2015.05.12
Ch5. The roots of inner beauty
BEAUTY
COLUMN
COLUMN
AMOREPACIFIC's 70 years of beauty history
A beautiful flower that blooms
in the deep-rooted beauty of Korea
Asian Beauty Creator
AMOREPACIFIC
Flowers are beautiful because of the stems and deep roots
that keep them standing strong.
AMOREPACIFIC was able to spread throughout Asia
and blossom into a global brand because of the way
it is rooted in the long-standing beauty of Korea.
Here, we will look into the past, present and future of
Asian Beauty Creator with the story of how AMOREPACIFIC took
root in Korea and spread its branches across Asia
to now burst into full bloom worldwide.
that keep them standing strong.
AMOREPACIFIC was able to spread throughout Asia
and blossom into a global brand because of the way
it is rooted in the long-standing beauty of Korea.
Here, we will look into the past, present and future of
Asian Beauty Creator with the story of how AMOREPACIFIC took
root in Korea and spread its branches across Asia
to now burst into full bloom worldwide.
The roots of AMOREPACIFIC beauty
The roots of inner beauty
AMOREPACIFIC, built with the passion of women
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A hawker distributed cosmetic products in the 1930s
Pinghukak Lee is a female scholar who studied practical matters in the Joseon Dynasty and complied Gyuhap-chongseo, hailed by scholars as an encyclopedia of women. She was held in high repute for her taste, style and the unfettered Korean heung (joyful spirit) and dynamic energy she embodied. Though she herself lived a simple life, she valued the desire of women to make themselves look beautiful and depicted in her book Gyuhap-chongseo how contemporary women did makeup, including the tools they used, their choice of hair styling and how to make personal ornaments. Handy around the house, she also kept up to date on the latest trends, with women lining up in front of her house to learn about her housekeeping and makeup skills. To modern sensibilities, then, she was a trend setter across all aspects of women's lifestyle.
Similarly, in the early 1900s, Yun Dok-jeong worked with enthusiasm and zeal, running a business despite difficult circumstances. In 1930, she settled in Gaeseong and earned a reputation with her own camellia oil. After that, she opened the Changseong Store, selling toner, cream and powder made using traditional Korean-style makeup techniques. She was neither a modern woman of the time familiar with new learning, nor a woman born of good ancestry. She was both a mother and wife, wedded to a typical Korean man. But, she was a true beauty inside who knew about the world around her and someone who was not afraid of taking new challenge.
In fact, the AMOREPACIFIC founder Suh Sung-whan said several times that the birth of AMOREPACIFIC is thanks to the example of his mother and that AMOREPACIFIC is a woman-led company. Likewise, AMOREPACIFIC has its roots put down in the dynamic inside of Korean women.
Similarly, in the early 1900s, Yun Dok-jeong worked with enthusiasm and zeal, running a business despite difficult circumstances. In 1930, she settled in Gaeseong and earned a reputation with her own camellia oil. After that, she opened the Changseong Store, selling toner, cream and powder made using traditional Korean-style makeup techniques. She was neither a modern woman of the time familiar with new learning, nor a woman born of good ancestry. She was both a mother and wife, wedded to a typical Korean man. But, she was a true beauty inside who knew about the world around her and someone who was not afraid of taking new challenge.
In fact, the AMOREPACIFIC founder Suh Sung-whan said several times that the birth of AMOREPACIFIC is thanks to the example of his mother and that AMOREPACIFIC is a woman-led company. Likewise, AMOREPACIFIC has its roots put down in the dynamic inside of Korean women.
Women in the age of challenge and accomplishment
built up inner confidence through AMOREPACIFIC
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Mamonde commercial in the 1990s
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A door-to-door sales woman
In the early 1960s, AMORE was launched, which would later become AMOREPACIFIC. AMOREPACIFIC door-to-door sales women in refined business suits with a stylish updo hairstyle that was all the rage at that time were trend leaders in the 1960s and 1970s and beauty mentors. Just as women in the Joseon Dynasty gathered at the house of Pinghukak Lee to learn makeup and housekeeping skills, women in the 1960-70s came to AMOREPACIFIC door-to-door sales women to learn about the latest makeup trends. And, in the early 1990s, when more and more women moved forward in society, Mamonde, which means 'my world' in French, created a sensation. A model in a Mamonde commercial doing a bodyguard job in a business suit, taking a role traditionally played by men, inspired the passion hidden inside women in their 20s and early 30s to emerge. At the same time, IOPE became a pride of women in the mid-30s and 40s. By delivering the authentic message that IOPE gives a promise of skin that looks younger than the age, IOPE was able to build up the confidence of married women that they could be more beautiful than single women.
Modern women beautiful on the inside
with dynamic energy and passion that shine
through AMOREPACIFIC – a new beauty icon
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Chanting fans on the street during the 2002 World Cup (Seoul)
With the dawn of the new millennium, the dynamic energy and passion of Korean women dreaming of challenge and accomplishment in the 1960-90s, burst out like fireworks. The streets, which thronged with people cheering on the Korean national soccer team during the 2002 World Cup, became a symbol of youthful Korea. Even in heavy rainfall, young women let their passion burst through with the loud sound of cheering. With raindrops on their face, a winning smile and passion – they were the very picture of beauty and energy. And the foundation of their inner energy is depicted in the Sparkling Beauty of LANEIGE, which has now become a byword for the vital energy of water. LANEIGE presents healthy natural beauty with moist, vibrant skin, which is fresh youthful energy onto itself.
Modern women who are beautiful inside, with dynamic energy and passion shining on the outside. These are who inspire AMOREPACIFIC.
They have the energy that drives AMOREPACIFIC forward and are icons of dazzling beauty.
