Every success has a beginning. At the moment of taking the first step, we must look ahead to the future and envision ourselves already there, fulfilling our dreams. September saw the founding of Amorepacific Group for the great dream with a new sales model and service system that have wowed the world. This is the time for young green fruit beautifully growing ripe and we were at our ripest, ready to take our own beauty across the world. Here is our September story filled with the warmest passion toward the seed of our dream coming to fruition.

 Japan discharged young Korean men conscripted into their army on September 4, 1945, after they lost the Pacific War. Among them was the founder Suh Sungwhan (pen name Jangwon). They were sent back to Beijing as free men, but they could not enjoy the freedom in that strange place. They had to find their own way back home.

 Suh Sungwhan went to downtown Beijing on the next day and there he raised his sight to the wider world. Later, he established September 5, 1945 as the foundation day of Amorepacific though his family business began years ago under the name of Changseong Store because that was the very day when freedom was truly restored to him and he threw his hat into the ring to step onto the world stage.

 It took 13 months for him to come back to Kaesong after he was drafted into the Japanese army. His hometown was still the same, but his dream was not. At a time when survival seemed to be the only goal for most people, Suh Sungwhan decided to take camellia oil and Korean-made cosmetics to the world. He told his family about the Chinese market and goods and merchants came from all around the world. Days later, the Changseong Store sign was replaced with a new nameplate 'Pacific Store.' The Pacific Ocean, the largest ocean in the world, was the gateway to global markets.

 The following year, his family closed the store in Kaesong and moved to Seoul to get better ingredients, make better quality products and meet more people. He and his family settled in a house near Namdaemun Market and put up the sign of Pacific Chemical Industries. Though there was a shortage of materials in Korea after independence from Japan, he refused to compromise on the quality of products under the principle of using only the highest quality ingredients. His quality-first principle has been passed down to this day through 72 years and it has become the most important business philosophy of Amorepacific Group.

 In search of a way to ensure the safe delivery of goods to customers, Suh Sungwhan established Korea's first retail company Pacific Sales in March 1962 and set up authorized agents. With the fixed price system and Pacific Chemical Industries products exclusively sold through authorized agents, the arguments over forgery and price were no longer a concern. But, because the authorized agents – mostly, drug stores and boutiques – sold cosmetics as only a sideline business, they could not manage products well and Suh Sungwhan decided to shut down the authorized agent system.

 While searching for a new sales channel and market, he derived the idea of door-to-door system from his childhood memory about women gathering around together having a chat in his mother's room. He thought it would allow customers to feel more comfortable if they could buy products of their choice at their own house.

 In 1964, the door-to-door sales system was brought in and thousands of women wearing their distinctive green uniform knocked at the door to the world as a sales representative. They came to the exclusive agents to get fully trained for their work, skin care, massage and makeup techniques and went out into the street carrying products, a scrap book and samples in their bag. And they went everywhere. Not only rural villages, but they also went to remote and lonely islands with only a small number of inhabitants.

 In the 1970s, the door-to-door sales system was settled. As the date of door-to-door sales visit approached, an air of happy expectation abounded at the customer's house. It was a beautiful change into everyday life brought together with high quality products by Amore sales representatives. Amore door-to-door sales system made the lives of both customers and sales representatives more beautiful.

 On the 48th anniversary in 1993, Amorepacific (Pacific at that time) declared the unlimited liability policy to wholly fulfill the needs of customers for complete customer satisfaction along with the ultimate goal of becoming the most reliable company through a customer-centric principle. As one means to this end, the process was elaborately implemented to develop high-quality products fulfilling the needs of customers through the most advanced technology and market-driven strategy and ensure their prompt delivery. And the effort went beyond handling customer complaint to provide the very best customer service beyond the expectation of customers, so that customers could experience a delightful surprise. Eco-friendly technologies were developed with a sense of social responsibility toward the environment spanning the full product lifecycle.

 After the Replace Your Cosmetics with New Ones campaign was promoted as part of the unlimited liability policy, nearly 400 customers came to Amore customer service centers from all over the country in three days. They were also charmed by our small, yet thoughtful moves of providing beauty tools such as a makeup compact case and eyeshadow applicator free of charge. This unlimited liability policy for the satisfaction of each and every customer was indeed the groundwork for strengthening the process and driving innovation through a customer-centric approach to service, product quality and the environment.