Amorepa­cific makes its de­but at the CIIE, bring­ing ‘Asian Beauty’ to China

Shanghai Daily - - CIIE -

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.

Amorepa­cific’s booth at the China In­ter­na­tional Im­port Expo

2018 Mori Run: an an­nual run­ning event to pro­mote the im­por­tance of“two can­cers” pre­ven­tion and self-ex­ams

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