With the start of a new year, many people want to create memorable days through new challenges and experiences. It might be time to finally start that workout routine you’ve been postponing, take an impromptu day trip, or reach out to old friends—turning thoughts into actions. How about trying an unfamiliar makeup style to discover a different side of yourself? Today, I’d like to share the ‘makeup & life blending’ story from Amore Seongsu, which presents new concepts and makeup looks for each returning season.

‘Makeup & Life Blending’ (aka MLB) is a seasonal makeup look proposed by the Amore flagship store. The project was born from contemplating what content would resonate most with Amore Seongsu visitors. With thoughtful attention to beauty content that seamlessly integrates into our customers' daily lives, we have crafted 57 unique looks across 19 projects since 2021.

These makeup looks are created using various brands and products from Amorepacific. (Plus, we directly plan and execute the photography of featured products used in MLB looks!) We plan new looks for each season, hoping customers will enjoy discovering colors and techniques that suit them while trying products they’ve been curious about. Throughout each project, we constantly remind ourselves of our core message: “We hope everyone who encounters MLB can shine authentically in any season, in any place. We want to bring something special to their day.” With this intention, we continue to explore looks that amplify individual personalities and capture each person's unique aura in everyday life.

Before three looks emerge each season, there are people who repeatedly put their heads together behind these stunning visuals. We want to share the story of our planners who have become multi-players fulfilling various roles! We create new and attractive looks through several stages.

Overall theme planning > Model recruitment and casting > Look development with makeup pro team > Total styling (hair, makeup, clothing) > Product curation > Props purchasing > Shooting set-up and model directing > Product arrangement shooting > Image and video editing > Online campaign page ver.1 creation > Campaign ver.2 creation > Amore Seongsu leaflet production > Space design and setup > Makeup service operation > Post-sales data analysis!

We carefully prepare and handle all these processes ourselves. Though originally designers, we sometimes become stylists arranging clothing, or product curation MDs might become studio staff setting up shooting props. While performing multiple roles can be challenging, we put our hearts into every moment, hoping that many people will feel and try the beauty we create.

Some people pour their hearts out as much as we do in this process—the makeup pro team artists! They present seasonal trends in advance, establish corresponding looks, and create precise makeup with quick hands during shoots. Seeing how effortlessly they enhance each model’s natural features and unique charm is truly impressive. Moreover, they share professional tips and techniques in an approachable way, making it easy for makeup beginners to follow along. These straightforward and concise insights have helped foster a stronger connection with our customers.

Next, I’ll introduce the makeup collection showcased in the recent F/W season. 2024 was a time of continuous transformation for Makeup & Life Blending. A notable initiative was casting internal employees as models! MLB prioritizes creating content that feels approachable and relatable to all customers. While Amore Seongsu staff members who interact most closely with customers have been participating as models to showcase makeup looks beautifully, we decided to expand this by featuring corporate team members to broaden MLB’s reach and bring novelty and diversity to our looks.

The Fall 2024 MLB collaborated with Amorepacific’s live show hosts under the concept of ‘Embrace the Autumn.’ We wanted to capture autumn’s fleeting, precious moments and propose daily makeup looks that complement these instances. Despite being our first shoot with internal models, everything proceeded remarkably smoothly. As beauty broadcast hosts on e-commerce platforms, they were naturally comfortable in front of the camera, impressing us with their skilled expressions and poses without requiring much direction. The looks received positive customer feedback and made us proud, as they were easy everyday makeup styles that didn’t require special occasions.

And now for the winter collection currently available at Amore Seongsu - the ‘A Whole New Winter’ makeup looks! Moving away from typical winter associations of brilliant colors and lights, we expressed restrained beauty through the contrast of black and white. This collection holds special meaning as it features our corporate employees. Though none of the three participants had previous modeling experience, they volunteered to ‘challenge themselves to try something different and bring change to their daily lives.’ Their attitude perfectly aligned with MLB’s philosophy, igniting our passion to capture their individual personalities and natural charm. If you’d like to experience these mystical winter looks, we recommend trying Amore Seongsu’s one-on-one makeup service.

MLB began as Amore Seongsu’s original content and has now expanded beyond its origins to connect with customers through various online and offline platforms. From 2021 to 2024, we’ve broadened our customer touchpoints through diverse approaches—external brand collaborations, virtual influencer partnerships, and photoshoots featuring customers and corporate employees. We hope to authentically convey our sincere desire to introduce helpful tips and seasonal looks to as many customers as possible while becoming more accessible in their daily lives.

MLB offers the simplest way to pursue novelty in otherwise repetitive daily routines. Break through self-imposed boundaries and enjoy experimenting with looks—sometimes bold and intense, other times neat and elegant! You can experience Makeup & Life Blending, your gateway to special days, at Amore flagship stores, Amore Mall, and Global Amore Mall. We look forward to your visit and continued support!

Adding New Colors to Everyday Life.
makeup & life blending