Ji-soo Park Hello. I am Ji-soo Park from the e-Marketing team. Currently, I handle the development of differentiated content for Amore Mall, including collaboration goods planning, PB brand development, and gift services.
Tae-jun Park Hello. I am Tae-jun Park from the innisfree e-commerce Sales Team 1. In addition to operating the official mall, I also plan and participate in the live commerce broadcasts we conduct on our site.

Tae-jun innisfree Mall aims to be more than just a ‘transactional relationship’ with customers; we want to be like a friendly companion with whom you can share ‘small talk.’ We leverage the characteristics of the online mall space to let customers experience the stories and messages symbolized by THE NEW ISLE. The form of the experience to convey these values is essential. For instance, we deliver lifestyle tips and seasonal skincare advice through content like showcases created by MDs and editor-like content created by customers. We communicate through snackable content, making stories about well-selling products, pet lines, recycling programs, and seasonal skincare more accessible. Through our live commerce content, 'IniLive,' we interact with innisfree's faithful fans, bringing these themes and values to life.

Ji-soo Amore Mall sells products from all Amorepacific brands. Our goal is not merely to sell products but to share each brand's story and offer various benefits, ensuring a positive shopping experience with Amorepacific products. We aim to become a lifestyle beauty shopping mall that helps customers find beauty through attractive services like Membership Plus, Amore Recycle, Beauty Feed, and Skin Note.

Ji-soo The most popular benefit among existing customers is our live broadcasts. Thanks to the efforts of the Content Commerce Team, these live broadcasts serve as a platform for interactive communication between hosts and customers, resulting in high participation. We offer unique benefits like gifts, paybacks, and discounts during each broadcast, providing detailed explanations of new products first. Additionally, we conduct detailed customer analyses for major brand events to set targets, offer customized benefits, and ensure a convenient and enjoyable shopping experience.
Recently, we introduced a segment called 'Beauty Chemi,' where we discover and introduce combinations of other brands with our own, offering fun and unique benefits while providing an opportunity for different brands to engage in content sharing, not just discount events.

Tae-jun mentioned earlier, we want to be a comfortable friend to our customers, ensuring smooth and harmonious communication. We aim to naturally place content that interests and is needed by customers within easy reach, enabling a seamless transition to the necessary information and steps. Improving the UI/UX will be the first noticeable change for customers.
We also plan a significant upgrade to the 'back office' area. As with a good conversation partner, it's crucial to introduce relatable topics timely. Improving the back office will enable our team to quickly provide customers with brand content and purchase benefits. Through these detailed changes, we strive to enhance our image as a friendly and comfortable companion.

Tae-jun Purchasing a product or service without ever having tried it before is not easy, even from my perspective as a consumer. To alleviate this challenge for our customers in the online space, our official mall offers content like the 'Sample Market/Free Experience Group.' Through the Sample Market, we inform customers about offline stores where they can try samples, and through the Free Shipping Experience Group, they can conveniently receive bestsellers or new products at home without visiting a store. This trial content is especially popular because it’s unique to innisfree’s official mall and unavailable on external channels. New product experience groups often fill up as soon as they open.
Ji-soo Amore Mall also has a section called 'Open Run,' where customers can try new products with samples and return them for free if unsatisfied. Customers can be the first to try new products, and if they’re not a good fit, they can return the samples for free and get a refund. This service has received a very positive response. Seeing customers leave positive reviews after trying products gives me a sense of pride.

Ji-soo Amore Mall attracts many beauty enthusiasts, prompting us to design services that only a direct-operated mall can offer rather than just focusing on increasing sales. The 'Skin Note' system, developed by our Technology Development Team, allows customers to photograph and record their skin regularly. This system provides AI skin diagnostics, skin change reports, and compatibility checks with the products they are using. It also recommends suitable new products. This way, customers receive personalized suggestions based on data without visiting offline stores.
Tae-jun innisfree Mall boasts a high volume and quality of customer reviews, more so than any other sales channel. While it's great for customers to have many references, reading through thousands or even tens of thousands of reviews can be overwhelming. To address this, we offer an 'AI Review Summary Service.' This service, which was quite challenging to develop, leverages the expertise of our AI Solution Team to succinctly present common themes from all reviews, saving customers significant time. Our AI Review Planning Team checks and refines the AI-generated review summaries to ensure seamless and comfortable access to product information. We aim to deliver product information tailored to customers' evolving needs, gleaned from large-scale data analysis and mining through AI.

Tae-jun innisfree’s official mall offers snackable magazine content, ' Showcase,’ with a friendly tone and engaging themes. It includes seasonal products and highlights great but lesser-known products from an insider's perspective.
Additionally, we have a service called 'Editor' on mobile, created in collaboration with university student content creators. Unlike typical brand-centric content focusing on flagship products, 'Editor' provides genuine beauty stories and information that college students might find interesting and share among friends.
Ji-soo Amore Mall's community service includes 'Beauty Feed.' We recruit dedicated Beauty Feed influencers who quickly write reviews on new products. Unlike standard promotional content, these reviews offer practical, relatable information, which is well-received by our customers. Customers can follow their favorite influencers and engage in natural conversations within the community. Beauty Feed will increasingly become a structure for direct communication between Amore Mall and its customers.

