TONEWORK Vegan 365+ Liquid Lipstick is a personalized lip service that finds the perfect shade of lipstick that makes you shine as
you are and dispenses it on the spot, creating a lipstick just for you. Amore Seongsu’s long-loved Lip Picker has been renewed,
and Amorepacific’s future technologies, including makeup artist consultation based on AI color diagnosis solutions, are combined
to provide a more satisfying personalized cosmetics experience.
Concept
TONEWORK, a custom makeup brand designed to let each individual’s unique beauty shine, is launching its first-ever offline custom lip service at Amore Seongsu.
To help customers discover their authentic color through a fun and new experience of self-discovery, we have designed a meticulous service process that includes:
– A range of 366 unique colors for every day of the year
– Both soft velvet and hydrating gloss formulas
– Five delicate fragrance options (Lemon Zest, Frosty Herb, Vanilla Luster, Peach Woods, Pure Unscented)
The service also includes precise skin tone measurement, virtual color simulation, and hygienic, on-the-spot formulation by a trained professional.
Service Sequence
TONEWORK is a custom lip service that combines the human touch of a makeup artist’s color counseling with an AI color diagnosis solution and Amorepacific’s future-forward technology. The experience seamlessly integrates a service app, an offline touch-up service, and live on-site formulation.
The launch of TONEWORK represents both a new brand and a renewal of an existing service, as Amore Seongsu had offered the ‘Lip Picker’ custom lip tint service for the past three years. We developed this new iteration based on the valuable feedback from the more than 200 customers who consistently used the service each month.
Satisfaction surveys revealed the core appeal of the service. The top reason for booking was, “I want to find the perfect lip color for me, recommended by an artist” (64%), and the most satisfying aspect was “finding a color that is a perfect match” (49%). For TONEWORK, we enriched this customization by integrating our ‘skintone finder’ technology, previously exclusive to our custom foundation service. We also expanded the color range to 366 shades, representing a mood for every day of the year. Each shade is named after a date, adding the fun of choosing a color by a special day.
Based on this, we upgraded the service flow with three key points:
1. AI-Powered Recommendations: Our color diagnosis solution analyzes a customer’s skin tone, brightness, and saturation to suggest a suitable lip color group. The customer then tests the actual shades, which reflect both the algorithm’s recommendation and their personal preference, before making a final selection.
2. Visual Formulation Process: The automated robot features 16 rotating color cartridges that mix the shades live. This provides an entertaining visual experience and builds trust in the formulation process.
3. Personalized Results: To conclude the session, each customer receives a take-home leaflet detailing the results of their consultation and color tests.
Space Design
Amore Seongsu aims to be a hub for future technology, continuously presenting new content that feels integral to the space’s original concept.
With the rebranding of our custom lip service from ‘Lip Picker’ to ‘TONEWORK Lip,’ we undertook a deep dive into the new brand and its products to inform the spatial design.
TONEWORK Lip Space Concept Rendering
KEY POINT 1: 8M Working Table
The TONEWORK Lip service is located in the corridor on the second floor of Amore Seongsu. To ensure the area could function as both
a passageway and a service space, we seamlessly extended the existing wall lines to create a custom 8-meter-long table. The U-shaped
table allows branding to be visible from the main corridor, while the customer service section faces the outdoor Seongsu Garden,
creating a scenic backdrop for the experience. The space was designed with a mix of natural light and specialized artificial
lighting for color analysis, ensuring the most accurate skin tone readings possible. The staff’s working area is a 4-meter-long
space directly alongside the customer, and the entire process is intentionally left open. This allows visitors to watch
their personalized cosmetic being made in real-time, much like observing an open kitchen.
KEY POINT 2: Comfort over stimulation
When new content is introduced into an existing space, it’s often tempting for it to assert its own unique color scheme. However,
we believe the ultimate goal of a custom lip service is to focus on the diversity and inherent beauty of the lip colors themselves.
Therefore, all base items like furniture and storage were designed to align with Amore Seongsu’s existing monochromatic mood,
ensuring that the lip colors would be the sole focus. As for a pop of color—#LipMeansRed. We used an iconic red as a key accent,
but only on the most crucial elements: the custom formulation machine and the palettes used to hold lip samples. This created a
strong, photo-worthy focal point within the otherwise neutral space.
VMD part
After the overall spatial plan is finalized, we begin developing the VMD (Visual Merchandising) elements that fill it.
The process can vary, but we always start by consulting with the operations team to create a prioritized list of needs.
We then categorize items into those that can be purchased off-the-shelf (display trays, lighting, mirrors, aprons) and those that must be custom-made
(from small stickers for sample containers to large metal wall logos), scheduling the work to meet the launch date.
The ‘TONEWORK Lip’ project presented an unexpected challenge: we needed to create samples for 366 different colors, one for each day of the year plus a hidden day.
In fact, because we had to produce samples for two different formulas, the true total was 732 unique items—a massive undertaking.
Launching a service involves handling countless small details. We simulated the entire customer experience, even considering the scene visitors would see when an artist opens a drawer.
We opted for drawer organizers with red accents so that even unseen areas were thoughtfully designed. We hope that many people will enjoy this special place,
a flash of red within Amore Seongsu’s concrete walls where they can create a lip color that is uniquely their own.
In Conclusion
In an era where we are so accustomed to the online world, the value of an offline experience remains exceptionally special—particularly the experience of creating a
cosmetic product tailored just for you. During the one-hour service, as the customer and makeup artist sit face-to-face, the artist’s professional counseling builds
trust, while the delicate, personalized color recommendations and touch-ups provide deep emotional satisfaction. This, we believe, is why visitors to Amore Seongsu,
regardless of nationality, age, or gender, find such profound happiness in the service, combined with the joy of the space itself.
