You must see the bigger picture to achieve greater success. The Korean market was too small for Amorepacific to use its potential to make the whole world beautiful. To leap further than ever before, Amorepacific launched a new brand in the cosmetic market on the other side of the world. Based on this rocky experience, Amorepacific was able to launch its global champion brands that were well received and loved by the whole world. Being the first to take that bold move that day, the challenge has become the seed of hope and built the foundation for becoming a great company today.

 Amorepacific (formerly Pacific) had been boldly targeting France, the home of cosmetics, keeping an eye on markets beyond Asia. Amorepacific's first attempt to enter France was hypoallergenic cosmetics. After joint research and development with dermatologists from 17 general hospitals and countless dermatological tests, Amorepacific finally released hypoallergenic cosmetics Soonjeong for sensitive skin in March 1988. This product was the most hypoallergenic among all of Amorepacific products.

 An American safety testing agency, RTL (Research Testing Laboratories), tested and certified that Soonjeong was 15 times safer than global hypoallergenic cosmetic products. Soonjeong was renamed 'SOON' to be more easily pronounced, and was finally released in France with a distribution agent. The determination not to settle for Asia, and the broad vision to see the world quickened Amorepacific's pace toward France. There were expectations to cross the borders of all markets in the world after entering France, the premier cosmetic market. Amorepacific established a global office in Chartres, France in August 1990 to hit its stride in entering France. Some people in France pointed out that this was a 'brave, but reckless attempt.' However, in 1991, SOON amazed everyone by achieving 1.3 billion KRW in sales. The success factor is that Amorepacific focused on pharmacies all over France and sold the products in over 1,700 of them.

 What Amorepacific learned from experience was the insight to look deep into the lifestyle and culture of France. Moreover, the company drew up more in-depth plans in terms of the overall process from production to marketing. Even though the company was forced to withdraw due to the local market conditions, SOON still remains a vivid evidence of Amorepacific's fierce challenge toward the global market.

 October is when Amorepacific released its signature brands. Due to the policy to separate door-to-door sales and market sales channels, Amorepacific released its first market sales brand Mamonde in October 1991. It was a phenomenal success, portraying the image of defiant go-ahead women with the advertising copy 'My life is my own.' In 1994, Mamonde surpassed 100 billion KRW in sales, which was a first for a Korean cosmetic brand, causing a sensation in the cosmetic industry. Later, Mamonde clarified its concept as 'Vitality of nature that makes flowers bloom,' and was repositioned into a brand of excellent quality and internal stability with constant renewals.

 In October 1995, when global cosmetic companies entered Korea and the international taste became popular and common, Amorepacific launched HERA, the brand that seeks alluring and bold beauty in light of the social mood. With enhanced expertise of not only basic skincare products, but also makeup, HERA upgraded the level of Korean decorative makeup as 'makeup products for skin care.' Having sold a million items, which is the highest record for a single product, in the first year of release, HERA is leading the door-to-door sales and department store channels, helping it to continuously evolve into a luxury brand.

 In October 1996, Amorepacific released IOPE, a cosmetic brand using plants as ingredients. IOPE used different contents of plant extracts for each product depending on the skin type and reinforced functions of brightening, anti-wrinkle and moisturizing, also proving its safety through multiple clinical tests. In March 1997, the brand developed IOPE RETINOL 2500, being the first in the world to succeed in commercializing retinol. Amorepacific proved its level of science and technology, in addition to the status of Korean cosmetics, amazing not only the global cosmetic market, but also the medical world. Then, in spring 2008, IOPE released IOPE AIR CUSHION for both UV protection and brightening, which was highly praised as 'innovative product that changed the world's makeup culture.' As such, IOPE has constantly studied new ingredients and form, leading innovation in technology beyond retinol and cushion compacts.

 Amorepacific implemented the Beauty Point system, which was the first integrated membership point system in the cosmetic industry. Beauty Points enabled customers who signed up for membership to integrate all their points into one place, where they had previously been held in different distribution channels such as department stores, brand shops, hypermarkets, door-to-door sales and online shopping sites. The integrated points allowed customers to redeem them conveniently at all stores where Amorepacific membership applies.

 Beauty Points can be redeemed as cash when buying products, or exchanged for a variety of design goods on Amorepacific's official online shopping site Amorepacific Mall, such as umbrellas, eco bags or mirrors, and be shared with family or friends. Beauty Points can be used to buy any products including cosmetics, perfumes, body products like shampoo, and even health foods. Many customers are enjoying the convenient and efficient membership services of Amorepacific with Beauty Points.