Ji-soo AMORE:CYCLE was launched to expand customer touchpoints online due to reduced offline stores, provide convenience by integrating collection across all brands, and improve recycling rates by broadening the range of items collected. Since its launch, customers have expressed positive feedback, saying they feel Amorepacific’s benevolent impact through resource recycling, find it more convenient without nearby stores, and appreciate the inclusion of household items in the collection. Some even joined Amore Mall because of this initiative.
We aim to have 5,000 participants in AMORE:CYCLE by the end of the year, and we’ve already seen over 4,000 participants, indicating strong customer interest. The campaign has been widely promoted externally through the YouTube channel 'My Trash Man,' we plan to encourage participation in events, including producing goods made from 100% upcycled materials (cosmetic container storage boxes) in July.

Tae-jun Our consistent message is 'Better for Us and Earth.' The choices and actions we take for the planet are equally crucial for ourselves. The bottle recycling campaign is the best way to convey this. Recently, under the BOTTLE: REPLAY initiative, we introduced products using some collected bottles, creating a positive participation cycle with our customers. To celebrate Earth Month this year, we launched a large-sized 'Green Tea Seed Hyaluronic Acid Serum,' with 60% of the glass in the bottle made from PCR¹⁾ glass, 20% of which came from our bottle recycling campaign. We introduced this product through a live broadcast on our official mall, using the opportunity to educate customers on terms like PCR, which might be unfamiliar to them.

1) PCR (Post-Consumer Recycled): Plastic made by recycling used plastic.

Ji-soo ASF is the most significant promotion, held twice yearly at Amore Mall. During this period, we offer substantial benefits such as randomly awarding up to 100,000 beauty points to first-time buyers, a discount coupon pack of up to 30%, and a 20,000 won payback for purchases over 100,000 won. Celebrities like Tanaka, Umji-rella, and Lee Seok-hoon have participated in the event. This year, we ambitiously prepared 'Kwang-hee’s Discount Show,' and our appearance on 'UVBANG' exceeded 400,000 views within three days of its release on June 7. It was also the first time UVBANG accepted PPL (product placement). The segment featured our team leader as an advertiser seeking promotional jingles from UVBANG, which received comments like 'Great acting for a non-professional,' 'Amorepacific works really hard,' and 'I need to join after watching this,' encouraging us. ASF is still in the early stages of gaining recognition beyond offline channels, so this promotional attempt was the first and most remarkable achievement for the online mall.

Tae-jun More than any other brand, we have conducted over 100 live commerce broadcasts on our official mall since 2021. IniLive opens with a live broadcast on the first day of sales, consistently drawing over 5,000 viewers even at 8 AM. Since official mall customers have the highest brand loyalty, we tailor benefits to suit them during live broadcasts.
Creating broadcast content that matches products and events is a top priority, and ensuring smooth operation to avoid inconvenience in viewing and purchasing is equally important. For the innisfree Jeju House store location live broadcast in the summer of 2022, not only did our Live Team prepare extensively, but the official mall operations manager and special in-house guests also traveled to the site while those remaining at the headquarters closely monitored the broadcast from start to finish. Since it’s a live broadcast, all team members work together to ensure customers can experience promised benefits and content without issues during the 60-90-minute sessions. We lead and coordinate all aspects of live content, scheduling broadcasts at times convenient for our customers, which makes our official mall live broadcasts shine.

Ji-soo We constantly ask ourselves, "Why should customers buy Amorepacific products from Amore Mall when they can purchase them through various channels?" This leads us to continuously plan new sections, content, goods, and products, always pondering, "Can this create synergy with our mall?" and "How can we weave our mall's story into this?" Some goods and content take months of planning, and when they resonate well with customers and garner positive reviews, it’s truly motivating.
Tae-jun As the brand’s official channel, I believe customers trust and turn to us first when they think of innisfree. This gives me a great sense of pride and responsibility. Observing the e-commerce Sales Team 1, I’ve always noticed their meticulous and thoughtful approach to work, which I now realize stems from a sense of pride and responsibility. Having experienced managing the official mall, I feel a stronger resolve to ensure that our services are reliable and satisfying for our customers.

Tae-jun innisfree is launching the ambitious 'Retinol Green Tea PDRN Skin Booster Ampoule.' Given the recognition we've received for our retinol products like the Retinol Cica Ampoule, we’re preparing to offer our customers a preview of this new product during the July Membership Day at our official mall. We invite Amorepacific members who love innisfree to install the innisfree APP and look forward to the July Membership Day to experience this highly anticipated product.
Ji-soo Amore Mall recently launched a gifting service, which has seen substantial use. We’re considering offering benefits to new members who join through receiving gifts, and we’re developing premium wrapping options to cater to luxury brand gifts. Additionally, as soon as we finish the June ASF, we begin preparations for the December ASF. We are already in the process of collaborating with major brands, so please look forward to the December ASF as well.