Six brands of Amorepacific won awards at the iF Design Award 2021. IOPE won in the Service Design category, while HERA, primera, Sulwhasoo, LANEIGE, and HANYUL each won awards in the Packaging Design category.
The iF Design Award, presented by Germany’s International Forum Design, is considered one of the world’s top 3 design awards along with the Red Dot Design Award of Germany and the International Design Excellence Awards (IDEA) of the US.
IOPE LAB, which won the Service Design category, is an urban research space for future skin that provides personalized solutions based on skin diagnosis services. The LAB is designed to enable diagnosis, experience, and purchasing moving throughout the areas on the ground floor to the 3rd floor. IOPE LAB, which leads the trend in personalized consumption, has provided solutions to more than 5,000 customers based on its technology as a research-based high functional brand.
Five brands - HERA, primera, Sulwhasoo, LANEIGE, and HANYUL - that won the Packaging Design category were acclaimed for their product design elements as well as sustainable packaging design.
Luxury beauty brand HERA’s Age Away Collagenic line reflects Seoul’s architecture and the confidence of women in product containers using basic shapes such as circles and squares. The serum and cream products are offered in a reusable refill container, delivering a sustainable product design. The exterior and refill containers can be separated by twisting the shoulder of the bottle. The design was based on a modern reinterpretation of the brand’s heritage, inspired by HERA’s first-generation refill bottles.
Taking a step further as a naturalism brand, primera defines ‘Mindful Clean Beauty’ as a new brand identity. It improves convenience through various differentiating elements such as intuitive explanation of product ingredients and characteristics as well as providing a separate space in the back of the bottle to write down the date the product was first opened. Products come in clear-type glass bottles instead of coated glass, which is difficult to recycle, along with easily removable labels. Product boxes are made with 100% sugar cane-derived paper, emphasizing the value as a sustainable brand.
Sulwhasoo, LANEIGE, and HANYUL were also acknowledged at the iF Design Award 2021 after receiving awards at the Red Dot Award 2021.
HANYUL delivers the brand’s sincerity toward sustainability through eco-friendly packaging for the future environment. It introduced bio-PET bottles using plant-based ingredients, reducing 26.5% in plastic use. The brand also removed color coating and printing on the surface of product bottles and applied easily removable labels of the smallest size possible.
LANEIGE Neo Cushion applies borderless design that eliminates the distinction between the top and the bottom side of the product. It emphasizes the ‘sleek square’ shape, which was praised as an innovative element in the next-generation cushion design, removing any unnecessary decoration and bringing out the features loyal to the essence of the product. The product adds sustainable value to design by removing post-processing such as adding decorative elements or printing.
First Care Activating Serum, which contains the heritage of Korea’s key luxury brand Sulwhasoo, was offered as a limited edition in collaboration with collage artist SAKI (Kwon Eunjin), designed with a value created through the harmony of tradition and modernity. The product bottle, inspired by pure-white moon jars that embrace the beauty of Korea, is designed with a reinterpretation of the patterns and five cardinal colors used in dancheong (traditional pattern design on wooden buildings) as lyrical colors and patterns with bouncy calligraphy.