HERA Custom Match Service at APEC CEO Summit 2025
Summary
At the APEC CEO Summit 2025, held in Gyeongju from October 28 to 31,
HERA showcased an exhibition and experiential space that reinterpreted the theme of ‘Innovation’ through its unique brand perspective. As the brand that pioneered the world’s first cushion foundation, HERA presented a new form of beauty technology, leveraging Amorepacific’s technical expertise and heritage to offer an experience of ‘beauty perfectly tailored to the individual.’
HERA showcased an exhibition and experiential space that reinterpreted the theme of ‘Innovation’ through its unique brand perspective. As the brand that pioneered the world’s first cushion foundation, HERA presented a new form of beauty technology, leveraging Amorepacific’s technical expertise and heritage to offer an experience of ‘beauty perfectly tailored to the individual.’
HERA Custom Match Service
At the APEC CEO Summit 2025, HERA offered a special on-site experience: creating custom foundations and lip products based on AI-powered skin tone diagnosis technology.
Through the ‘Custom Match’ service, we delicately catered to diverse skin tones and individualities from around the world, providing an experience that empowered everyone to reveal their own unique beauty.
Custom Match Silky Stay
Based on Amorepacific’s expert skin color research, this service offers 205 shades, featuring brightness levels refined from Fair to Deep across five distinct undertones.
Custom Match Sensual Lip
HERA Custom Match Sensual Lip allows for the creation of 124 colors in two textures (Velvet or Gloss). Customers can also choose to add Citrus Blossom—the line’s signature fragrance—or opt for an unscented finish.
Space Design
Historically, the spatial design of the Custom Match service has centered around robots, as the sight of machines analyzing skin tones and manufacturing cosmetics on the spot leaves a strong impression on visitors.
However, for this event, to emphasize a human-centric program experience, we strategically positioned professional counselors—who diagnose skin tone and recommend colors—and formulation specialists—who finalize the products through a hygienic and precise process—at the core of the spatial flow.
In particular, we positioned the formulation specialists at a focal point where visitors’ gaze naturally rests—much like a barista at a cafe or a bartender at a cocktail bar. This layout was configured to clearly showcase the process of a custom product being completed on the spot.
The robots and machinery were placed within clear view of the consultation tables. This design allowed visitors to witness the actual manufacturing process during their session, while ensuring the machines could stably perform their primary functions.
However, for this event, to emphasize a human-centric program experience, we strategically positioned professional counselors—who diagnose skin tone and recommend colors—and formulation specialists—who finalize the products through a hygienic and precise process—at the core of the spatial flow.
In particular, we positioned the formulation specialists at a focal point where visitors’ gaze naturally rests—much like a barista at a cafe or a bartender at a cocktail bar. This layout was configured to clearly showcase the process of a custom product being completed on the spot.
The robots and machinery were placed within clear view of the consultation tables. This design allowed visitors to witness the actual manufacturing process during their session, while ensuring the machines could stably perform their primary functions.
To fully utilize the 15-meter width allocated for HERA’s content, we devised a horizontally expansive layout.
The central area was configured as a display zone themed around HERA’s flagship product, the Black Cushion.
Here, we showcased Amorepacific’s technological prowess and presented the custom match shade spectrum for the Black Cushion,
even though the live customization service for this specific product was not operational during this program.
Flanking the center, we established two ‘Custom Match Silky Stay’ service stations on the left and
two ‘Custom Match Sensual Lip’ service stations on the right, enabling simultaneous counseling sessions for up to four visitors.
The central area was configured as a display zone themed around HERA’s flagship product, the Black Cushion.
Here, we showcased Amorepacific’s technological prowess and presented the custom match shade spectrum for the Black Cushion,
even though the live customization service for this specific product was not operational during this program.
Flanking the center, we established two ‘Custom Match Silky Stay’ service stations on the left and
two ‘Custom Match Sensual Lip’ service stations on the right, enabling simultaneous counseling sessions for up to four visitors.
VMD
Our VMD work involved layering details onto the large structural framework to bring the design to completion.
Throughout the process, we prioritized the following criteria, double-checking every aspect to ensure nothing was overlooked:
– Is the shade range visible at a glance?
