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Exhibition [The House of Beauty Scientists]

뷰티 과학자의 집展
AMOREPACIFICJul 04, 2024
Summary
The House of Beauty Scientists is a pop-up special exhibition where you can experience Amorepacific’s research journey over 70 years. The exhibition is a departure from the usual introduction of products through advertisements, and showcases Amorepacific’s deep concerns and genuine research stories behind the creation of products.
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Concept
Since establishing Korea’s first cosmetics research institute in 1954, Amorepacific has been conducting in-depth research in the field of beauty and continues to shape the history of beauty science through its unique innovations. This space is a story-driven pop-up exhibition. Unlike promotional pop-ups focused on advertising specific products, it highlights Amorepacific’s long-standing research and achievements in dermatology, active ingredients, and formulation technology through a variety of content—leading naturally to product introductions.
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The garden surrounding the old Western-style house, built in the 1960s, reflects Amorepacific’s long-standing research into the efficacy of Korean natural ingredients. Designed to seamlessly integrate with the brand’s ingredient research story, the garden features a mini ginseng field along with various plants used in natural formulations.
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The first floor consists of spaces where researchers find inspiration and gain knowledge, as well as areas dedicated to studying healthy and beautiful skin. In the Researcher’s Library, visitors can get a glimpse into the work of cosmetics researchers—from raw materials to formulation and efficacy—while browsing actual books from the Amorepacific R&D Center and papers published by its researchers.
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The first floor consists of spaces where researchers find inspiration and gain knowledge, as well as areas dedicated to studying healthy and beautiful skin. In the Researcher’s Library, visitors can get a glimpse into the work of cosmetics researchers—from raw materials to formulation and efficacy—while browsing actual books from the Amorepacific R&D Center and papers published by its researchers.
“We wanted to share the research story behind our products—one that reflects the depth of dermatological science and the sincere considerations not typically revealed. Through this, we aim to connect more directly with our customers.”
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“We wanted to share the research story behind our products—one that reflects the depth of dermatological science and the sincere considerations not typically revealed. Through this, we aim to connect more directly with our customers.”
All books and materials displayed in the Researcher’s Library* were borrowed from the library at the Amorepacific R&I Center. Through the books typically read by researchers, visitors can gain insight into their areas of study and interest. The exhibition also features plant-derived raw material samples brought directly from the research institute, highlighting the company’s efforts to discover unique botanical ingredients for healthy skin and to develop extraction methods that maximize their efficacy.

Additionally, the content introduces what “research at a cosmetics company” entails—from identifying optimal ingredient combinations for effectiveness, to formulation research focused on creating the textures customers love.
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The first-floor Skin Beauty Lab is a space designed to resemble Amorepacific’s actual skin research laboratory, offering explanations and historical context for various research initiatives. Here, visitors can explore Amorepacific’s long-standing studies on key Korean ingredients—such as ginseng, green tea, and camellia—as well as gain insights into the company’s raw material technologies. The exhibition also features in-depth information on powerful efficacy ingredients like hyaluronic acid and retinol, and showcases Amorepacific’s cutting-edge advancements in skin science and beauty technology, highlighting the company’s comprehensive journey in cosmetic development.
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At the Skin Beauty Lab, current Amorepacific researchers spend a designated period of time on-site, engaging directly with visitors. Customers have the opportunity to ask researchers about their personal skin concerns, cosmetic ingredients, and other questions they’ve always been curious about — and receive answers straight from the experts.
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You can explore a variety of experimental instruments and microscopes that resemble actual laboratory equipment, and even try out real formulations developed through in-depth research. Additionally, using an AI-powered skin analysis device, you can measure your skin condition and receive personalized care recommendations.
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The second floor, [Color Beauty Lab], is a space dedicated to makeup research, divided into two rooms: Color Makeup and Base Makeup.

In the Color Makeup Room, the focus is on the development journey of color products and an introduction to the role of makeup researchers. At the “Color Atelier,” where researchers seek inspiration, visitors can observe how trends are analyzed, how materials like fabric and stones inspire ideas, and how researchers collaborate with makeup artists to develop makeup looks.
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You can also explore some of the ingredients used in color makeup products and learn about differences in their formulations. There is also a hands-on experience zone where you can create your own makeup looks using color pencils and repurposed cosmetics.
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The adjacent space is dedicated to base makeup research, showcasing studies on skin tones that reflect cultural characteristics, adhesion and long-wear technologies, and the development of the cushion category, which was first introduced by Amorepacific. Depending on the time, makeup researchers may be present to share their insights on makeup and color research.
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Cushion Heritage Room In 2008, Amorepacific created the world’s first cushion makeup category. This space showcases the history of the cushion, highlighting the Hera Black Cushion Foundation — the No.1 cushion brand for seven consecutive years — along with various collaboration products developed over the years.
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At the automatic skin tone measurement booth, customers can measure their own skin tone. Using tone diagnosis technology jointly developed by Amorepacific and KAIST, visitors can discover their unique tone and receive recommendations for customized cosmetics that best match their skin. Based on the results, they can test various shades and find the foundation that perfectly matches their complexion.
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“The Beauty Scientist’s Store” is a curated space rooted in scientific research. Products are organized by technology and category, enabling customers to find and purchase items that best suit their individual needs.
The Beauty Scientist’s House Exhibition
Drawing inspiration from the company’s founding spirit—prioritizing technology and quality through the establishment of Korea’s first cosmetics research lab in the 1950s—we planned an experiential pop-up exhibition designed to spark curiosity and build trust by engaging directly with customers. By sharing the in-depth research stories behind cosmetics—often hidden from view—we aimed to foster a deeper connection with our audience.
Design Key Points
We aimed to preserve the cozy atmosphere of the space itself, evoking the passage of time in a house built in the 1960s. By incorporating furniture and props that appear to have been brought directly from an actual research lab, we created a unique ambiance and experience. Showcasing real experimental equipment and laboratory tools, and actively collaborating with the research institute to have actual researchers working and engaging with visitors in the space, we transformed the “Beauty Scientist’s House” into a true working research environment.
  • Amorepacific Creatives
  • Space Design
  • 넥스트 스페이스팀 고은영, 조혜진, 이준호
  • Photography
  • 크리에이티브 전략팀 이윤진, 에이치스페이스
  • Technical content
  • 아모레퍼시픽 R&I센터 박종희 외 다수
  • 기술혁신팀 박학권
  • Gardening
  • 공간기획팀 한권영, 오규철, 김성민
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