Sulwhasoo, Amorepacific’s holistic beauty brand which delivers the beauty of harmony and balance inspired by Asian philosophy and wisdom, celebrates its 50th anniversary ever since the launch of its first signature product, ABC Ginseng Cream in 1966. The anniversary event will globally promote Sulwhasoo’s unwavering commitment to ginseng research as well as the unveiling the new upgraded Concentrated Ginseng Renewing Cream EX.
The 50th anniversary event kicked-off in Seoul and will take place in nine regions around the world including Taiwan, Malaysia, Singapore, Thailand, Hong Kong and China. Designed to offer luxurious and holistic beauty experiences to visiting media and customers, Sulwhasoo’s events will spotlight the brand’s 50-year journey of beauty.
The event’s global journey started in Taipei on August 11, 2016. Based on the brand philosophy of holistic beauty, the event venue was designed to simulate a walk-through of Sulwhasoo’s history starting from the birth of ABC Ginseng Cream in 1966. Under the overarching themes running from Discovery to Care, Full Bloom and Culmination – the 50-year journey unfolds through a spatial composition that conveys the philosophy behind the ginseng heritage ingredient, development of Sulwhasoo’s proprietary technologies achieving high-end quality, as well as the brand’s history to date since the 1960s and achievements around the world as a global luxury brand.
The rest of the international relay will take place in Malaysia (August), Singapore, Indonesia, Thailand and China (September) and end in the US (October).
Sulwhasoo will take the 50th anniversary as an opportunity to consolidate its status as Asia’s leading beauty brand that expands beyond Korea to the rest of the world, representing the history of traditional herbal medicinal cosmetics. At the same time, Sulwhasoo is gearing up to accelerate its pace of global expansion to solidify its position as the No. 1 cosmetics brand in Asia.
Sulwhasoo, 50 Years of Ginseng Research
Sulwhasoo’s advanced research into ginseng dates back to 1960s. Inspired by his childhood in Gaesung, home to the prestigious Korean ginseng, the late founder of Amorepacific Sung-Whan Suh came up with a small idea: “Eating ginseng is beneficial for helath. What about applying it to the skin?” Since the idea of using ginseng as a beauty ingredient was previously unheard of, researchers had to study every part of the ginseng plant - from the top to the roots - to clarify its efficacies on the skin. The dedication led to launch of ABC Ginseng Cream in 1966, an innovation combining beauty and traditional Korean herbal medicine. The legacy of ABC Ginseng Cream was carried on by “Ginseng SAMMI” brand which introduced the world to the beauty potential of ginseng; then to “Sulwha” brand, which expanded the scope of research in traditional Korean herbal medicine to include Asia’s precious ingredients. The brand finally evolved into Sulwhasoo, which raises Korea’s status in the global beauty market. Over the past 50 years of history since ABC Ginseng Cream, Sulwhasoo has emerged as Korea’s leading beauty brand and expanded its reach beyond Asia to the rest of the world, winning the hearts and minds of global customers with top quality and compelling brand story. In 2015, Sulwhasoo became the first Korean beauty brand that singlehandedly breached the KRW1 trillion mark in annual sales. Currently, Sulwhasoo operates in 11 countries around the world – Korea, the US, China, Singapore, Hong Kong, Thailand, Indonesia, Malaysia, Taiwan, Vietnam and Canada.