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Closer to Our Customers

Closer to Our Customers

Amorepacific believes that ‘customers have the answers to all questions.’ Amorepacific’s heart towards our customers is an unwavering stance of wishing to create a more beautiful world and our spirit of pursuing innovation.

Delivering Experience to Customers

The company was facing more and more challenges in the 1980s due to continuous expansion of discount sections for cosmetics, sluggish growth in door-to-door sales, and opening doors to cosmetics import. And in face of a crisis, Amorepacific turned its focus onto customers. In 1984, it opened ‘Amore No. 1’ in Myeong-dong, which was a decision made to focus all policies and activities of the company on customer satisfaction. Amore No. 1 had a makeup simulation corner and a skincare corner to provide counselling to customers on customized skincare method and makeup tips.

The beauty counselling service provided at Amore No. 1 gained huge popularity among customers. This was the foundation that led to the development of the skin and beauty analysis system in 1985 and the development of Korea’s first makeup simulation system in 1987. The skin and beauty analysis system scientifically analyzed customer’s skin characteristics such as skin temperature, humidity, and pH, and made product recommendations based on the results. The makeup simulation system recommended colors that were a perfect match for customers out of 32,768 colors and provided polaroid photos and information sheets for them to use.

Amorepacific continues to reach customers closer and increase customer satisfaction through various customer experience to this day. Aritaum Live, which opened in 2018, is a store centered around customer experience. The ‘Aritaum Beauty Bar’, which offers skincare consulting based on diagnosis of skin condition by Amorepacific’s expert researchers and staff, and ‘Makeup Styling Bar’, which provides makeup styling service based on personal color prescription, are more advanced customer experience services compared to the services offered in the past. The store also has a ‘Brush Cleansing Bar’ and ‘Color Mix Bar’, where customers can seek help from professional makeup artists, scientifically analyzing customers’ beauty needs and shopping style.

Amorepacific is also making effort so that customers can experience beauty through IT devices in their daily lives. In 2018, the company released an AI makeup simulation service that runs on smartphones, developed in collaboration with Samsung Electronics, in Korea, China and the US. Customers can experiment with Amorepacific’s makeup products and looks virtually in ‘makeup’ mode using their smartphones and can also purchase the products of the look if they wish to. Amorepacific continues to commit to provide the experience and services customers need at various contact points and daily lives of our customers.

Amorepacific continues to reach customers closer and increase customer satisfaction through various customer experience to this day. Aritaum Live, which opened in 2018, is a store centered around customer experience. The ‘Aritaum Beauty Bar’, which offers skincare consulting based on diagnosis of skin condition by Amorepacific’s expert researchers and staff, and ‘Makeup Styling Bar’, which provides makeup styling service based on personal color prescription, are more advanced customer experience services compared to the services offered in the past. The store also has a ‘Brush Cleansing Bar’ and ‘Color Mix Bar’, where customers can seek help from professional makeup artists, scientifically analyzing customers’ beauty needs and shopping style.

Amorepacific is also making effort so that customers can experience beauty through IT devices in their daily lives. In 2018, the company released an AI makeup simulation service that runs on smartphones, developed in collaboration with Samsung Electronics, in Korea, China and the US. Customers can experiment with Amorepacific’s makeup products and looks virtually in ‘makeup’ mode using their smartphones and can also purchase the products of the look if they wish to. Amorepacific continues to commit to provide the experience and services customers need at various contact points and daily lives of our customers.

Customizing to Global
Customers’ Characteristics

We adjusted the prescription to prevent as much as deterioration as possible that comes from sunlight, adjusting to the customers’ environment. That was a problem that we would not have to face in Korea.

Amorepacific realized early on that the products customers want can differ according to the environment or life pattern of each country and has consistently conducted surveys and research. Products that are more appropriate for customers differed depending on different age groups or cities even in the same country. Such survey and research results are used in product development and improvement in making sure that the customers of each country are happy and that our products contribute to their beauty.

Our effort in China is a good example. Shenyang, which was the first city in China Amorepacific entered, had long and cold winters where temperatures would fall to 40 degrees below zero. Many citizens rode their bicycles even during the cold weather, which damaged their skin severely. And damage done during the winter would easily lead to allergies in the spring. Amorepacific analyzed the life patterns of Shenyang customers and made efforts to satisfy them in various ways. It conducted safety tests several times in collaboration with medical schools and dermatology clinics in Shenyang from the product development stage. The company identified that indoor temperatures of homes were also low, which easily deteriorated the products, and improved product prescription.

