Cosmetic advertisements carry a unique beauty that sets them apart from other ads. The harmony of attractive models, luxurious containers, and simple yet intriguing ad copy that resonates with the public continues to enchant us. This trio of elements, now a staple in the industry, traces its origins back to Pacific’s cosmetic advertisements. Jangwon had an innate sense for marketing, advertising, and design long before it became common practice. Whether this sharp intuition stemmed from natural talent or was honed through years of experience working alongside his mother in the cosmetics business, it first came to light in the late 1940s with the launch of 'Melody Cream.' This was the first product Jangwon introduced to the world in 1948, after opening his business in Hoehyun-dong.

Jangwon wanted his first creation, founded on 'Quality First', to be presented in a sophisticated and elegant container. Observing the outstanding quality, neat containers, and sophisticated labels of Japanese cosmetics, he was determined to surpass them. After much effort, he finally established a connection with Gongyoung Printing, a skilled printing company equipped with advanced machinery capable of producing the delicate labels he envisioned for Melody Cream. Though the cost of production and transportation from Japan was significantly higher than domestic options, Jangwon made the bold decision, in consultation with Gongyoung Printing, to invest in the best materials. He believed that adorning Melody Cream with the finest "attire" would ensure it stood out. Confident that the effort would pay off, Jangwon recruited Youngshik Song, a designer renowned for creating most of the cosmetic labels at the time, to focus on making Pacific’s products shine.

From ‘a deal with the devil of cosmetics’ to
‘the genius of marketing’

People often referred to Jangwon as a 'a deal with the devil of cosmetics,' recognizing his deep, instinctive understanding of marketing, which later earned him the title of 'genius of marketing.' Jangwon’s natural flair for marketing became evident in several ways, the first being his talent for brand naming. To take the family business, which had operated under the name Changseong Shop, into a broader world, Jangwon rebranded it as 'Pacific Ocean' (太平洋商會) and adopted the English name 'TAI PYUNG YANG' This marked a fresh start, leading to the creation of iconic product names like 'ABC,' the softer-sounding 'Melody,' and 'Amore,' chosen through a company-wide naming contest.

Jangwon understood early on that a brand’s name played a crucial role in its identity, and he meticulously considered every aspect, from the name to the packaging and label design. A prime example of this is the packaging for ABC Pomade, which was revolutionary enough to be dubbed the origin of the 'container revolution' in the cosmetics industry. The modern green pattern and the white bottle embossed with 'ABC' instead of the usual black conveyed a strong presence that stood out from other products.

Another area where Jangwon’s marketing prowess shone was in pioneering new advertising techniques. One of his fresh ideas was incorporating music into ads, which evolved into the the commercial music we know today, resonating with audiences across all ages. The Amore jingle became a national favorite, a fact that cannot be overstated. Jangwon also recognized early on that color was key to showcasing the texture and shades of cosmetics, so he began using color prints for advertisements in the 1970s, even before color printing technology was widely available. Although this was a challenging process with the printing technology of the time, Jangwon’s sharp judgment led him to make bold choices that others had not considered, driven by his understanding of the critical role advertisements played in the cosmetics industry.

Jangwon also broke new ground by hiring the first advertising models. Known as 'the flower of capitalism,' advertising has always combined the latest technology, the best insight, and the biggest investment to create a piece of art that resonates with people. At the heart of this, the most glamorous and cutting-edge form of advertising has always been for cosmetics. Then, as now, top stars were the faces of cosmetic ads, and being a cosmetics model was a dream for many actors. Starting in 1956, Jangwon began featuring beautiful models in newspaper ads to promote his cosmetics.

During a time when advertisements were often limited to simple product illustrations, featuring top stars like Boae Kim, Minja Lee, Mooryong Choi, Saemi Hong, Hyesook Han, Mi Joo, Bora Geum, Shinhye Hwang, and Youngae Lee in these ads was groundbreaking. Naturally, the public’s attention gravitated towards these star-studded advertisements, which in turn led them to Pacific’s products.

