The video contents began from a single book 〈YUHAENGHWAJANG〉 which dealt with the history of makeup by period,
and it was planned by reinterpreting Amorepacific’s cultural asset from a creative perspective.
Several proposals were discussed in the process of planning, but we took an approach of focusing on the production of a brand
film in a new form, which was unprecedented for the Creative Center. Amorepacific’s past materials were very immense,
and there was no specific form in the production of contents, so we could approach it freely.
Main video
PLAN
The video contents began from a single book 〈YUHAENGHWAJANG〉 which dealt with the history of makeup by period,
and it was planned by reinterpreting Amorepacific’s cultural asset from a creative perspective.
Several proposals were discussed in the process of planning, but we took an approach of focusing on the production of
a brand film in a new form, which was unprecedented for the Creative Center. Amorepacific’s past materials were very immense,
and there was no specific form in the production of contents, so we could approach it freely.
Summary
Three people living in a different period meet each other at a time to share their interest in makeup.
The video shows the history of Amorepacific which has endured over a long period, along with the features of makeup by period, and forms a message
that Amorepacific has been at the vanguard of Korean beauty.
Summary
Three people living in a different period meet each other at a time to share their interest in makeup.
The video shows the history of Amorepacific which has endured over a long period, along with the features of makeup by period,
and forms a message that Amorepacific has been at the vanguard of Korean beauty.
SYNOPSIS
A woman living in the 1960s, Yunji, who is wearing makeup, looking somewhat excited. Upon applying red lipstick as a final touch, the screen moves to the present era of the 2020s.
Yunji is enjoying window shopping in the new world with excitement passes by a photo studio. The figure in the photo displayed in the show window is wearing totally different
makeup from hers. She walks into the studio, and photographer Seoyun in a contemporary style shows an interest in Yunji’s unfamiliar style.
There is a strange tension during the photo taking. Yunji imagines Seoyun transforming her appearance. As her imagination turns to a reality, by the time
Yunji’s appearance changes gradually to a contemporary face, Seoyun captures her beautiful face in photos.
A little later, someone walks in the photo studio.
Jiwoo in the colorful retro style from the 1980s.
The video ends with the scene of the three people exchanging curious interests in makeup styles from different generations.
SYNOPSIS
A woman living in the 1960s, Yunji, who is wearing makeup, looking somewhat excited. Upon applying red lipstick as a final touch, the screen moves to the present era of the 2020s.
Yunji is enjoying window shopping in the new world with excitement passes by a photo studio. The figure in the photo displayed in the show window is wearing totally different
makeup from hers. She walks into the studio, and photographer Seoyun in a contemporary style shows an interest in Yunji’s unfamiliar style.
There is a strange tension during the photo taking. Yunji imagines Seoyun transforming her appearance. As her imagination turns to a reality, by the time
Yunji’s appearance changes gradually to a contemporary face, Seoyun captures her beautiful face in photos.
A little later, someone walks in the photo studio.
Jiwoo in the colorful retro style from the 1980s.
The video ends with the scene of the three people exchanging curious interests in makeup styles from different generations.
Video of makeup by the period
CONCEPT
The video introduces makeup tips and characteristic features of each period.
The colors of characteristic love by each period are maximized visually with an artistic touch.
+1960s: New women’s makeup, fashion, trend
+1980s: Splendid color makeup
+2000s: Hot Items to become a beauty queen
Video of makeup by the period
CONCEPT
The video introduces makeup tips and characteristic features of each period.
The colors of characteristic love by each period are maximized visually with an artistic touch.
+1960s: New women’s makeup, fashion, trend
+1980s: Splendid color makeup
+2000s: Hot Items to become a beauty queen
BEHIND THE SCENES
Many processes were involved to produce the final result. The first proposal to make a video was initiated in the summer
of 2021. From the planning to the production and post processes, we underwent a trial-and-error process and cooperation
with the members of the Trendy Makeup Project.
The most memorable moment while producing this video was the step where a storyboard was composed for the main video.
We spent a lot of time on creating new stories and cuts for captivating scenes. Notably, producing the tone and manner
which can be captured from the 1960s to the present time was a key goal of ours.
And casting suitable models for our ideas took a lot of time as well. After long preparation, we were
able to cast three models who are closely matched our image. The models realized each character splendidly.
Given our long unsparing efforts to realize our story in-depth, we want our viewers to enjoy Amorepacific’s heritage from a new perspective.
BEHIND THE SCENES
Many processes were involved to produce the final result. The first proposal to make a video was initiated in the summer
of 2021. From the planning to the production and post processes, we underwent a trial-and-error process and cooperation
with the members of the Trendy Makeup Project.
The most memorable moment while producing this video was the step where a storyboard was composed for the main video.
We spent a lot of time on creating new stories and cuts for captivating scenes. Notably, producing the tone and manner
which can be captured from the 1960s to the present time was a key goal of ours.
And casting suitable models for our ideas took a lot of time as well. After long preparation, we were
able to cast three models who are closely matched our image. The models realized each character splendidly.
Given our long unsparing efforts to realize our story in-depth, we want our viewers to enjoy Amorepacific’s heritage from a new perspective.
