이 프로젝트는 아모레퍼시픽 크리에이티브 센터의 선행디자인 프로그램인 Creative Partners 를 통해 제안한 아이디어에서 시작되었습니다.
The trend of the global market that is actively developing DEI and Ideas for TONEWORK Offline Store
적극적 DEI를 전개하는 글로벌 마켓의 흐름과 이에 관련한 오프라인 적용 요소
AMOREPACIFICApr 29, 2024
Summary
Companies that actively promote DEI are perceived as organizations that enhance diversity, equity, and inclusion,
while fulfilling their social responsibilities. This provides a positive image to consumers and can increase the
trust and purchase intention of the important MZ generation, for whom ethical consumption is crucial. Therefore,
We suggest elements that can be applied to DEI offline.
Background
In a capitalist society, the purpose of a company was once “profit-seeking,” but the paradigm is shifting toward “value-seeking,” where companies actively consider and reflect social responsibility, expectations, and demands.
Additionally, as demand from consumers with diverse cultural backgrounds grows, global companies are actively adopting DEI to meet these needs.
These efforts strengthen relationships with consumers, build positive images, and ultimately enhance corporate competitiveness, demonstrating that DEI is increasingly emerging as a key competitive factor in the global market.
Numerous companies overseas recognize the importance of DEI and are internalizing it in accordance with the characteristics and culture of their consumer products, sharing it through their websites or “impact reports” to generate viral buzz.
Our company is also promoting DEI in various ways. In particular, the customized foundation brand “TONEWORK” offers 205 custom color shades each for matte and glow finishes, aligning with global trends to cater to a wide range of skin tones. The branding visuals also increasingly incorporate these characteristics in a more proactive manner.
Our company is also promoting DEI in various ways. In particular, the customized foundation brand “TONEWORK” offers 205 custom color shades each for matte and glow finishes, aligning with global trends to cater to a wide range of skin tones. The branding visuals also increasingly incorporate these characteristics in a more proactive manner.
TONEWORK’s unique pop-up store “TONEWORK EVERYWHERE”,
My authentic color (D&I) + only what the earth needs (environment) + AI color matching technology and color diagnosis algorithm (tech integration)
It aims to offer an experience where customers can discover their authentic colors beyond the boundaries of race, gender, and skin tone, and aligns with the brand philosophy of TONEWORK, which strives to create only what is necessary for the Earth.
Pop-up stores, which are built, dismantled, and opened daily in large numbers, generate significant waste that poses environmental challenges.
Due to their unique concepts, stories, and events, they are difficult to reuse.
To overcome this, we planned a mobile pop-up store that breaks free from the boundaries of a traditional store, allowing it to move to any location where the target audience is present.
This was achieved by leveraging generative AI tools to enable Amorepacific’s technology and inclusivity to be experienced worldwide.
By renewing the brand’s signature lipstick, the goal was to signal a transformation into a younger and trendier brand.
The design combines simple geometric forms to achieve both functional satisfaction and sculptural beauty.
More than just a lipstick, it serves as a fashion item that transcends the boundaries of race, gender, and skin tone—offering an experience of discovering one’s own authentic color and identity.
The aim was to propose a pop-up store concept aligned with TONEWORK’s brand philosophy of producing only what the planet truly needs.
Generated by AI
Generated by AI
Pop-up stores, which are built, dismantled, and opened daily in large numbers, generate significant waste that poses environmental challenges.
Due to their unique concepts, stories, and events, they are difficult to reuse.
To overcome this, we planned a mobile pop-up store that breaks free from the boundaries of a traditional store, allowing it to move to any location where the target audience is present.
This was achieved by leveraging generative AI tools to enable Amorepacific’s technology and inclusivity to be experienced worldwide.
Generated by AI
IDEA.1
The current situation is that stores are opening in specific areas targeting young female
customers to the extent that the area is perceived as a pop-up store. Rather than being
overly decorated, exclusive to young people, or only accessible in Seoul, the solution
is a “mobile pop-up trailer” that is accessible to everyone regardless of gender, age, race, or region.
Generated by AI
IDEA.2
Actively displaying communication devices that reflect all ages, races, and genders throughout the store.
Currently, ToneWork is using Black and male models in its marketing efforts more than other brands,
but applying senior models to store imagery, color swatches, and sub-cuts can improve accessibility for older age groups.
Generated by AI
Generated by AI
IDEA.3
Employee diversity is a very important element of retail ‘inclusivity’ strategies.
Having employees who can connect with customers significantly enhances the
store’s inclusivity and helps customers form stronger bonds with the brand.
Generated by AI
IDEA.4
By applying tables with an open bottom and adjustable height,
they can be adjusted to suit different heights,
enhancing accessibility for wheelchair users and other individuals with disabilities.
Generated by AI
IDEA.5
If images or icons are placed together with signs, POP displays, etc.,
this can be helpful for people with dyslexia or those who have difficulty reading English or text.
Generated by AI
IDEA.6
Utilizing devices designed to accommodate various disabilities
assists customers with mobility impairments, visual or hearing impairments,
or cognitive difficulties in their purchasing journey.