– Does the display effectively showcase the color spectrum, reflecting HERA’s status as a leading color makeup brand?
– Is the environment optimized for a comfortable customer service experience?
– Does the setting highlight the professionalism of the artists and formulation specialists?
Throughout the process, we prioritized the following criteria, double-checking every aspect to ensure nothing was overlooked:
– Is the shade range visible at a glance?
– Does the display effectively showcase the color spectrum, reflecting HERA’s status as a leading color makeup brand?
– Is the environment optimized for a comfortable customer service experience?
– Does the setting highlight the professionalism of the artists and formulation specialists?
Upon entering the HERA space, visitors are immediately greeted by the ‘Shade Wall,’ featuring 205 distinct shades embodied in the form of HERA’s flagship product, the Black Cushion.
The shades are arranged to present a comprehensive color spectrum at a single glance.
Through rigorous pre-sampling and testing, we meticulously calibrated the angle, height, and shading depth to ensure the most accurate color representation under the display lighting.
Furthermore, we painstakingly verified every detail—from the material and structure of the supporting brackets to the precise spacing and alignment lines of the cushions—ultimately completing a display where the presence of both the vibrant colors and the product itself shines through with absolute clarity.
At the point where the customer’s gaze falls first, we created and placed a three-tiered display tray.
Inspired by the workstations of professional makeup artists and reinterpreted to fit the atmosphere of the exhibition space, this tray serves as a key element in creating a more refined and professional visual scene.
The tray is curated around HERA’s ‘engine products’ (core products), intended to naturally spark customers’ curiosity and lead them into the direct experience phase.
On each table, we also displayed the final packaged products to allow visitors to intuitively understand the ‘outcome’ of the Custom Match service. Behind the trays,we placed flower objects with subtle color accents to add vibrancy to the predominantly black-toned space.
The tray is curated around HERA’s ‘engine products’ (core products), intended to naturally spark customers’ curiosity and lead them into the direct experience phase.
On each table, we also displayed the final packaged products to allow visitors to intuitively understand the ‘outcome’ of the Custom Match service. Behind the trays,we placed flower objects with subtle color accents to add vibrancy to the predominantly black-toned space.
Custom Match: A Perfect Fit for Everyone
Custom Match: A Perfect Fit for Everyone
HERA’s Custom Match stood out as a truly special experience because it empowered every visitor—regardless of gender or nationality—to create their very own foundation and lip colors, perfectly tailored to their exact skin tone.
The service delivered such high levels of satisfaction and immersion that many visitors, who had initially booked only one session, immediately expressed a desire to try the other services upon completing their first experience.
Acclaimed by visitors as “an experience not to be missed,”
the event provided a moment for them to witness firsthand the value of the personalized beauty technology proposed by HERA.
The service delivered such high levels of satisfaction and immersion that many visitors, who had initially booked only one session, immediately expressed a desire to try the other services upon completing their first experience.
Acclaimed by visitors as “an experience not to be missed,”
the event provided a moment for them to witness firsthand the value of the personalized beauty technology proposed by HERA.
The HERA space showcased at the APEC CEO Summit 2025
was designed to allow visitors to experience Amorepacific’s technological prowess and
the essence of beauty pursued by HERA, tailored to each individual’s personality and skin tone.
For those encountering HERA for the first time, the exhibition revealed the brand’s fresh appeal,
while for existing customers, it served as an opportunity to reaffirm the vision of beauty HERA has championed.
It remains a meaningful occasion where we shared the moment of every visitor discovering their own unique ‘beauty.’
was designed to allow visitors to experience Amorepacific’s technological prowess and
the essence of beauty pursued by HERA, tailored to each individual’s personality and skin tone.
For those encountering HERA for the first time, the exhibition revealed the brand’s fresh appeal,
while for existing customers, it served as an opportunity to reaffirm the vision of beauty HERA has championed.
It remains a meaningful occasion where we shared the moment of every visitor discovering their own unique ‘beauty.’
- Amorepacific Creatives
- Space Design
- Choi Hyunsik
- VMD
- Chung Keypeum, Shin Jiwan,
Oh Nahyeon - Fabrication
- Wooin Design, Hermes Design
