Ah-yun While the vision of New Beauty is well-conceived as a business strategy, much deliberation was involved in communicating this at the brand level. The definition of one’s beauty seems to vary widely, prompting us to conduct studies with external experts and consumer research. There may not be a definitive answer to beauty, but a vision of beauty exists that resonates with people of our time.
Ji-sun Amorepacific views this resonation as the ‘spirit of the times’ for beauty, which we encapsulate in the keyword ‘New Beauty.’ Today, many yearn to realize their true selves. This campaign is fueled by our hope that everyone living in the contemporary world can discover their authenticity and lead healthier and happier lives through it.

Hye-su We were curious about what people consider their beauty. Since definitions of authenticity vary among individuals, we thought it crucial not to dictate but to listen to our customers. We went out to meet our target customers one by one. Initially, we wanted to inspire them, but conversely, they inspired us.

Click here to see interviews from over 1,300 participants

Hye-su : The project was challenging, and we faced many rejections when searching for partners to collaborate with. Sometimes, spending an entire day on the streets, we only met two or three people who were not pre-arranged. We even tried to arrange meetings with high schools, but it didn’t go as planned, so we had to proceed through referrals and explain our objectives. Despite the difficulties, the project was deeply fulfilling, and interviews are still ongoing.

Ji-sun During the interviews, we posed various questions. The question ‘What words of encouragement would you like to offer yourself?’ elicited the most responses. Seeing this, I realized how much our customers need and benefit from encouragement and support. Additionally, many defined their own beauty in terms of ‘confidence,’ ‘naturalness,’ and ‘self-expression,’ which seem to align with our campaign’s direction. These responses provide a range of interpretations, and we are eager to explore these narratives further.

Ji-sun It feels like everyone is trying to figure out how to live, maintain their self-esteem, and build their confidence. Seeing how much content around these themes is consumed, I feel validated that our questions touch something profound within people. This work has given us confidence and clarity about the mindset needed as we move forward.
Ah-yun During the campaign, I’ve realized that one’s own beauty continues to evolve as we age. I often ponder what being true to oneself means, and it seems that uniqueness and beauty are not fixed states but are continuously sought after, making them perpetually relevant, regardless of age.

Ji-sun The Younique Ring was envisioned as a symbol through which ordinary individuals could promise and share their own beauty, serving as a medium for support and shared sentiments. Our long-term goal is to create a bridge that connects the company with our customers and everyone involved.

Hye-su We felt that NONENON, holding the philosophy that ‘there is no set direction,’ was perfectly aligned with the spirit of our campaign. The ring is dual-sided; on one side, it’s engraved with ‘You’ to remind the wearer of their own beauty. On the other, it features a gem that represents NONENON’s color, embedded with NFC technology. When tagged with a smartphone, it directs to the Amorestory site, and at events exclusive to Younique Ring holders, it can be used for check-in via NFC.

Ah-yun While metrics and exposure are significant, we wanted to showcase a genuine approach to communication. We aim to provide an opportunity for everyone to reflect on their own beauty, to accompany them in this discovery process, and to offer our ongoing support. We hope to maintain a lasting relationship with those who receive the ring, demonstrating our commitment to accompanying them on their journey.

Hye-su Generation Z has a strong interest in authenticity. There seems to be consistent popularity in exploring one’s personality and preferences through tools like MBTI or personal color tests. We have integrated these interests into our program. For instance, during the New Beauty experience program, we prepared a DNA kit, which customers could purchase from Amore Mall and only get consulting for at our City Lab. Unexpectedly, there was tremendous interest in mandala meditation. The participants were very engaged, asking numerous questions. It showed their sincere desire to understand themselves and engage deeply with the process.

Hye-su While you can continue to view interviews from over 1,300 participants on Amorestory, experiencing something offline can evoke different sensory responses. We drew inspiration from an artist known for his social campaigns, JR Chronicle, who uses portrait photography to discuss social issues. There are similarities in our messages with New Beauty, and we hoped that this story would reach out and expand further through the exhibition. In the planning stages, we intensely deliberated on how to carry the campaign’s ethos while harmonizing with the inherent beauty of the Amore Seongsu space.

Ah-yun Lately, I keep telling myself I want to age gracefully. I try not to box myself into a defined image of ‘This is who I am.’ By determining what I typically like or dislike, I risk confining myself. As I get older, I often believe I’m right, but I’m trying to stay open by questioning whether I could be wrong.
Hye-su For me, it feels like naturalness. As generations change, the concept of one’s own beauty changes, too. It seems to be about living the process of finding beauty that suits me at any given time. Beauty isn’t fixed; I think it’s about naturally accepting changes in thoughts and values without trying to define myself strictly.
Ji-sun I’d describe it as ‘resiliently persevering.’ Being a mother of two and balancing work and parenting can be overwhelming, but I believe I have the strength to endure and overcome the challenges, no matter how tough they are.