Since then, Amorepacific worked hard to approach local customers by developing products specialized for and only for Chinese customers. Laneige Ultra Moisture Skin Refiner and Emulsion were developed considering the cold and dry Northeast region of China, adding more highly moisturizing ingredients to the previous basic line products. Laneige Original Essence is a product developed based on long research into the difference in skin tones in each zone across Asia including China. The Original Essence is a whitening essence for all women – Chinese women with yellow skin tone, Korean women who have reddish tone and ASEAN women worried about their darker tone – and was hugely loved by customers in China and Asia. Other examples include Innisfree’s City Defender line, developed for Chinese customers who are sensitive to the polluted external environment’s impact on their skin, and the Vitamin Sleeping Pack, which is produced and sold only in China for local customers who prefer products they can use easily in their busy lives. In 2015, Innisfree launched Jeju Pomegranate line, a product line just for Chinese customers and gained huge popularity.

Since then, Amorepacific worked hard to approach local customers by developing products specialized for and only for Chinese customers. Laneige Ultra Moisture Skin Refiner and Emulsion were developed considering the cold and dry Northeast region of China, adding more highly moisturizing ingredients to the previous basic line products. Laneige Original Essence is a product developed based on long research into the difference in skin tones in each zone across Asia including China. The Original Essence is a whitening essence for all women – Chinese women with yellow skin tone, Korean women who have reddish tone and ASEAN women worried about their darker tone – and was hugely loved by customers in China and Asia. Other examples include Innisfree’s City Defender line, developed for Chinese customers who are sensitive to the polluted external environment’s impact on their skin, and the Vitamin Sleeping Pack, which is produced and sold only in China for local customers who prefer products they can use easily in their busy lives. In 2015, Innisfree launched Jeju Pomegranate line, a product line just for Chinese customers and gained huge popularity.

Getting Closer to Customer Sensibility

The Customer Research Center is located in Amorepacific Global Headquarters. As cosmetics technology becomes more advanced and many products have excellent benefits compared to the past, customers are sometimes moved by the smallest sensory difference of a product, or sometimes turn away easily. The Customer Research Center is dedicated to developing innovative products that effectively realizes the results identified through sensory science, which identifies and quantifies customers’ hidden sensibility needs.

Sensory science is a science that measures and quantifies people’s senses such as sight, smell, taste, and touch. For example, it shows an objective quantified profile of the sweetness of apple juice, instead of simply saying ‘this apple juice is sweet’. Of course, one could use a saccharimeter, but the level of sweetness that people feel is determined by the sweetness, sourness, and the scent of the apple all in combination, that there exists a difference between the measurement by the saccharimeter and the sweetness people feel.

Amorepacific expanded the scope of where sensory science was applied from the food industry to the world of cosmetics. It was because Amorepacific believed that if we could measure what customers feel (the combination of senses) into objective numbers, it would enable a more delicate product design that we wouldn’t have been able to identify before and reduce the trial and error in developing products that meet customers’ needs.

To study customers’ sensibility, we had to meet a wide range of customers. That is why Amorepacific positioned the Customer Research Center not at the lab but at the Global Headquarters. The Center, which has become much closer to customers in the city, studies and quantifies sensory sensibility of customers by conducting scientific tests, including measuring brainwaves and skin analysis. And with the data, we identified new customer needs and developed more precisely designed new products. The recently developed Iope Stem III Ampoule and Hanyul Yuja Sleeping Mask are some of the main examples that were created to satisfy customers’ sensibility through sensory science. As seen in these cases, this is Amorepacific’s sincerity – wanting to find what customers truly want by even looking into the realm of sensory sensibility.

Amorepacific expanded the scope of where sensory science was applied from the food industry to the world of cosmetics. It was because Amorepacific believed that if we could measure what customers feel (the combination of senses) into objective numbers, it would enable a more delicate product design that we wouldn’t have been able to identify before and reduce the trial and error in developing products that meet customers’ needs.

To study customers’ sensibility, we had to meet a wide range of customers. That is why Amorepacific positioned the Customer Research Center not at the lab but at the Global Headquarters. The Center, which has become much closer to customers in the city, studies and quantifies sensory sensibility of customers by conducting scientific tests, including measuring brainwaves and skin analysis. And with the data, we identified new customer needs and developed more precisely designed new products. The recently developed Iope Stem III Ampoule and Hanyul Yuja Sleeping Mask are some of the main examples that were created to satisfy customers’ sensibility through sensory science. As seen in these cases, this is Amorepacific’s sincerity – wanting to find what customers truly want by even looking into the realm of sensory sensibility.