There are things to prepare in order to walk through the path of innovation that is yet to be paved. You need passion for endless challenge, no matter the ordeal you go through, curiosity about the world, and the way of thinking and seeing things in a completely different way from the others. Amorepacific Group has constantly made new attempts to come up with different and original ideas since our foundation. The history of countless innovations we have written so far all began from the will to create a completely new form of beauty that never existed in the world. Let's look into what happened in November in our history, which motivated Amorepacific Group to constantly seek out innovation and become a great company.

 After liberation and war, Amorepacific (formerly Pacific) relocated its headquarters from Busan to Huam-dong, Seoul and then to Yongsan, quickly building its internal stability in line with the company's growth. The company automated the cosmetic production facilities by installing specialized equipment, particularly stainless containers, freezers, and cream mixers. This improved product quality and led to mass production, which accelerated business growth.

 This modernization wasn't limited to production. Amorepacific also began to open up new distribution channels. Amorepacific's efforts to secure independent and subdivided distribution channels while focusing on the market and sales first began by founding Hwaseongsa, a beauty materials distributer, in November 1956. Hwaseongsa was a materials supplier and sales agency handling ABC series produced by Amorepacific, as well as various beauty materials and tools that are needed by beauty schools and salons. The consumers of supplies handled there, such as beauty schools, barbershops and salons, were a vital source of marketing. This is because customers of their shops and salons may show different consumer behaviors depending on what the hairdressers or barbers say. Having realized this, Amorepacific provided them with convenience in buying beauty tools while also guaranteeing certain margins by supplying products without wholesalers.

 Founding Hwaseongsa was a trailblazing case of the company's aggressive market invasion strategy, and it's considered a trigger of the marketing subsequently developed by Amorepacific or other companies in the cosmetic industry.

 In 1962, Amorepacific (formerly Pacific) began to construct a factory in its Sindaebang-dong site in Yeongdeungpo, Seoul. Those who participated in the groundbreaking ceremony on May 3 that year were shocked by the size of the factory. There were concerns about furnishing such a huge factory with modern facilities, but founder Jangwon Suh Sungwhan began to lay the groundwork for his dream in his resolute belief that he would not be able to move one step further without facing down the challenge ahead.

 However, Amorepacific soon faced a tough situation. In June 1962, the government carried out a currency reform from 'hwan' to 'won' after declaring an Emergency Currency Measure. Amorepacific showed a 249% growth that year compared to the previous one, and high sales rather became a source of financial stress in the transition period. Suh Sungwhan decided that completing the factory would be better for the company's future, and didn't give up on the construction despite the tough situation. Even in the situation where the financial world refused to give out loans thinking that cosmetics business is a luxury goods industry, he struggled to overcome financial difficulty and didn't stop the construction.

 In November 1962, the Yeongdeungpo factory was completed after six months of construction, in a size that was rare to fine at the time: about 22,641m2 (6,849 pyeong) with a floor space of 5,619m2 (1,700 pyeong). The internal facilities were nearly world-class, with rows of raw material storage tanks and automated packaging machines. The production increased remarkably once the factory was completed. The Yeongdeungpo factory was later extended in the late 1960s and integrated into the Suwon factory in 1987, through which it developed into a leading production facility in the Korean cosmetics industry.

 The Makeup Your Life campaign that began since 2008, with Amore counselors donating talent for female cancer patients who went through sudden appearance changes such as skin and hair loss in the treatment process, delivering know-how on how to make themselves beautiful. It's a significant program that goes beyond appearance, helping them overcome the mental pain and depression they felt while fighting the disease and feel positive about life and inner beauty.

 This campaign has marked its 10th anniversary this year, helping female cancer patients go back to their daily life after undergoing appearance changes during treatment. In total, 10,994 female cancer patients and 4,033 Amore counselors participated in the campaign in Korea in 2016. Having realized how this campaign inspires and empowers female cancer patients, Amorepacific expanded the scope to China since 2011. The campaign was held in Shanghai, Beijing, Chengdu and Guangzhou in the name Zhuang Dian Sheng Ming (妆典生命). It was expanded to Vietnam in 2015 and then to Singapore, Hong Kong and Taiwan in 2017, conveying messages of hope for 14,065 female cancer patients in 6 countries in the last 10 years. Amorepacific will keep up the Makeup Your Life campaign for all women to live a wonderful life.