Amorepacific Booth at the 8th China International Import Expo

Illuminating the Future of Newness, Centered on the Consumer

At this pivotal new juncture of its 80th anniversary, Amorepacific unveiled an exhibition booth that brought together its innovative brand and product portfolio under its steadfast customer-centric philosophy. This year's showcase featured a remarkable array of brands making their first appearance in China and a host of highly anticipated new products, vividly demonstrating the passion for innovation and the technological and creative prowess that Amorepacific has cultivated through its consumer-focused corporate strategy. Most notably, this year Amorepacific launched its professional skincare brand, AESTURA, in China, unveiling the brand and its entire product line for the first time offline at the CIIE. The AESTURA booth was centered around its flagship product, Atobarrier365 Cream. This product has demonstrated its market competitiveness through sustained popularity and authoritative acclaim, including being honored with the Korea Consumer (KC) Forum's 'Brand of the Year Grand Prize' for five consecutive years in Korea and ranking number one in sales in the Moisturizing Cream category at Olive Young for 2024¹.

In addition to AESTURA, Amorepacific's other premier brands offered a comprehensive showcase of their cutting-edge technology and innovative achievements on the CIIE stage. Among them, RYO, a brand specializing in hair loss and scalp care, unveiled its 'RYO Jayangyunmo Hair Loss Care Line' for the first time globally. The 'RYO Jayangyunmo Hair Loss Care Shampoo' and 'RYO Jayangyunmo Hair Loss Care Essence,' both having obtained next-generation anti-hair loss functional certification, were introduced at the exhibition. Clinical studies, professional assessments, and consumer evaluations have confirmed that after 12 weeks of using the RYO hair loss series products, hair count increased by approximately 9,240 strands². By presenting a scientific approach to hair loss management and effective ingredient combinations, RYO is poised to deliver a professional-grade hair loss care experience that addresses the issue from the follicle stage³ for Chinese consumers.

Moreover, a lineup of over 20 new products making their Chinese market debut garnered immense attention. Sulwhasoo, an authority in ginseng-based dermatological science, presented its signature 'Sulwhasoo Concentrated Ginseng Rejuvenating Line,' which embodies the essence of the brand's sixty-year legacy in ginseng research. It also unveiled two new products in China for the first time: 'Sulwhasoo The Ultimate S Cream Rich' and 'Sulwhasoo The Ultimate S Infusion Treatment.' LANEIGE, under its new brand philosophy 'Skincare driven by curiosity and science, OPEN TO WONDER,' introduced new lip care and makeup products to Chinese consumers for the first time, including new fragrances for its 'LANEIGE Lip Sleeping Mask' and the new 'LANEIGE Glaze Craze Tinted Lip Serum.' The 'LANEIGE Lip Sleeping Mask Strawberry Shortcake' is slated for its official debut at the CIIE's official new product launch event, a move expected to significantly heighten brand awareness and interest in the new product. Mamonde and INNISFREE also each introduced innovative new products to the Chinese market. Notably, INNISFREE unveiled the 'INNISFREE Green Tea Ceramide Milk Essence,' containing ceramides derived from the brand's signature ingredient, green tea. Mamonde presented the 'Mamonde Flora Glow Rose Tinted Sun Serum,' a four-in-one product combining the functions of a serum, sunscreen, tone-up cream, and makeup base. HERA, showcasing its iconic 'Black Cushion Foundation' alongside the 'Reflection Skin Glow Cushion Foundation' featuring its innovative 'Hybrid Mesh™ Technology,' demonstrated its brand philosophy of empowering Chinese consumers to freely express their unique individuality and beauty.

Contemporary Seoul-based Beauty Brand HERA & First-time Participant at the CIIE, AESTURA

Amorepacific Brand Exhibition Zone

Concurrently, Amorepacific participated in the Tmall Global Exhibition Hall Signing Ceremony, further fortifying its strategic partnership with the world's leading cross-border e-commerce platform. This sets a foundation for Amorepacific to introduce its innovative global products and services to the Chinese market more swiftly and broadly. The agreement holds profound significance as Amorepacific continues to advance its company-wide digital transformation and the upgrading of its e-commerce operations. Based on close collaborations with local partners, Amorepacific will continue to meet the evolving beauty aspirations of Chinese consumers through efficient and diverse communication channels.

Reflecting on 80 Years of Beauty, Forging a New Future

Boasting a proud eighty-year history and heritage, Amorepacific has steadfastly cultivated a world where the natural world, people, and the corporation coexist in harmony, guided by its corporate mission 'We MAKE A MORE Beautiful World.' Today, Amorepacific presents to the world a New Beauty that is rooted in the harmony of outer appearance and inner balance, opening a new chapter in perfecting a true and boundless beauty that transcends generation and age.

