We, at Amorepacific, have always contemplated on what customers want. We identified the service customers wanted and the perfect method to deliver such service to make our customers happy. That history begins in the 1960s. In 1961, Amorepacificbegan a beauty counselling section in Hwajanggye, the company’s publication at the time, and offered beauty counselling service for the first time in Korea. At the time, it was difficult to even make and sell decent products. And customers found ithard to find information on what cosmetics are right for their skin type or the right beauty regime. For the first time in Korea, Amorepacific delivered a very new experience of listening to the concerns of customers and offering solutions. And theresponse was huge.

 Such efforts led to opening ‘Amore 1st Street’ in Myeong-dong in 1984. The company started to offer a more specialized and considerate service to customers directly. Customers experienced the entire process of cosmetics from cleansing to makeupat Amore 1st Street. We analyzed the skin conditions of individual customers and offered customized solutions based on a makeup simulation system.

 Even when the company went through an extremely challenging time in the 1990s, our direction and aim was always pointing towards our customers. Amorepacific decided to look back on the most important aspect – its customers – during such hardship.This is when the ‘used cosmetics exchange campaign’ began. The company exchanged makeup products that were not a perfect fit for customers with products that were right for them even if the items were already used. It was a completely unheard-of kindof service that was never offered by other companies before. Customers responded positively thinking ‘I can’t believe such a company exists’ and Amorepacific successfully won the hearts of customers. This campaign led to the spirit of Total CommitmentInitiative, undertaking complete responsibility for all products and services we offer.

 Our new experiments toward making our customers happy continue until today – from our customized products fitted to care for each and every individual customer to Amore Seongsu, which is a completely new concept of a space that satisfies allfive senses beyond just offering beauty services. Amorepacific continues to think of its customers and what they truly want as well as experimenting new things.