In March 1962, Amorepacific founder Suh Sungwhan (pen name Jangwon) founded Pacific Cosmetics Sales Corp. as an alternative to the conventional distribution channel at a time when the industry’s outdated distribution network reached a deadlock and revealed several limitations. It was the first sales company in the cosmetics industry and the first in Korea to be established by a manufacturer however, it eventually failed.

Suh started all over again to find another solution to overcome the problems of the conventional distribution structure and eventually, he discovered the potential of door-to-door sales program which was burgeoning in many industries at that time.

The key to establishing successful door-to-door sales system depended on perfect blending of three major elements: good products, organization and human resources. At least, he was 100% confident with the quality of the products he offered. He then created a new brand exclusively dedicated for door-to-door sales, held a contest to name the brand and, encouraged all his employees to participate. A total of 100 ideas were submitted and among the contestants, the word ‘Amore’ was chosen as the winner, the name that has been treated to this day as a byword for Korean cosmetics.

Now that the brand was developed and named, the next step for Suh was to build the sales network. He divided the entire landscape of the administrative districts of Korea into numerous sales territories and set up an exclusive agency in each territory. Thanks to his earnest efforts, the sales network expanded exponentially. By the year 1980, the total number of exclusive agents and offices reached 664 with over 16,000 door- to –door sales representatives.

Last but not least, improving the quality of manpower was another required task to jump onto the next step because success of business depends on whether the business has skilled salespersons, no matter how good products and organizations are. Suh Sungwhan turned his attention to war widows. At that time, there were as many as 370,000 war widows and given that there was also a large number of males soldiers who came back home but could not work because of the their physical injuries, many Korea women were forced to become the breadwinner of their family. They were desperate for a job to make a living and support their family and Suh thought giving them a job could be a win-win situation for both.

Suh Sungwhan gave his full support to make sure that the door-to-door sales system could take root and continue to grow. He adopted Korea's first beauty counselling system to provide customers with various beauty management information and aesthetic services while also publishing an in-house newsletter, Amore News, to train door-to-door salespersons and running ads to improve the image of Amore.

For three years after starting the door-to-door sales system, Suh Sungwhan worked so hard that he rarely got enough sleep at home; he devoted himself to making the business a success and always stayed close to his employees.

The door-to-door sales system was the main driving force behind the growth of Pacific. It turned Amorepacific into what it is today. It’s true that the door-to-door sales system has grown through the development of management techniques and creative efforts, but at its essence it was through the entrepreneurial spirit of Suh Sungwhan, who believed in the power of women.

After Suh Sungwhan passed away in 2003, the bereaved family set up funds for the Heemang Store Project which provides support to female earners of low-income single parent families. Suh Sungwhan's warm loving heart for helping and encouraging as many women as possible through the door-to-door sales system in the 1960s still lives within us through the Heemang Store.

* This column is extracted from the critical biography of the founder Cosmetics would still be my purpose, even in another life.