CUSTOM ME Bespoke Essence is a personalized skincare solution that uses AI skin diagnostic
technology to create your own custom essence. Receive a My Skin Report with skin analysis
results and solutions, and customize your essence with ingredients, efficacy, and design.
Concept
Customized essences were first launched online in early 2023.
Developed using Amorepacific’s 30 years of expertise in personalized skin research and AI technology, the product was introduced under the concept of “customized for just one person” through Wadiz and the CustomMe+ app.
However, customers’ awareness and perception of customized cosmetics remained relatively low, and many were hesitant to make direct purchases online.
To address this, the idea of establishing an offline touchpoint was proposed.
Service Point
We thought deeply about how to encourage more customers to experience the service.
Since it was already available online, we questioned why customers would visit a store for the same experience.
Our conclusion was “instant report” and “instant preparation.”
Just like receiving a health checkup and getting the results on the spot, we believed it would be meaningful to provide customers with an immediate report diagnosing their skin condition and areas for improvement.
Additionally, if customers could have their recommended products prepared on-site right after the diagnosis, that would be an even greater advantage.
Therefore, we set up the experience zone in the most visible area on the first floor so customers could try it themselves.
When defining KPIs, we prioritized the number of skin analysis experiences over direct sales.
Customers were able to upgrade their customized products based on the results of their skin analysis.
Experience Flow
1. Conduct a self-skin measurement through AI skin analysis and a brief questionnaire.
2. Receive a My Skin Report showing detailed results, solutions, and personalized essence recommendations.
3. If desired, the recommended essence is freshly prepared on-site for immediate purchase.
BESPOKE ESSENCE Package Design
Bespoke Essence is a personalized skincare product that allows you to create your own essence through the My Skin Report and customize it with your initials and preferred label color.
The essence bottle features a minimalist, sleek design with a white matte finish. Two types of applicators—a dropper and a pump—are provided to accommodate the 20 different formula textures, enhancing overall usability.
The label design highlights the personalization aspect by featuring the customer’s initials as the main visual element, while the selected color from 20 available options can be applied to the front label.
Visual Directing
The key visual for Bespoke Essence @ Amore Seongsu captures the core service of Bespoke Essence, which provides a My Skin Report following skin analysis.
To highlight the minimalist white container and the My Skin Report, we used contrasting lighting against a black background to create a strong visual impact.
The model shots emphasize the natural texture of the skin, while the My Skin Report is enlarged in a “Newspaper” concept to add a playful and distinctive touch.
Space Design
The service space consists of an AI Skin Analysis Zone, where customers can experience AI-powered skin diagnosis, and a Formulation Room, where customized essences are freshly prepared on-site. Additionally, during the initial launch phase, a special Bespoke Essence Test Zone will be operated, allowing customers to directly experience the texture and efficacy of the essences.
1. Implement a layout that enables customers to receive services with maximum convenience.
2. Design a visual language that harmonizes seamlessly with the existing Amore Seongsu space.
3. Arrange equipment and staff placement so that their interactions take center stage.
4. Design the compounding specialists’ workspace in alignment with the stages of the formulation process.
We immersed ourselves in the process of conceptualizing and materializing Custom Me Bespoke Essence within the space. This initiative began as a collaboration with the Next Beauty 1 Team, with the goal of not merely expanding a product lineup but introducing a new paradigm in skincare.
The following content captures the design philosophy behind the spatial design and service planning that were meticulously developed for this service launch. The four keywords above represent the core focuses of the design process, and we strived to maintain consistency even as the service location and content evolved.
1. Optimizing online-to-offline services in the space
We focused on instilling customer confidence in customized skincare products through an intuitive service flow, a logical equipment layout, and a hygienic preparation room design.
One of the key challenges in this process was optimizing the placement and information volume of self-service features from the perspectives of both customer convenience and operational efficiency, ensuring that new customer services could operate seamlessly.
2. Implementation of an Efficient Space Design Integrated with the Existing Amore Seongsu Space
The top priority in the spatial design was achieving efficiency and optimizing the customer experience.
We developed a layout that allows customers to receive skin diagnoses, test product formulations, and place orders on-site, while enabling formulation specialists to prepare and package essences immediately within a compact yet highly efficient space.
Relocating the equipment required significant revisions to the original plan, ultimately leading to a complete redesign.
Along with partial modifications to the beauty library, a customized design plan was executed to maximize the usability of the 9-pyeong space.
