Delivering the Beautiful Value of ‘Traditional Culture’, Beauty from Your Culture
To further practice its social vocation as a global luxury beauty brand, Sulwhasoo expanded its traditional culture preservation activity ‘Sulwha Cultural Exhibition’, which has been held since 2006, into a global CSR campaign ‘Beauty from your Culture’ in 2017. As practicality and aesthetics found in traditional Korean culture have been revaluated through Sulwhasoo products, the brand aims to preserve and continue the traditional culture of Korea as well as different regions across Asia.
2018 Sulwha Culture Exhibition <FORTUNE LAND – Gold Leaf> presented the beauty of Korean tradition and its significance through traditional Geumbak (or gold leaf) art in a modern perspective. Diverse artworks created by artisan of intangible cultural property Geumbakjang (gold leaf imprinting) and contemporary artists were presented in a concept of a theme park. A variety of participatory classes and events were provided in order to make traditional culture more accessible to the public.
Sulwhasoo also launched Beauty from Your Culture Limited Edition, consisting of its bestselling First Care Activating Serum EX and Perfecting Cushion, inviting customers in Korea and overseas to take part in Sulwhasoo’s mécénat activities through purchasing the products. In Korea, the sales proceeds of the limited edition were provided to traditional artisans as previous years. In China, the sales proceeds were used to restore intangible cultural assets, while the sales proceeds from Singapore, Malaysia, Indonesia, and Thailand were donated to cultural heritage preservation.