Amorepacific Group has always surprised the world with technologies that were ahead of their time. Production technology ensures the highest level of product quality, while analysis technology offers products that are right for customers' different skin conditions and digital IT for a new customer experience; with advanced technologies, Amorepacific Group showed a completely new perspective to the cosmetics business. Here's the story of challenges that Amorepacific Group has faced in its history in May.

 In 1983, a new change stretched Korean beauty companies: the opening of the Korean beauty market for imports. While other Korean beauty companies rushed to sign a dealership agreement with French and American brands to make a higher profit margin through distribution, Amorepacific decided to go back to basics and focus on what's really important: listening to the voice of customers and pushing into the world market through brands with good ingredients indigenous to Korea and the value of beauty.

 Then in 1984, the neon sign of Amore No.1 came up at the center of Myeongdong, Seoul and there were long lines of customers who had come to hear about the free massage and makeup services that were usually provided at a high price. Beauty Counselors at Amore No.1 used advanced beauty devices to check the skin conditions of each and every customer and demonstrated how to take care of the skin and makeup style good for individuals.

 Inspired by Amore No.1 and its popularity with customers, Amorepacific developed a system that suggests 1:1 personalized makeup service; that's the first virtual makeup program in Korea built upon 40 years of research and development by Amorepacific. It adds colors to the digital image of customers for a virtual makeover. With the combination of 32,768 colors, it allowed customers to explore thousands of different beautiful looks for themselves. This is the result of taking up a new challenge with the dedicated effort to fulfill the needs of customers and create beauty that's unique to Amorepacific – that effort continues to this day.

 70 years ago, the finest camellia hair oil was made at a small kitchen in Kaesong and, in May 2012, it was reborn as Beauty Campus dedicated to the beauty and health of people around the world. That's an integrated production and logistics center of Amorepacific Group, which is the cradle of Asian Beauty in Osan, Gyeonggi-do, Korea. With all factories in Suwon and Gimcheon and other logistics bases around Korea being brought into Beauty Campus, it was the top global production and logistics hub.

 Beauty Campus produces the top selling products of AMOREPACIFIC, Sulwhasoo, LANEIGE and Mamonde. It has an annual output of 15,000 tons, or 15 million boxes, and it was big enough to hold up to 30 soccer fields. It is divided into several segments for each category, including skincare, makeup, packaging and logistics to streamline work processes and thus ensure the quick delivery of products for customers. Moreover, Beauty Campus is as beautiful as any university campus and is imbued with artistic vibe with gardens, structures and artworks at every corner. There's also the Amore Botanical Garden created in memory of the founder Suh Sungwhan (pen name Jangwon) who valued good ingredients above everything else. In close and consistent accord with the principle of Absolute Quality, Beauty Campus makes the best quality products.

 In the digital era, most customers enjoy shopping both online and offline and, to fulfill their needs, Amorepacific opened the first omni-channel-based store in the Korean beauty industry namely ARITAUM Omni Store at COEX and near Sinchon Station in Seoul in May 2015. The omni-channel is a new retail concept that organically combines and complements online and offline retail channels.

 When customers touch speech bubbles in the screen set on the display stand at ARITAUM Omni Store, discount coupons and/or free gifts are provided through the accompanying smartphone app, while Makeup Mirror offers makeup products that are right for different skin tones and types. In addition, the product instructions and review are displayed when each product is placed on the stand in front of Makeup Mirror and customers can add products to their basket and/or wish list at online shopping mall ARITAUM.com. As it offers special experiences and benefits for customers, ARITAUM Omni Store has been much loved by beauty fans.