Part 1.
The History of K-Beauty Amore

Isn’t the history of K-beauty essentially the history of Pacific and Amorepacific? The fourth episode of ‘From Pacific to Amore’ brings together three makeup artists from HERA and the PD in charge of HERA’s YouTube channel. The protagonists are makeup artists Donghyun Kim, Jeongchang Kang, and Minkyung Cha, as well as PD Dahye Han.

“Remember This Ad?”
Many people remember advertisements from the Pacific era. In times when media outlets weren’t as diverse as they are now, a well-crafted advertisement had a significant impact on people. The Mamonde advertisement featuring actress Youngae Lee with its cinematic direction and the tagline “Woman like oxygen,” the ‘LANEIGE’ advertisement where actress Jiho Kim, loved for her androgynous charm, danced the tango to seduce a man, and the ‘Ketotop’ advertisement showing seniors dancing energetically defying their age—these are still considered legendary advertisements.

Amorepacific has consistently been at the forefront, not only in cosmetic technology and product development, but also in marketing and advertising. Since the Pacific days in the 1970s, the company has led the advertising industry with trailblazing strategies, earning many “first in Korea” titles.

First, in the 1970s, despite color printing machines not being widely available yet, the company ran full-color print advertisements. In 1971, they launched Korea’s first makeup campaign, “Oh My Love,” which broke the stereotype that color makeup was limited to certain professions, helping women to embrace makeup more naturally. This campaign changed perceptions about color makeup, after which makeup became popularized in earnest. It is recognized as a successful campaign that played a pivotal role in completely transforming the makeup culture of Korean women.

In 1975 and 1977, despite limitations in printing technology, the company’s continued forward-thinking efforts resulted in the Parasol Cream advertisement being featured in the Graphis Annual. The Graphis Annual is a prestigious publication that features outstanding works from around the world in terms of creativity, color, and printing technology. Even in 2025, being featured in this annual is considered an incredible honor. Pacific had already received international recognition for the excellence and aesthetic value of its advertising productions in the 1970s.

The Makeup Pro Team discovered this story for the first time while filming ‘From Pacific to Amore.’ Makeup artist Jeongchang Kang, upon viewing the “Oh My Love” campaign photos, shared his impression that through this campaign, many women would have come to embrace makeup as a means of self-expression. PD Dahye Han, observing makeup products released in 1982, praised Pacific’s sensibility in utilizing colors.

Part 2.
Unwavering Beliefs, Amorepacific Heritage

Sincerity, challenge, change, belief, perseverance, fulfillment. These are the definitions of Amorepacific’s heritage mentioned by the HERA Makeup Pro Team. PD Dahye Han highlighted ‘fulfillment.’ She explained that cosmetic production isn’t simply about creating products, but is a fulfilling process of finding high-quality ingredients, conducting numerous tests, and confidently introducing them to the world. This implies that Amorepacific is a brand that doesn’t focus solely on outward glamour but meticulously builds up its ingredients, technology, and brand philosophy.
Makeup artist Donghyun Kim believes the heritage flowing from Pacific to Amore is ‘sincerity.’ He explained that the brand has been loved for so long because it puts its heart into everything, from creating products to serving customers, including ingredient stability and efficacy.

Makeup artist Jeongchang Kang answered with ‘belief.’ He stated that despite numerous changes and continuous attempts, their beliefs have remained constant. While it’s easy to hope for shortcuts or fall into complacency, Amorepacific has remained steadfast, upholding a proud integrity that doesn’t disappoint customers. He added that this honesty is a part of Amorepacific’s heritage.

Makeup artist Minkyung Cha, who answered ‘perseverance,’ mentioned learning through AMORE STORIES that former Chairman Sungwhan Suh started tea plantations to protect the health of the nation and preserve traditional culture. She said this perseverance seems to have carried Amorepacific’s history forward.

Part 3.
What Are the Makeup Pro Team’s Goals?

What are the goals of HERA’s Makeup Pro Team, which carries on Amorepacific’s heritage? Makeup artist Donghyun Kim said that while there’s still much he hasn’t tried, he someday hopes to do various things, such as serving as a brand ambassador for makeup or directing global campaigns. He particularly moved everyone by saying that even if he couldn’t achieve these himself, he would pave the way for his juniors. Makeup artist Jeongchang Kang expressed his ambition to introduce HERA to foreign markets in a more approachable and attractive way through YouTube. Makeup artist Minkyung Cha aims to research ways to create synergy across not only the makeup field but also art, marketing, and education. Finally, PD Dahye Han shared her dream of becoming a content planner who creates content with timeless values.

Amore has preserved its sincere commitment to beauty with values that transcend trends and span generations. The future of Amore and HERA, which will continue to lead the way in beauty that aligns with the spirit of the times, looks promising.