They have the energy that drives AMOREPACIFIC forward and are icons of dazzling beauty.
The makeup trends set by AMOREPACIFIC
have become a beauty legend presenting
ideal women images of the times
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Oh, My Love is the first makeup campaign promoted in Korea in 1971
In 1971, the first makeup campaign Oh, My Love was promoted in Korea. The slogan was that beauty is not what you are born with, but what you create. This inspired and moved women of the time very much. Famous actresses and 7 models came up on stage with different themed makeup styles. And the 7 themes chosen were mystery, innocence, elegance, delight, ideal, passion and fascination. The whole concept was groundbreaking for its time.
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Mamonde and HERA commercials
The 1990s was the era of woman living her life like in the movie of LANEIGE, woman like the oxygen of Mamonde and woman with the enchanting beauty of HERA. In LANEIGE commercials, the models frequently became heroines in a number of noted films, like The Lover, Breakfast at Tiffany's and Singing in the Rain. This gave women the self-confidence that they could live their life like a movie through makeup.
In fact, woman living life like a movie of LANEIGE, woman like the oxygen of Mamonde and woman with the enchanting beauty of HERA, portrayed the desire of women of that time. Like the makeup style of Shin Saimdang and Queen Inhyeon in the Joseon Dynasty, who went down in history with admiration for the way their gracefulness was passed down to future generations, the woman series of AMOREPACIFIC embody iconic female images of the times in makeup colors and trends. This was much loved as all-time beauty legend.
In fact, woman living life like a movie of LANEIGE, woman like the oxygen of Mamonde and woman with the enchanting beauty of HERA, portrayed the desire of women of that time. Like the makeup style of Shin Saimdang and Queen Inhyeon in the Joseon Dynasty, who went down in history with admiration for the way their gracefulness was passed down to future generations, the woman series of AMOREPACIFIC embody iconic female images of the times in makeup colors and trends. This was much loved as all-time beauty legend.
Natural makeup of AMOREPACIFIC brightens up the inner confidence of women all around the world
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Song Hye-kyo, a model for LANEIGE and Park Shin-hye, a model for Mamonde
In the 2000s, K-beauty began spreading its branches across the world. And the K-beauty craze set off the natural, vibrant makeup style of Korean women. K-beauty-loving women around the world say that they were first entranced by natural Korean makeup style, particularly for the way it is so full of vibrant energy. The best feature of Korean natural makeup style is its ultimate naturalness that looks like there is no makeup at all, while still giving a glowing, vibrant skin complexion. The technique of Korean women to add glow and radiance to their skin while keeping their skin look natural is matchless. The aura of elegance inherited from Shim Saimdang and Queen Inhyeon with damjang (makeup that reveals natural beauty) and the nongjang style are now blossoming through the glowing natural makeup style of modern Korean women.
On the 1st floor of Bugis Junction, a large shopping mall in Singapore, women of different ages are watching makeup demonstrations with a sparkle in their eyes. They are there to see the big makeover of one Singaporean woman with a style inspired from Song Hye-kyo, the muse for LANEIGE. Song Hye-kyo is the most admired Korean beauty by Asian women. And, at the end of makeup demonstration, a wave of exclamation rose spontaneously from the audience.
"Natural no-makeup-like makeup style of LANEIGE is fantastic." "The skin makeup style of LANEIGE creating natural makeup look with vibrant, healthy glow is my dream makeup look."
LANEIGE, much loved by Asian women, as well as Mamonde and innisfree, who present the glowing, natural makeup style of Korean women, and ETUDE HOUSE – the brands, styles and looks are attracting considerable attention for young Asian beauty embodying modern trends within a distinctive style, backup up by a creative, active and confident attitude.
On the 1st floor of Bugis Junction, a large shopping mall in Singapore, women of different ages are watching makeup demonstrations with a sparkle in their eyes. They are there to see the big makeover of one Singaporean woman with a style inspired from Song Hye-kyo, the muse for LANEIGE. Song Hye-kyo is the most admired Korean beauty by Asian women. And, at the end of makeup demonstration, a wave of exclamation rose spontaneously from the audience.
"Natural no-makeup-like makeup style of LANEIGE is fantastic." "The skin makeup style of LANEIGE creating natural makeup look with vibrant, healthy glow is my dream makeup look."
LANEIGE, much loved by Asian women, as well as Mamonde and innisfree, who present the glowing, natural makeup style of Korean women, and ETUDE HOUSE – the brands, styles and looks are attracting considerable attention for young Asian beauty embodying modern trends within a distinctive style, backup up by a creative, active and confident attitude.
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HERA Boutique
HERA Boutique, which is located in Cheongdam-dong, the fashion hub of Seoul, is always full of female customers who want to learn about the beauty knowhow of Seoul women, who absorb international trends fast but reinterpret them as their own. The SEOULISTA-inspired makeup style of HERA communicates the glamorous beauty of clean, flawless, and younger-looking confident Seoul women. It's a trend-setter for Asia.
Rooted in the Korean traditional makeup technique, AMOREPACIFIC has grown straight and true, providing ideal images of the women of Korea at different times. And, it now spreads the ideal of modern Asian beauty to women all around the world. The inner beauty of Korean that AMOREPACIFIC wishes to share with women worldwide is vibrant energy, a go-ahead attitude and well-built confidence.
Rooted in the Korean traditional makeup technique, AMOREPACIFIC has grown straight and true, providing ideal images of the women of Korea at different times. And, it now spreads the ideal of modern Asian beauty to women all around the world. The inner beauty of Korean that AMOREPACIFIC wishes to share with women worldwide is vibrant energy, a go-ahead attitude and well-built confidence.
This column is adapted from 'AMOREPACIFIC 70 years of Beauty History' by AMOREPACIFIC Beauty Research Team.
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