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An Unwavering Heart towards
Our Customers

An Unwavering Heart towards
Our Customers

Amorepacific’s priority is with customers. As customers are always right, Amorepacific has always led its business with a customer-centric perspective. We always value customer feedback like gifts and we are dedicated to making our customers happy and to deliver our deep sincerity.

Making Sure Our Customers Are Happy

The ‘used cosmetics exchange campaign’ in 1993 was a groundbreaking decision. Amorepacific promoted the campaign through extensive advertising and exchanged makeup products, regardless of whether the customer used it, if the purchased product was not the right fit. It also provided worn-out tools and accessories for free so that customers could use the products that were just left neglected on their makeup tables. Unlike the concerns that were raised in the beginning, customers were conscientious, and the campaign only exchanged less than 10,000 products. The campaign was a huge sensation, and Amorepacific’s sincerity of fulfilling customer satisfaction was conveyed to customers.

This campaign led to the ‘Total Commitment Initiative’ the same year. Amorepacific declared its ‘Total Commitment Initiative’ that it would practice total commitment to products and services, healthy life and the environment as a way to present total satisfaction to customers. It was a challenging time for the company, but it expanded its customer service center. Amorepacific solved any inquires or questions raised by customers if they were anything about beauty even if they were not about our products. We counselled them on makeup skills and introduced a skin analysis system to provide skin diagnosis service free of charge. When sales struggled, we didn’t cut cost on customers but rather looked back on their complaints or feedbacks and resolved what we lacked. The spirit of the Total Commitment Initiative continues to this day as the foundation of Amorepacific’s customer satisfaction management.

This campaign led to the ‘Total Commitment Initiative’ the same year. Amorepacific declared its ‘Total Commitment Initiative’ that it would practice total commitment to products and services, healthy life and the environment as a way to present total satisfaction to customers. It was a challenging time for the company, but it expanded its customer service center. Amorepacific solved any inquires or questions raised by customers if they were anything about beauty even if they were not about our products. We counselled them on makeup skills and introduced a skin analysis system to provide skin diagnosis service free of charge. When sales struggled, we didn’t cut cost on customers but rather looked back on their complaints or feedbacks and resolved what we lacked. The spirit of the Total Commitment Initiative continues to this day as the foundation of Amorepacific’s customer satisfaction management.

Even for Just One Customer

I have to put on makeup for work every day, and Mamonde compact is the only product that works for my skin. I understand that this is a difficult request, but would it be possible to sell the product again?

This story of one customer that came into the Customer Service Team in 1997 was shared across the entire company. Sales, production and lab came together to make 70 units of the product and delivered them directly to the customer who lived in Okcheon. All of this happened in only a week since the customer called and proves how much Amorepacific values each and every customer.

In the early days of entering the Chinese market, one Chinese customer filled a complaint. She claimed that her face broke out in pimples after using Amorepacific makeup. The then-head of China factory went to meet with the customer. The factory manager proposed that she get a diagnosis from the best dermatologist in Liaoning province. It looked like a case of severe acne even at one glance, but the company decided to pay for everything from diagnosis to treatment. The customer was already very upset because of her skin condition. On the day of the hospital appointment, she even brought a camera to record the action and response taken by the company. Eventually, her diagnosis was that the cause of her skin problem was severe acne due to hypersecretion of hormones and that it had nothing to do with her makeup. But regardless of the diagnosis, Amorepacific decided to take care of her entire treatment costs until her acne calmed down. This decision was made because we understand and related to customers’ disappointment and discomfort from skin problems. Amorepacific is dedicated to understanding our customer’s mind and to make them happy, even for just one customer.

In the early days of entering the Chinese market, one Chinese customer filled a complaint. She claimed that her face broke out in pimples after using Amorepacific makeup. The then-head of China factory went to meet with the customer. The factory manager proposed that she get a diagnosis from the best dermatologist in Liaoning province. It looked like a case of severe acne even at one glance, but the company decided to pay for everything from diagnosis to treatment. The customer was already very upset because of her skin condition. On the day of the hospital appointment, she even brought a camera to record the action and response taken by the company. Eventually, her diagnosis was that the cause of her skin problem was severe acne due to hypersecretion of hormones and that it had nothing to do with her makeup. But regardless of the diagnosis, Amorepacific decided to take care of her entire treatment costs until her acne calmed down. This decision was made because we understand and related to customers’ disappointment and discomfort from skin problems. Amorepacific is dedicated to understanding our customer’s mind and to make them happy, even for just one customer.

Gifts from Our Customers

Our business cruised along well in the past when we didn’t lose focus on our customers, but we faced challenges the moment we forgot about them. And they say, out of sight, out of mind. Therefore, each and every one of us must come together in our effort to reach our customers. That is our task.

In May 1961, Amorepacific opened Korea’s first beauty counselling center and announced the news on Hwajanggye. Today, any company has a customer center, but in the 60s this was groundbreaking news that marked a new era in the industry. And in 1974, Amorepacific opened a department dedicated to consumers called the ‘Consumer Service Division’ for the first time in Korea.

The company’s customer service continued to expand and develop to this day. Our Customer Service Teams are always open to our customers. Various complaints, questions and suggestions from customers are regularly shared with all members of the company. Amorepacific developed a unique customer complaint handling process named Customer Gift for Amorepacific (CGAP). The CGAP, which involves activities to quickly collect and improve customers’ complaints, calls the voice of customers as ‘gifts’ rather than ‘claims’ or ‘complaints’ as can be seen in the name literally. This is an expression of the company’s commitment to value the voices of customers as a gift to the company. And since 2007, Amorepacific holds a CGAP Exhibition every year. The CGAP Exhibition has become a forum of sharing the voices of customers with the entire members of the company and discuss solutions together.

The company’s customer service continued to expand and develop to this day. Our Customer Service Teams are always open to our customers. Various complaints, questions and suggestions from customers are regularly shared with all members of the company. Amorepacific developed a unique customer complaint handling process named Customer Gift for Amorepacific (CGAP). The CGAP, which involves activities to quickly collect and improve customers’ complaints, calls the voice of customers as ‘gifts’ rather than ‘claims’ or ‘complaints’ as can be seen in the name literally. This is an expression of the company’s commitment to value the voices of customers as a gift to the company. And since 2007, Amorepacific holds a CGAP Exhibition every year. The CGAP Exhibition has become a forum of sharing the voices of customers with the entire members of the company and discuss solutions together.