AMOREPACIFIC has continued its journey of creating a beautiful world where nature, people and business co-exist in harmony. It is dedicated to creating a healthy business ecosystem for shared growth with partners and the best working environment for members. It provides "HealMe, LoveMe program" as part of its occupational safety and health system designed to support the emotional well-being of BAs who come face to face with customers.

Emotional labor is work (or service) that requires employees to control their feelings and only express emotions and gestures in accordance with organizationally defined guidelines. BAs (Beauty Advisors) are sales representatives working at contact points. This means that in providing a service to customers, they experience a conflict between their own feelings and the specific set of emotions required by the organization – this is what psychologists term emotional dissonance. This in turn can trigger psychological and emotional problems.
Creating a positive working environment is part of corporate responsibility and essential for building a healthy business ecosystem. AMOREPACIFIC has worked toward sustainable management in four strategic directions: customers; nature; employees and partners; and social contribution. At the same time, it has worked to support both the physical and mental health of all members. That is, AMOREPACIFIC has promoted various programs to help BAs at contact points develop an ability to deal with stress so that they can have fun and be lively when they work. "HealMe, LoveMe" is one of the programs that lay out the basic framework for supporting the virtuous circle of the mental health of BAs. Through this program, stores ensure occupational safety and health while BAs spread healthier beauty to customers.

In 2015, AMOREPACIFIC organized a research group of 10 experts, including Prof. Kim Hyun-joo, to understand and relieve the extent of stress in BA's job. Together, they conducted a survey targeting BAs working for ARITAUM, innisfree and ETUDE HOUSE. The result showed that one in three BAs was a high risk group and that more down-to-earth efforts should be made to relieve their stress and improve mental health.

The HealMe, LoveMe program is designed to help BAs gain a better understanding of stress, how to deal with it and how to take care of themselves. Last year there were 18 Mind Care classes held, with 399 ARITAUM, innisfree and ETUDE HOUSE BAs attending, who learned healthy ways for relieving stress through sessions such as Draw Your Mind, Self-empathy and Masque. These sessions helped BAs develop resilience – the positive power to weather difficulties/troubles. There were also 8 extra classes provided for those who wanted more. Cognitive behavior therapy was provided with the help of psychiatrists and participants learned about meditation and non-violent conversation from experts and positive psychology, as well as experiencing art therapy from therapists.

In addition to these programs and sessions, AMOREPACIFIC published Mind & Body Care Handbook to help BAs take care of their body and mind in everyday life. It teaches BAs how to measure stress levels, build emotional resilience, develop a strong mental immune system and deal with customers making unreasonable demands. It also provides guidelines about self-diagnosis and prevention of the physical illnesses to which BAs are exposed due to the nature of their job, such as musculoskeletal disease and cystitis. AMOREPACIFIC began in May distributing the handbook first to ARITAUM, innisfree and ETUDE HOUSE BAs.

HealMe, LoveMe program is more than a one-time event. It will continue to support the mental health of members and help them strengthen their mind power through various sessions. In addition to Mind Care classes for BAs, AMOREPACIFIC provides Mind Care Expert Training course for instructors, sales managers and members of its partners. This is part of its commitment to building a virtuous cycle of more experts, more teaching materials and training plans, and improvements in the emotional resilience of BAs. Believing that the mental health of BAs is deeply related to their physical health and occupational safety and health system in store, AMOREPACIFIC will continue to work toward improving the working environment and member health.