June is lush, green, and full of life. As trees start to bear new fruits in the sun and Amorepacific Group took up new challenges for better changes. Now, let's go back in time and see the lush story of Amorepacific Group in June and its history: the release of the new brand with the pride of taking the lead in the male grooming market and its records of being the first in the beauty industry.

 In 1996 there was only minimal interest and need for male cosmetics and grooming products. In that context, an innovative male cosmetics brand ODYSSEY was born to provide a new ideal for men. Since its launch, it introduced Sunrise, Romantic Red, Black, Pure and many other sensational products and, along with their hit, it grew into a brand representing premium Korean male cosmetics. The key to the explosive popularity of ODYSSEY was the emotional translation of metro sexuality trend flattering both beauty and masculinity. Rising in popularity, ODYSSEY recorded a sales record of KRW 10 billion in only three years after its launch and stayed top in the brand power survey from 2001 through 2005. It was a male cosmetics brand truly answering the calling of the time.

 After ODYSSEY, our brands launched male cosmetics brands including HERA HOMME, LANEIGE HOMME, Sulwhasoo Men, AMOREPACIFIC MEN and IOPE MEN. The male grooming market has taken long strides over the past 20 years and Amorepacific has continued to stay at top in the market through new challenges.

 The growth of male cosmetics brand from ABC to the brands on offer today has been a stepping stone to success for Amorepacific. Amorepacific has sought to break away the old social norm and help a thriving male grooming culture take root. Going forward, it will continue to take the lead in the male cosmetics market, which continues to show huge potential.

 Indomitable adventurous spirit and creativity in pursuit of being the first and the best have been always the core principles of Amorepacific since it built the first cosmetics lab in 1954 and put up a signboard of R&D Center in 1978. In the belief that innovative products are essential to it joining the ranks of the global industry leaders, Amorepacific R&D Center has put every ounce of its strength into developing products to expand its knowledge base. In 1993, labs across the country were brought together into a central research center and, signifying this change, the following year the name was changed to R&D Center with the launch of a new pharmaceutical research lab. In 1995, the Skin Science Research Center was established to advance the development of cosmetics ingredients and broaden the scope of study to cover the skin, as well as human emotions.

 Then, in June 2000, Amorepacific R&D Center became the first government-funded cosmetics research center in Korea. The fund was provided for the development of selective skin absorption technology, the core of skin-related technology development of the time. The technology has been specially designed to reduce the appearance of wrinkles through stable vitamin A derivative, retinol, and it has been applied to functional cosmetics including IOPE RETINOL 2500 INTENSIVE and IOPE VITA GEN WHITE.

 The first government-funded research center in the beauty industry, it has been widely recognized as the most innovative research center equipped with up-to-date facilities and technology. Through continuous investment in R&D, Amorepacific will triumph over global competitors with exceptional technology and products.

 Opened in September 2008, ARITAUM, the total beauty shop of Amorepacific joined the 10-10 Club in June 2009 for the first time in the Korean beauty industry. It was only ten months after its opening. The 10-10 Club is a barometer of franchise success. It requires over 1,000 stores nationwide with at least 10 stores making KRW 100 million in sales and 100 stores making KRW 50 million in sales. Several convenience stores and bakery brands have joined the 10-10 Club, but ARITAUM was the first in the Korean beauty industry to do so.

 Such a brilliant achievement was made possible through the efforts it made at improving customer service, for example, through a personalized counseling service with the skilled sales representatives Ariel, the Beauty Point program, unique events and promotional campaigns that answer the needs of customers. Even now, ARITAUM continues with innovative attempts for not only quantitative growth, but also for making more inviting and fun stores.