To capture beauty, one must be surrounded by beauty. It’s a wonderful philosophy and one that has worked very well for Korean skincare and cosmetics giant Amorepacific.
When one takes a walk through the corporation’s large and sprawling research and development centre in Yongin, Seoul, one is immediately struck by the loveliness of the place.
It may be a research facility but there’s nothing cold or clinical about it. Instead, lush greenery and beautifully landscaped grounds house a place that looks like a modern art gallery complete with eye-catching sculptures and art installations.
GETTING INSPIRED
There is a reason for this approach. For the dedicated researchers at the facility, this visually pleasing environment with its objects of art and serenely beautiful surroundings serves as a constant inspiration for creativity and innovation.
And innovation lies at the heart of all Amorepacific products and is the key reason for its global popularity.
The ability of its researchers to think outside the box coupled with the corporation’s belief that one must understand women’s beauty needs has enabled it to develop highly sought after products that have changed the way women use skincare and cosmetics.
The company does have a long history of understanding women because its business started with one enterprising woman.
It all began in 1932 when Yun Dok-Jeong, the mother of Amorepacific’s founder, Suh Sung-Whan, started producing camellia oil from her humble kitchen. The oil and other cosmetics were sold at a shop called Changseong Store which she established and which later became the root for Amorepacific.
“Our first boss was a woman so we always heed the opinions of women,” says Suh Kyung-Bae, chairman and CEO of the Amorepacific Group and grandson of the woman who lit the spark for the global company in her home kitchen.
WHAT WOMEN WANT
At the research and development centre, there are multiple labs where ordinary Korean women come to routinely try out Amorepacific products and provide their feedback.
This approach of always turning back to its customers, talking to women about what would make their beauty regime easier, listening to their feedback and looking into ways to improve, has enabled Amorepacific to produce many innovative products including the cushion foundation which made its debut in 2008.
The Iope Air Cushion, the world’s first cosmetic cushion product revolutionised the way women applied make-up.
“We always look at what the customer needs and wants when coming up with a product rather than pushing products onto them,” says Suh.
The Iope Air Cushion, which was inspired by the way a stamp pad functions, is now a cult favourite and during its debut, was the first make-up product that functioned as a foundation, sunscreen and hydrating solution for the skin in one simple cushion compact.
It actually took about 3,600 different tests and almost 200 cushion sponges before researchers got it just right and the first batch had to be put together manually.
This multi-tasking product enables women to get flawless, long lasting coverage on their skin within minutes without the hassle that usually comes from using liquid foundation, sunscreen and moisturiser separately. Touch-ups also become super easy.
“The cushion changed the beauty routine of women the world over and it all started because we tried something different,” explains Suh.
Another highly sought after innovative product in the Amorepacific stable is the Laneige Water Sleeping Mask.
While most face masks have to be either washed or peeled off, this one provides excellent overnight hydration for the skin without any need for removal. Once applied on the face, a woman can go to sleep with the mask on and wake up with deeply hydrated, rested skin.
ALWAYS AHEAD
The company is currently making extensive efforts in the development of high tech cosmetic devices. These devices can improve skin conditions through the use of physical energy such as light, electricity, heat and vibration after make-up application.
In 2014, they launched a special brand for such cosmetic devices called MakeOn which includes a Cleansing Enhancer that provides cleansing and skin improvement effects using micro-motion technology and a Makeup Enhancer that uses fitting motion activity to provide a brighter and more transparent look to facial makeup.
The trend for natural, dewy looking and almost transparent makeup is one that Korean women love and is now being embraced by many other women due to the Korean beauty wave that has swept the world.
Amorepacific believes that great ideas lead to good products but at the same time, innovation cannot happen with just one or two people.
As Suh explains, teamwork and a management style that encourages the free flow of opinions and ideas and creative thinking, has led to their success.
“Of course, one can move quickly if one moves alone, but you will certainly not go far.”
The use of Asian ingredients and a belief in the holistic concept of beauty also lies at the heart of many Amorepacific products.
The corporation has always ranked as the number one cosmetics company in Korea and has a multitude of personal care, cosmetics and health care brands under its label including Laneige, Sulwhasoo, Innisfree, Mamonde and Etude House.
NATURE AS THE MUSE
At the core of many of these brands stands a belief in the healing and beautifying powers of nature.
Amorepacific has been researching and using Asian ingredients in skincare for decades and this includes what it calls “heritage ingredients” such as ginseng, green tea, beans and camellia.
It takes a special interest in Asian natural ingredients and in using those ingredients in the most effective way through skincare.
“Asian ingredients are more suitable for Asian skin and we also know that when something is good to eat, it’s also good for the skin. Many of our ingredients are selected based on this criteria,” says Han Sang-Hoon, executive vice president of Amorepacific’s research and development unit.
TIME TESTED TRADITIONS
Sulwhasoo for example, is an anti-ageing brand that makes use of legendary Asian medicinal herbs including ginseng and offers solutions that treat the skin from deep inside.
Laneige is based on the fundamental principle that water is the source of life and the key to maintaining youthful and radiant skin while Mamonde is inspired by flowers.
Innisfree is another nature-oriented cosmetic brand that sources its ingredients and inspiration from the pristinely beautiful Korean island of Jeju.
Amorepacific also has its own green tea plantation on Jeju where it produces top quality tea not just for drinking but also for use in its products.
In fact, the company has been conducting research into green tea for more than 30 years and has many skincare products that harness the natural goodness of green tea.
Green tea is widely known to assist in weight loss but it also has many skincare benefits such as slowing down ageing as well as anti-oxidant and anti-inflammatory qualities.
It generally helps to decrease the appearance of wrinkles, reduces collagen breakdown and also has moisturising and whitening effects.
“However safety remains the number one priority for Amorepacific in the development of any product so exhaustive testing ensures that each and every ingredient used is safe for the skin and at the same time is able to deliver good results,” explains Han.
Amorepacific has also been researching the effects of beans on skin since the 1980s. The result was the discovery of the excellent effects of isoflavone on skin for the first time in the world.
In the end, it boils down to a simple concept practiced by our forefathers — eat healthy to look healthy and Amorepacific has put this ancient principle to good use in the beauty business.
It’s creating products inspired by nature and using natural ingredients to spread Asian beauty to customers around the world.