Bloom of Asian beauty
To celebrate its commitment to Asian beauty through its innovative botanical ingredients, K-beauty giant Amorepacific whisks lionnel lim off to the coastal state of Kota Kinabalu
cocooned in the dazzling white oasis that used to be the ballroom of Shangri-la’s Ria Rasa Resort and Spa, we are treated to half an hour of facial yoga. Post-session, some actually observe their faces look lifted, albeit temporarily.
Robin Na, head of Asean business for Amorepacific, takes the opportunity to explain, “Asean is quickly becoming a major pillar of Amorepacific’s global growth. We want to be the Asian Beauty creator, by spreading our core value — balance inside and outside, rather that only from the outside — the holistic way.”
“For example, our sleeping mask, with patented technologies, works while you sleep by moisturising the skin and enhancing the skin’s purification system, while the boosting serum strengthens the skin’s foundations.”
“In 1998, we started to do research with Asean customers. But one thing is constant — Innovation. We are very proud of the many ‘firsts’; for example, introducing the cushion compact technology to the world, and, of course, the first sleeping mask.”
Na also highlights the company’s key business strategies to reach more Asean customers. First, it adopts a “multi-channel, multi-brand” strategy for five global champion brands, chosen specifically to appeal to the diversity of consumer tastes and market trends in the region. Second, it aims to target millennial consumers, who make up about 32 percent of the total Asean population, by investing in e-commerce and multi-brand store channels, and expanding flagship spaces and services to enhance customer experience.
Third, it set up a Singapore Research & Innovation Centre to serve as the company’s Southeast Asian hub for research and innovation. Through this, Amorepacific will conceive beauty solutions and products optimised for the diverse regional market. A research and production facility is
in the works in Johor Bahru, Malaysia, and expected to be completed in 2020.
Starting out in South Korea in 1930, Amorepacific has been in the Asean market for nearly 20 years, and now has stores throughout Singapore, Malaysia, Thailand, Vietnam and Indonesia, led by its five global champion brands — Sulwhasoo, Laneige, Mamonde, Etude House and Innisfree.
Most importantly, there is the company’s pioneering research in Asian botanicals, backed by the philosophy that the best ingredients are derived from nature. By fusing cutting-edge biotechnologies and these natural goodies, Amorepacific has churned out creative and innovative beauty products galore.
It was the first to incorporate “heritage” ingredients such as ginseng — it rolled out the first ginseng-based ABC cream in 1951. Today. the benefits of ginseng are encapsulated by Sulwhasoo, its prestige brand.
Next is green tea. Amorepacific has cultivated its own green tea farms on Jeju island since 1979. Its research led to the discovery of anti-ageing properties that inhibit collagen degradation, with 100 times greater efficacy than vitamin C. The green tea range is represented by Innisfree.
There are beans, too. One of the world’s longest-cultivated plants and a staple food in Asia, it protects collagen and helps alleviate menopause symptoms and reduce body fat. Beans also feature in the Innisfree line-up.
After a day of scintillating interaction, the night begins with champagne by the beach and a glorious sunset streaked with swirling orange and purple clouds in the distance.