In April, the season of fresh green, Amorepacific Group saw its own endless possibilities through unrelenting efforts. Our Group never hesitated to be the first to try out new things over the past years and, as a result, it was able to envision a greater dream with the best products and technologies. In the history of Amorepacific Group, April has always brought about exciting and welcome news as glad as the warm spring sunshine.

 Color makeup was almost taboo to Korean women until the mid-1960s. The low level of income was one reason for this. Plus, there was deep-seated social perceptions that color makeup was very much limited to a particular type of woman. But there were some initial signs of change. The quality of life for people improved with the growth of Korea's economy and color makeup products became all the rage worldwide.

 The conclusion that Amorepacific (then, Pacific Chemical Ind. Co., Ltd.) came to after careful observation of the changing times was to focus on makeup. From the late 1960s, it focused on developing, making and selling makeup products and, at the same time, put considerable effort into encouraging women not to be timid with color makeup and changing the widespread negative social perception. 'Oh, My Love,' the first makeup campaign in Korea, was Amorepacific's key move to stir up the boom in color makeup. The sensational 'Oh, My Love' Makeup Show on April 8, 1971 captured the public's interest, with people from show business, beauty industry, and press remarking favorably about it.

 The show focused on eye and lip makeup with seven models expressing mystery, innocence, elegance, delight, idea, passion and enchantment through their makeup. At the end of the show, beauty counselors demonstrated makeup on the spot. 'Oh, My Love' campaign was the first makeup campaign to forever change the aesthetic sense of Korean women familiar with achromatic colors and makeup culture.

 In April 1995, the Korean color makeup market came to a turning point with the launch of a new brand. That was ETUDE. The target customers of the Korean makeup market were women in their late 20s and 30s, but ETUDE was designed to appeal to a younger target audience of women aged between 18 and 22. With the play of bright fun colors and makeup techniques, ETUDE fulfilled the wants of young women in their late teens and early 20s and while doing so, grew into a power brand. In August 2005, ETUDE once again showed its strength as a franchise business with the opening of its first brand shop, ETUDE HOUSE.

 In April 1997, the most Korean and unique brand that Amorepacific had always envisioned was born with the name, Sulwhasoo. Starting with the study of ginseng in 1964, Amorepacific introduced the world's first ginseng-based cream in 1966 and scientifically proved the effect of cosmetics comprising medicinal herbs through Sulwhasoo. As a brand that pioneered a new market of medicinal herb-based cosmetics, Sulwhasoo posted record sales. By 2000, just three years after its launch, it had grown into a mega brand and still remains the market leader in brand power. The most Korean and yet global brand, Sulwhasoo continues to set new records as it spreads the beauty of Korea across the world.

 Amorepacific's debut in the European market dates back to 58 years ago. In September 1959, Amorepacific signed a technological partnership with the French company Coty and started to export to France through its own brand SOON in October 1988. In September 1990, it established a local branch office in Chartres, France and in April 1997, it introduced its ambitious perfume brand, Lolita Lempicka. After a series of achievements, Amorepacific completed the construction of a new plant fully equipped with high-tech facilities across about 9,173m2 in Chartres, France on April 29, 2004. Having built the foundation, it took over the French perfume brand ANNICK GOUTAL in 2011 targeting the local perfume market. European customers are more interested in color makeup and perfume than basic skincare products and considering their preference and European market landscape, Amorepacific will expand its boundary across the world with differentiated strategies addressing each regional market.