“The chairman was different. When I talked about one thing, he was already far ahead of me.”
Designer Gwangsoo Han

Jangwon’s focus on advertising and marketing became a cornerstone of Pacific’s success. However, despite his intense focus on advertising, the advertising department was severely understaffed. Jangwon worked tirelessly to fill the gaps, but the challenges were numerous, and he was often concerned about the lack of specialized personnel in this area. This need was finally addressed in 1969 with the hiring of Gwangsoo Han, an Industrial Design Department graduate. Jangwon led the marketing efforts by accepting Han’s designs without further revision, a gesture rooted in his respect for professional expertise.

Believing that the best work performance could be made in the best work environment, Jangwon created a studio for the advertising department and hired commercial photographers to enhance the quality of the advertisements. He paid meticulous attention to setting up the right environment to accurately convey the colors and textures of the company’s cosmetics, ensuring that the quality of the products was fully represented. Although photography techniques and equipment were not yet recognized as a specialized field, Jangwon equipped the studio with the best available technology, including Hasselblad cameras with maximum resolution, lenses, stands, and even projectors, and a diverse array of other photographic equipment, raising the bar for advertising quality.

In the 1970s, when society’s awareness of professional businesses was still low, Pacific was already laying the foundation for a solid professional marketing organization. Thanks to Jangwon’s foresight in staying a step ahead in the advertising world, Pacific’s cosmetic posters enjoyed immense popularity upon release. His focus, choices, and efforts bore fruit in 1975 when one of Pacific’s posters was featured in the 'Graphis Annual,' a prestigious American annual publication showcasing outstanding commercial posters—a rare achievement for a commercial poster made in Korea.

“It was really the first time women felt confident to wear makeup. Amorepacific made that happen.”
Senior Vice President, Beauty Research Unit, Hyesook Hwang

The advertising department continued to achieve remarkable results, fueled by Jangwon’s support and interest. In 1971, they launched the first makeup campaign in Korea, 'Oh, My Love,' which brought about a revolutionary change in the makeup patterns of Korean women. At that time, color makeup was generally viewed negatively, associated only with women in specific professions. The goal of this campaign was to alleviate that stigma. Jangwon understood this perception but also felt it was time to move into a new era, to create a new sense of beauty that transcended the limitations of the past.

In 1971, at Seoul’s renowned Westin Josun Seoul, a presentation was held where seven models showcased makeup inspired by themes such as mysticism, purity, elegance, brilliance, perfection, passion, and attraction. In an era when applying dark blue eyeshadow was still controversial, this presentation was groundbreaking, showing just how much makeup could transform a woman. It became a significant social movement, and the effects were visible on the streets.

Women who previously wore lighter makeup began to adopt bold color makeup, striding confidently through the streets, just like in the 'Oh, My Love' advertisements. Thanks to Pacific’s innovative campaign, Korean women’s makeup habits entered a new era, making the streets more vibrant and colorful.

“Advertising cost is a Deferred Asset.”

Jangwon, who dreamed of a 'Beautify life', believed that cosmetics should become a cultural element representative of society. To achieve this, he focused on exquisite design, advertising, and marketing. With sharp intuition and bold decisions, he earned the title of 'genius of marketing,' leading Pacific with the expertise of someone deeply embedded in the world of advertising. Even when other companies were shying away from marketing investments, Jangwon invested more than 5% of the company’s sales in advertising, always confident in his choices.

When the company’s manager of the accounting department questioned the company’s unique financial structure, Jangwon confidently replied, "Advertising is not the cost. It is the asset. The asset for the future!” A future asset!" His foresight allowed him to confidently invest in the future, helping Pacific forge a closer connection with the public. It’s clear that Jangwon’s efforts, driven by experience, respect for professionals, and sharp foresight, played a significant role in the growth of the cosmetics industry’s culture and the flourishing of Korea’s cosmetics advertising. The cosmetic ads that we see today are another creation born from Jangwon’s determined steps.

"Is it really worth investing time in this right now?" We all face moments of doubt. It’s natural to feel hesitant about pouring time and effort into something that doesn’t yield immediate results, especially when time is limited. But some things take time and effort to bear fruit, particularly when they involve building for the future. Every sincere effort aimed at a better future will eventually pay off. Even if the endeavor fails, it becomes a unique asset and valuable experience. Once you decide to invest in your future, don’t look back—keep moving forward. As you walk, confident in your decisions, you’ll find that the future comes to you, as we become stronger and more resilient with each step.