The design language employs bright neutral tones to accentuate the equipment and products, symbolizing the ideal skin condition pursued through skincare.
Areas frequently touched by customers and technician workstations were finished with artificial marble to ensure durability and hygiene.
The furniture housing storage units and equipment was made from lightweight materials to enable smooth movement for staff, thereby enhancing efficiency and reducing production costs.
Additionally, tables equipped with AI skin analysis pads were designed at an optimal height based on the average height of customers.
Every design element—from the pursuit of simplicity and functionality to the lighting that intuitively guides customer movement—was carefully refined down to the smallest detail.
3. Project Budget and Space Completed Within the Deadline
To complete the project in alignment with Amore Seongsu’s optimal operational schedule and ensure suitability within the targeted budget, we developed interior design plans, derived estimates, and engaged in negotiation processes.
Prior to installation, a pre-installation simulation was conducted on March 6, 2023, to identify and mitigate potential on-site risks.
This was followed by successful on-site installation and service launch on March 12.
Through this process, we successfully introduced a new customized skincare service previously unavailable at Amore Seongsu.
The primary focus was to create an environment that accurately diagnoses each customer’s unique skin concerns and to design an optimal space that effectively addresses them.
As a result, the launch attracted significant attention and interest.
Just like an essence tailored to one’s own skin, we hope this project resonates deeply with consumers and continues to inspire ongoing improvement and innovation.
VMD part
Custom Me, the third customized cosmetics service launched at Amore Seongsu, is distinguished by its self-measurement feature — the key difference from the two existing services, Hera Custom Match and Tone Work Lip.
In planning the VMD aspect, the top priority was to create an environment where customers could complete every step on their own — except for the formulation process — without assistance from staff.
Through multiple on-site simulations, we focused on designing a system that anticipates and resolves potential customer questions such as, “I wonder how this works here,” or “It would be convenient if there were instructions here.”
Our goal was to create a customer-centered design that intuitively answers such questions through thoughtful spatial and visual guidance.
more details about VMD
Let’s take a closer look at the VMD design, from the exterior to the main space — the Custom Me Zone.
Starting with the exterior banner announcing the service launch, the reception area features three posters accompanied by a video that sparks customers’ curiosity as they enter.
Upon entry, the first thing customers encounter is the mirror in the cleansing room, which displays text encouraging them to experience Custom Me and guiding them naturally toward the Custom Me Zone.
Located at the center of Amore Seongsu, the Custom Me Zone is composed of three areas: the AI Self-Measurement Zone, the Preparation Room, and the Test Zone.
from left to right
AI Self-Measurement Zone, Preparation Room, Test Zone
VMD part
[AI Self-Measurement Zone]
In the AI Self-Measurement Zone, anyone can easily check their current skin condition and receive personalized essence recommendations.
We aimed to create an environment that ensures more accurate diagnosis — from lighting that minimizes glare while maintaining optimal brightness, to intuitive instructions, a help bell, and product testers.
This setup allows customers to experience the customized essence process within just 3–5 minutes while standing comfortably in place.
[Formulation Room]
The Formulation Room, constructed entirely of glass, allows customers to clearly observe the entire process of their essence being hygienically prepared.
To maintain a clean and organized appearance, white information labels have been placed in key areas, ensuring customers receive all the necessary details with ease.
[Test Zone]
The Test Zone features a total of 19 products, including 8 of the most popular finished products and 10 formulation testers, selected from 10 formulations, 8 efficacy types, and 20 label color combinations — allowing customers to freely explore and experience the products.
Lighting-type glorifiers are installed behind the displays to draw the attention of passersby and naturally guide them toward the zone.
To maintain a neat and refined look, the number of items displayed on the countertop was minimized, while brochures were placed on the side panels.
The fixtures were made from transparent materials to harmonize with the clean, open atmosphere of the Formulation Room.
+ cute point
While the uniforms for previous customized services were aprons designed in each brand’s signature color, Custom Me adopted a white gown that emphasizes hygiene.
The design complements the main space of the Formulation Room, creating a distinctive and professional visual identity.
In conclusion
Throughout this project, I was reminded that every new challenge comes with its own difficulties.
As the saying goes, “The only constant is change,” this project became a meaningful
opportunity to reevaluate the things we once took for granted. Finally, I would like
to express my sincere gratitude to all the project members who gave their best untilthe very end,
and to the team members who continuously supported and encouraged us throughout the journey.
If you’re looking for a customized service tailored just for you,
visit Amore Seongsu today. @amore_seongsu
