaboration with upcycling brand Nook. The kit includes eco-friendly packaging and a card wallet. In September, Amorepacific partnered with Shinhan Card to launch five PLCC cards, featuring designs like a retro-style card with lip gloss and a palette illustrated in photo-realistic style, as well as a card using typography from the 1970s Korean makeup campaign Oh My Love.
Amorepacific is also making strides in applying cutting-edge technology. As previously mentioned, the Primera Skin Relief UV Protector EX replaced its plastic tube with the company’s proprietary nano-barrier technology, launching a paper tube-shaped product. This was the first product in Korea to adopt a paper tube suitable for long-term distribution, attracting significant attention. At Gwanggyo Eliway Square, the company unveiled Bath Bot, a service platform that uses robots to create customized bath products on the spot, allowing customers to choose their preferred color and scent. In April, it introduced Base Picker, a personalized one-on-one service that helps customers find their ideal foundation shade. Once the results are entered into the automated robot system at Amore Seongsu, the product is prepared within 10 minutes. Amore Seongsu also aims to seamlessly integrate the purchasing experience with the concept of a “gift-like shopping experience” and continues to enhance its customer experience through thoughtful service design. This relentless pursuit of innovation is a key force behind Amorepacific’s growth into one of South Korea’s leading beauty companies.
Customized bath products made on the spot by Bath Bot
Primera × Nukak collaboration product
Hera × Jayback Couture collaboration product: Hera Black Cushion Couture Limited Special Edition
