From its name to its product lineup and the spaces in which these products are displayed, AP BEAUTY has undertaken an unprecedented rebranding initiative. Leveraging over seventy years of skin research and backed by over three thousand patents, Amorepacific Group has concentrated its formidable technological prowess to deliver the “APEX OF SKINCARE”—a new zenith in skincare experiences.

AP BEAUTY’s trio of hallmark principles—‘innovative technology,’ ‘proprietary ingredients,’ and ‘overwhelming efficacy’—form the foundation for the forthcoming lineup of ‘M.D.,' ‘Prime Reserve,' and the soon-to-be-released ‘A.O.’ Each line encapsulates a unique technological narrative and showcases the ingredients and efficacy visually within the products and experientially within the spaces.

Though challenging, visualization of new formulations and technologies in products and spaces drew upon the founder's perseverance, passion, and artisanal spirit. This focus ensures that each product’s performance and collective impact within a unified space articulately convey AP BEAUTY's comprehensive technological capabilities.

The flagship ‘M.D.’ line is a rapid and definitive repair anti-aging skincare collection that innovatively integrates dermatological ingredients and techniques into cosmetics. From the first touch, the metal packaging invokes the precision of clinical instruments, with aseptic metal vacuum capsules intuitively visualizing the exact formulation dosage. The metal’s hairline finish varies the play of light and shadow depending on the angles, illustrating the potent synergy AP BEAUTY aims to achieve. Minimal essential processing on metals and plastics enhances the aesthetic while avoiding unnecessary chemical processes, intuitively signaling the product's high efficacy.

The PRIME RESERVE line, representing AP BEAUTY’s high-end stature, utilizes the proprietary complex FLAVONOID 288 K^TM for pioneering skin factor reprogramming to provide a total anti-aging solution, pushing beyond innate skin limits and sustaining superior skin quality over time.

The ‘LIQUID DIAMOND’ formula, becoming increasingly transparent as more active ingredients are added, is the central design concept visualized in the packaging.

Featuring black and gold as the primary colors, the cap internally showcases a black diamond, meticulously designed to maximize sparkle from every angle through numerous renderings and sampling efforts. The combined cap and container create a complete black droplet, embodying the essence of Liquid Diamond. The cap's smooth yet substantial mechanism enhances the luxury feel and aims to deliver a pleasurable experience to the customer.

Looking ahead, the advanced antioxidant mechanism-based ‘A.O. line’ will further complete AP BEAUTY’s suite of exceptional solutions.

Over a two-year project, AP’s NEW S.I. was conceived to bolster the image of a high-functional skincare brand. In showcasing the new B.I., a metal frame facade and a central island were confidently emphasized. Just as the products reflect, the spaces, too, manifest the aspirational status of a high-end skincare brand through the visual realization of the Future Skin Research Lab concept.

Moreover, to encapsulate the brand's refined media content, the ceiling features transparent digital pendants, and media walls are strategically placed at various angles, ensuring that the brand's dynamic core is perceptible from any pathway.

Boundaries and edges were minimized to convey an overwhelming and progressive brand image and a seamless flow of curves connected to ceilings, walls, and floors, all in an impeccable white tone. This refined curvature embodies the Future Skin Research Lab, creating an illusion of endless expansion within a confined space through perspective elements. The subtle use of indirect lighting further enhances this unity within the space.

The overall mood of the space employs a white base with metal accents evoking a clinical setting, thus articulating the brand’s rational image. The organic forms of fixtures, emphasizing the essence of crucial technologies, meld with the products to visually convey the brand's concept, serving as both functional and aesthetic objects.

Precision skin diagnostic tools, experienced in secluded spaces, are also customized to encapsulate AP’s unique brand identity.

The spa rooms, offering sensual and professional high-end luxury services, consistently implement the same motifs as the retail spaces. Such design elements throughout the space are part of a strategic approach to enhance AP's credibility and expertise image as a high-functionality skincare brand.

Starting in January 2024 with the Hong Kong ‘AP SUITE’ spa and ten department stores in Korea, and following renovations completed by April in Hong Kong’s Harbour City, IFC, and TSQ, efforts are underway to expand globally, including China, by July.

AP Brand is committed to enhancing communication between the evolving customer base and the brand through various creative activities, aiming to provide the best experiences from a customer's perspective.