AP BEAUTY is launching a holiday campaign themed “Unveil Your Beauty Beyond” from November to December
in Korea and Hong Kong, and from December to January in China. This campaign is designed not just
to evoke the festive spirit of the season but to deeply convey the philosophy and brand values
of AP BEAUTY, providing customers with a unique experience. It stands out for its intention to
convey the essence of beauty beyond mere dazzling and splendid moments.
Concept
Inspired by the architecture of the Amorepacific headquarters, the pattern design captures both the building’s structural elegance and the identity of AP BEAUTY.
The delicate, star-like details radiate refinement, beautifully visualizing the architectural concept of Connectivity—the harmony of connection and communication—alongside the brand’s vision, APEX OF SKINCARE.
Like the open, ever-expanding form of the headquarters, this pattern symbolizes AP BEAUTY’s boundless potential and spirit of innovation.
Package
To highlight the brand’s iconic details, we designed charms that adorn gift box sleeves and shopping bag handles.
Each charm takes on a three-dimensional triangular form, symbolizing AP BEAUTY’s three key pillars.
Through this design, we aimed to convey a sense of sophisticated craftsmanship and luxury that reflects the brand’s meticulous attention to detail.
Chinese New year
The limited-edition holiday gift packages and promotions are available at 11 department stores across Korea, as well as one spa and three department stores in Hong Kong.
To celebrate the Chinese New Year (CNY), a special edition featuring red accent details will be launched in the Chinese market, embodying festivity and prosperity in true AP BEAUTY style.
VMD
The in-store VMD design draws inspiration from the cubic structure of the Amorepacific headquarters, actively incorporating cube-shaped motifs throughout.
Each interconnected and overlapping cube symbolizes AP BEAUTY’s core values of connection and communication.
These modular cube units are applied across product displays, tree ornaments, and other design elements—creating a unified, immersive visual experience in-store.
Set against a black backdrop accented with gold and silver highlights, the presentation emphasizes elegance and sophistication, amplifying the brand’s refined and graceful identity.
Through this campaign, AP BEAUTY seeks to reinterpret the essence of
beauty in a new light, offering customers a truly special and memorable holiday season.
