In an era where dozens of pop-up stores open each month, we strive to stand out and be remembered by drawing closer to our customers through these physical spaces. While we aim to present our products and brand in the most appealing way possible, we also grapple with how to unearth, refine, and convey the unique stories that only Amorepacific can tell.

Amorepacific was the first company in Korea to establish a research lab in 1954. At a time when demand far outstripped supply and the priority was on production rather than research, the creation of a cosmetics lab—unrelated to immediate profits—exemplified Amorepacific's commitment to quality and innovation. This initiative marked the beginning of a rich history in beauty science that continues to this day.

The domain of a 'beauty scientist,' dedicated to studying beauty, is fascinating and enigmatic. The books, tools, and devices our researchers routinely use may seem unfamiliar, but they reveal the profound thought and extensive effort required to develop even a single product. With the rise of beauty startups and influencer brands, we realized the importance of showcasing Amorepacific’s exceptional research outcomes and sincere approach, mainly to introduce our legacy to the new generation while reminding those who remember the Taepyeongyang era of our enduring philosophy.

To convey the authenticity of our research, we avoided fabricated concepts and instead meticulously filled the exhibition space with items genuinely used in our laboratories.
As visitors enter, they first encounter a research library, where the bookshelves are stocked with volumes and research papers borrowed from our actual library. Here, guests can browse a range of texts—from medical and pharmaceutical works to trend analysis—offering them a glimpse into the depth of contemplation that goes into beauty research. Various natural ingredients and color-mixing beakers further set the scene, illustrating the work of a beauty scientist.

Moving deeper into the first floor, visitors are welcomed into the “Skin Beauty Lab," a recreation of our skin research laboratory. We sought out laboratory tables similar to those found in our labs and brought in actual equipment and tools used by our researchers to create an experience as if customers were visiting our research lab. We were particularly gratified when we received feedback such as, “I worry that taking this much from the lab will disrupt the experiments,” showing that visitors recognized the authenticity of our setup. The genuine laboratory atmosphere enhanced visitors’ focus on explanations of active ingredients. The substances displayed in sample containers were naturally perceived as the fruits of research, allowing us to conduct testing and introductions without violating advertising regulations.
Visitors also learned about our extensive research across various fields, including scalp and hair loss treatments, beauty devices, AI skin measurement, and techniques like creating artificial skin without animal testing, leading to many enlightening moments for our guests.

On the second floor, the "Color Beauty Lab" was designed as a 'Color Atelier' for researchers, introducing the work of makeup researchers. We detailed the trend analysis process, the search for inspiration from various materials, the challenges of achieving optimal adherence, and the collaboration with makeup artists to create makeup looks. We displayed color-mixing beakers and vital raw materials donated by the actual makeup lab, along with art collaborations, to illustrate the relentless pursuit and sincerity involved in creating a single product and its colors.

In the base makeup area, we presented research that extends beyond skin color to encompass cultural and regional understandings, highlighting the journey of our researchers in developing the world’s first cushion foundation, among other innovations. It was gratifying to see a foreign customer exclaim, “It’s so cool!” while testing various shades, affirming the impact of our work.

Given that the exhibition's theme is "House of Beauty Scientists," it seemed only fitting that an actual ‘beauty scientist’ be present to complete the experience. We also hoped that by having our researchers directly interact with customers, they might find new sources of inspiration. After discussions with the R&I Center, we were fortunate to have numerous researchers volunteer to participate. Their presence allowed us to offer a high-caliber exhibition where customers could engage directly with Amorepacific scientists, gaining insights into their research achievements and the efficacy of our products while also receiving consultations for their skin concerns. It was heartening to observe customers responding to the researchers’ explanations not as mere advertising but as genuine ‘technological insights,’ fostering a sense of trust. The paid classes, where customers could have in-depth conversations with the scientists, saw high reservation rates, underscoring the value of this direct engagement.

say that this exhibition was built more on communication than design. The exhibition’s success, from the arrangement of the external garden to complement the theme to the selection and security of the showcased technologies to the way they were presented to customers and the integration of various measuring devices, was the result of collaboration with around 20 different teams, including the R&I Center. Refining and completing the exhibition reinforced our appreciation for the greatness of collaboration and communication.

Among the many positive reviews left by customers, one particularly stood out: "Amorepacific is a company that starts with planting flower seeds to create a single drop of toner." It was deeply gratifying to realize that this exhibition served as an opportunity to convey Amorepacific’s genuine commitment to technology and quality to so many people. The exhibition runs until October 31, and we encourage all our colleagues to visit and engage with it.