Amorepacific launched MY VitalBeautie, the brand’s first customized health supplement service, at the Amorepacific Store Gwanggyo—its flagship experience space featuring all Amorepacific brands.
Launching story
MY VitalBeautie recommends health supplements tailored to individual needs through simple health assessments, questionnaires, and professional nutrition consultations. Customers can purchase a one-month supply of supplements, portioned on the spot for convenient daily use.
The service draws from 24 products across three categories—Function (F), Vitamin (V), and Mineral (M)—and offers individually packaged doses designed for easy, on-the-go consumption. Since the recommendations are personalized through consultations, a dedicated offline store space is essential.
Despite the overall decline in offline store traffic due to the normalization of remote interactions
and the rise of digital channels, the unique, in-person experiences offered by physical stores remain
a crucial draw—essentially justifying their continued existence.
Introducing new content into an existing retail environment proved more challenging than expected.
The primary goal was to minimize construction while integrating the new experience seamlessly into
the existing space. Throughout the design process, we continuously sought to strike a balance between
contrasting qualities—such as “professional yet approachable” and “distinct yet cohesive.”
“The persona of MY VitalBeautie is
a courageous individual who approaches everything with enthusiasm.”
The consideration of CMF (Color, Material, Finish) led us to a fundamental question about MY VitalBeautie:
If VitalBeautie were personified, what kind of person would it be? What actions would someone with abundant
inner beauty take, and what kind of space would suit them? We envisioned these possibilities.
“A healthy persona = a courageous person who shows enthusiasm in everything = orange.”
This equation led us to determine the space’s color palette.
Materials were selected to harmonize with the wood tones of Amore Store Gwanggyo while maintaining a sense
of independence. Fabric symbolizes warmth, steel conveys durability, and glass represents cleanliness.
Within the compact space, we carefully designed curved furniture to ensure a smooth consultation process—from
measurement and analysis to categorization and purchase—for both consultants and customers.
The devices used to deliver the MY VitalBeautie service are portioning machines, which occupy a significant amount of space.
However, for various reasons, we couldn’t alter their existing design.Integrating interior design and VMD elements with
these machines proved to be a particularly interesting challenge. The space incorporates colors that complement
the machines’ muted blue tone, and uses lighted signage in MY VitalBeautie’s identity color—orange—to create an
atmosphere reminiscent of a “friendly pharmacy.”
The same approach was applied when establishing the communication tone.
Customers are already familiar with many brands in the market, including VitalBeautie and CubeMe,
so we focused on how to make personalized health supplements easy to understand and spark curiosity.
Rather than relying on complex explanations, we started with relatable questions such as:
“There are so many health supplements on the market—I don’t know which one to choose.”
“I’ve accumulated supplements I received as gifts or were recommended to me—is it okay to take them all together?”
MY VitalBeautie provides intuitive answers to these everyday concerns.
MY VitalBeautie operates on an online reservation system. In less than two months since its launch,
approximately 100 customers have used the service. We are now preparing to expand our communication
strategy to include local communities, wellness industry collaborations, and social media influencers.
When designing a space, project constraints present both challenges and opportunities—making
the process of finding solutions all the more rewarding. The project to integrate MY VitalBeautie
into the store began with reorganizing the overall product display (MD). Despite various
constraints—limited space, time, and budget—it became a project that brought lasting satisfaction and joy.
