- Launches a virtual world that inspires visitors to ‘Live Your New Beauty’

- Communicates with global fans through the new customer experience

On March 28, Amorepacific introduces the New Beauty Land inspired by its global headquarters building at Decentraland, the company’s metaverse platform.

Amorepacific will launch the new virtual space based on Web3 at Metaverse Fashion Week 2023 (MVFW 2023) as an official MVFW partner, alongside some of the world’s top fashion and beauty companies.

The New Beauty Land is designed based on three different themes, where customers are invited to experience Amorepacific brands and are encouraged to ‘Live Your New Beauty,’ the vision of the company. On the first floor of the New Beauty Land, customers are greeted by a pop-up store and the New Beauty Quest. On the second floor, they can learn more about Amorepacific’s flagship brands, including Sulwhasoo, Laneige, and Innisfree. At the NFT Museum on the third floor, visitors can view 12 NFT artworks that won the Colors of New Beauty competition that was held in celebration of the launch. After touring the space, visitors can receive NFTs issued by Amorepacific.

Joanne Hyojung Joo, Head of Digital Strategy Division at Amorepacific, said, “The New Beauty Land at Decentraland will present an opportunity for our customers around the world to experience Amorepacific’s vision and brands. Starting with the New Beauty Land, Amorepacific will continue to introduce a range of Web3 projects.”