In the 'Milestone Zone' of the exhibition booth, Amorepacific's sustainable management achievements, alongside its countless innovative endeavors and historic moments, were highlighted to offer visitors a one-of-a-kind journey as if traveling back through time. In 1945, Amorepacific established Korea's first cosmetics research laboratory, solidifying a corporate spirit of untiring challenge and innovation. Following the establishment of diplomatic relations between Korea and China in 1992, it designated China as a core base for its global strategy, establishing its first outpost in Shenyang and commencing full-scale localization efforts. In 2021, the company announced its '2030 A MORE Beautiful Promise,' undertaking a wide range of sustainability initiatives centered on the dual pillars of 'Coexisting Responsibly with Nature' and 'Moving Forward Together with Customers and Society.' These efforts continue to this day, yielding meaningful achievements that have earned high praise and empathy from all sectors of society.

Amorepacific "80 Years of Beauty" Exhibition Zone, Offering a Comprehensive Look at the Company's 80-year History and ESG Achievements

Throughout its resplendent eighty-year journey, Amorepacific has continuously unleashed its 'innate innovation,' introducing countless innovative products that have earned acclaim from the market. Amorepacific has co-created countless precious moments of beauty with its customers, writing a shared history of trust and empathy that transcends time. Over the past 33 years, Amorepacific has actively participated in the growth trajectory of the Chinese market, successfully launching its premier brands such as Sulwhasoo, LANEIGE, RYO, INNISFREE, Mamonde, AESTURA, and HERA. Through continuous innovation and high-quality products, it purveys world-class beauty to Chinese consumers and co-creates opportunities for open collaboration and mutual prosperity with the Chinese market.

Seunghwan Kim, CEO of Amorepacific, who has cultivated a deep relationship with the Chinese market for over thirty years, shared his reflections: "All of these achievements are thanks to the interest and support of Chinese consumers; they are the supporters who have watched over Amorepacific's unceasing journey toward beauty and health." He continued, "The CIIE is a vital stage where we co-create the future. I am confident that this expo, which symbolizes openness, cooperation, and mutual prosperity, will be a deeply meaningful venue for realizing our 'Create New Beauty' vision together with Chinese consumers. We will continue to listen earnestly to the voices of the Chinese market and its consumers, and we promise to reward their support with trust and satisfaction that exceed all expectations."

This promise to 'Create New Beauty' is not confined to brand and product innovation alone; it is deeply rooted in Amorepacific's philosophy of continuously nurturing the 'holistic ecosystem' of nature and human society. Amorepacific has consistently enhanced the eco-friendly characteristics of its cosmetic ingredients and has integrated the value of environmental protection throughout its entire product lifecycle. Through this, the company not only develops sustainable products that have a positive impact on society and the environment but also extends its philosophy of sustainability beyond production into the entire consumption ecosystem. In other words, the company's strategic vision is being transformed into a value that consumers can actively practice. In addition, as a corporation steadfastly committed to its social responsibilities, Amorepacific will release its 2024 Amorepacific China Impact Report at the opening ceremony of this year's CIIE. This report, published independently in China for the tenth consecutive year, systematically documents the company's strategic commitments, practical implementations, and phased achievements across the domains of environment, society, and governance (ESG). Through transparent communication, Amorepacific collaborates with all sectors of society to jointly lead the high-quality and sustainable growth of the beauty industry.

The beauty that Amorepacific pursues for its Chinese consumers is not limited to external appearance; it places profound significance on inner health and balance. More specifically, to support the psychological health and emotional growth of the younger generation, Amorepacific has recently held the 'AMORE Energy Youth' (AMORE能量青年) university student psychological care campaign for its sixth consecutive year. Over the past six years, this project has helped more than 300,000 university students across China, establishing itself as a vital public welfare platform that fosters the psychological growth of young people. The newly reimagined 'AMORE Energy Youth' campaign has successfully cultivated a group of youth leaders called the 'Energy Riders' (能量骑士). Through this program, young people who once received help have now grown into agents who assist others, completing a virtuous cycle of 'Support-Growth-Sharing.' This fosters a benevolent public welfare ecosystem and continuously infuses a source of positive energy into the psychological health of China's youth.

1) Based on annual sales of 'Atobarrier365 Cream' at Olive Young from 2023-2024.
2) Data Source: Third-party testing institution. Figure derived from results of hair density improvement in localized scalp areas after 34 participants with hair loss, aged 22-55, used the products for 12 weeks according to instructions. Calculation is based on the average scalp area of an adult. (Result of using 'RYO Jayangyunmo Hair Loss Care Essence' for 8 weeks, followed by 4 weeks of combined use of 'RYO Jayangyunmo Hair Loss Care Shampoo,' 'RYO Jayangyunmo Hair Loss Care Scalp & Hair Treatment,' and 'RYO Jayangyunmo Hair Loss Care Essence'). Signifies only the effect of alleviating hair loss symptoms and does not guarantee medical efficacy. Actual results may vary by individual; data is for reference only. (Testing Institution: Shanghai WEIPU Test Technology Group Co., Ltd., Testing Period: August 30, 2024 – November 22, 2024)
3) Signifies the mechanism of action of the raw materials.