Amorepacific makes its debut at the CIIE, bringing ‘Asian Beauty’ to China
During the six-day China International Import Expo at the National Exhibition and Convention Center (Shanghai), Asia’s leading beauty company Amorepacific displays its world top tailored mask adopting advanced technology of 3D printing and the Internet of Things (IoT), revolutionary Cushion Compact products, together with several world well-known beauty brands including Sulwhasoo, Laneige, innisfree, HERA, and Ryo, presenting the concept of “Innovation inspires ‘Asian Beauty.’”
“We are honored to participate in this milestone event. China is one of the most active beauty markets in the world, also the biggest overseas market of Amorepacific. We are looking forward to seizing the new opportunity to introduce more new brands and products to China, bringing ‘Asian Beauty’ to more Chinese consumers,” says Saehong Ahn, President of Amorepacific.
Innovation inspires ‘Asian Beauty’
Recognized as one of the most innovative companies in its field and ranked No.18 in Forbes’ Most Innovative Companies list (2018), the company has charted a solid growth path by pioneering new beauty categories, such as sleeping masks, boosting essences and cushion products.
At the CIIE, Amorepacific will introduce the first-of-its-kind tailored mask solutions to its overseas market. The tailored mask solutions feature tailored serum and tailored sheet mask, personalized for every customer. Customers will be able to create a customized sheet mask pack on the spot by leveraging 3D printing and IoT technology. The tailored serum that comes with the mask pack will provide a customized solution through an accurate skin analysis, and be specially designed to address personal skin conditions.
Two-tone lipsticks that lead K-Beauty is also presented at the CIIE. Since its release by Amorepacific, some 3.7 million units of lipsticks were sold around the world, making it an international hit in global make-up market. Following the success of two-tone lipsticks, the K-Beauty trendsetter first introduced its “My Two-tone Lip Bar,” customized lipsticks solutions, through its name brand Laneige in August at one of its flagship stores in Seoul. Customers are able to create personalized dual shades lipsticks in store by mixing and matching two colors out of over 700 color combos with the guidance of beauty specialists.
‘Asian Beauty’ worldwide
Since its foundation in 1945 in South Korea, Amorepacific is today a global company with over 20 cosmetics, personal care and health care brands. Among these are the immensely popular global brands Sulwhasoo, Laneige, Mamonde, Etude House, and innisfree.
As a leading Korean cosmetics company, Amorepacific has a single and clear mission — to present its unique perception of beauty, namely what it calls the “Asian Beauty” to global customers.
“The beauty ideal that Amorepacific seeks is the beauty that creates harmony between the inside and the outside, based on deep understanding of nature and humanity,” said Ahn.
Amorepacific entered China as early as 1992. Over the past 26 years, Amorepacific has continued its journey in China of creating A MORE Beautiful World for customers, the environment and society.
Currently, the company introduced 9 brands to China, namely Sulwhasoo, Laneige, Mamonde, innisfree, Etude House, HERA, IOPE, Ryo and Mise-enscène, covering luxury, masstige and mass markets.
“The past 26 years have witnessed rapid growth of China’s booming beauty market. And we are confident of the potential of China,” says Amorepacific China President Charles Kao, “And the investments in China will definitely be expanded with more quality brands and products introduced to this booming market.”
In 2004, Amorepacific Beauty Campus Shanghai was launched. The production site is the hub of company’s production, research, and distribution in China. With a production capacity of 13,000 tons, Amorepacific Beauty Campus Shanghai is able to respond to local needs more quickly.
The site is a world-class manufacturing facility in compliance with Good Manufacturing Practice (GMP) features Reverse Osmosis Electrodeionization (RO/EDI) ultrapure water treatment system for supply of highly purified water. Its LNG gas system saves CO2 emissions by 146 tons which equals up to 970,000 yuan (US$140,000) yearly.
“To realize the philosophy of ‘Asian Beauty’ around the world, we promise to build a more beautiful China through quality products and our commitment to environment and society,” says Kao.
Amorepacific has set out its 2020 sustainability vision reflecting its promise to customers, environment and society and its firm commitment and great ambition to actively contribute to creating a more beautiful future for future generations. To achieve its 2020 sustainability commitments, Amorepacific seeks to implement diverse programs centered around three pillars and eight commitments by 2020. Its goal is to support stakeholders in leading a “sustainable life” in their everyday lives, achieve “inclusive growth”with economic and social communities, and contribute to the “circular economy” for future generations.
In China, Amorepacific listens carefully to the needs of Chinese consumers and fulfills its commitment to the environment and society throughout the entire product life cycle. Amorepacific runs various CSR programs focused on three main initiatives — women, natural ecosystem and nurturing culture — with the aim to produce a positive impact on our society. In China, the company partnered with China Women’s Development Foundation and launched “Make Up Your Life” program, targeting to care for women’s “two cancers” (breast cancer and cervical cancer).
Over the past three years, the program has been committed to providing free screening for two cancers for nearly 50,000 women in poverty-stricken areas, and promoting the importance of “two cancers” prevention and self-exams through Mori Run, after-surgery beauty class, and brand charity sale.
Its luxury brand Sulwhasoo coestablished the “Tsinghua University Sulwhasoo Intangible Cultural Heritage Protection Fund” with Tsinghua University; the program just celebrated its first-year annual exhibition focusing on protecting Shanxi lacquer ware decoration technology in October at the Yongle Palace in Shanxi. The company’s two name brands Laneige and innisfree also embrace corporate social responsibility initiatives in the field of natural eco-system, promoting sustainable consumption and lifestyle.