이 프로젝트는 아모레퍼시픽 크리에이티브 센터의 선행디자인 프로그램인 Creative Partners 를 통해 제안한 아이디어에서 시작되었습니다.
2024 Creatives Partners _ Enhancement of the space value through the participation of the brand in the Amore flagship campaign.
‘아모레FS의 글로벌 고객을 브랜드와 연결하기’
AMOREPACIFICApr 10, 2024
Summary
As a flagship space that serves as a place to experience the brand in an environment where visits from global customers continue to grow,
we thought about propositions that would help the brand go beyond the experience and help customers develop a closer relationship with the brand.
From the brand’s perspective, we saw the importance of a collaborative approach that continues to increase the value of the flagship space.
Story
In October 2023, to raise awareness of Amore Seongsu among global customers,
we launched a campaign targeting Japanese customers visiting South Korea
in collaboration with Asiana Airlines, one of the country’s leading airlines.
We reflected Japanese customers’ preferred beauty trends and popular product
information from Amore Seongsu, and designed the packaging with a focus on
simplicity and cost-effectiveness, incorporating only essential elements.
Operational results showed performance nearly aligned with expected targets
in terms of Japanese customer acquisition and sales generation,
and we observed a positive trend of global customers flowing into offline spaces.
As the campaign was nearing its conclusion, we received an email from the manager in charge of Vital Beauty’s global operations.
After reviewing the progress of the Asia campaign, they expressed interest in participating in a similar campaign in the future.
I felt deeply grateful and also thought that perhaps we could share this with other brands and encourage their participation as well.
As a result, we began to formally plan a second partnership with Asiana, aiming to convey the image of a flagship brand representing K-Beauty and structure the event as a brand-participating initiative to meet the brand’s needs while maximizing benefits (value).
We are grateful to have collaborated with a total of four brands, and in line
with the themed concept of “K-BEAUTY Routine Pack,” we were able to create
a diverse kit lineup and actively showcase the brands and products across various channels.
Although it is based domestically, the flagship store serves as a space where global
customers can experience Amorepacific’s brand and products most quickly and deeply.
The flagship space plays a strategically important role in disseminating brand value.
Similar to the above case, Amore Flagship views its customers as global local customers.
The brand will continue to roll out campaigns in collaboration with the flagship store
and create an environment where the operational value of the flagship store can grow.
