In December 2021, Amorepacific learned what the company’s team members thought about the future of beauty and what it means by everyone having their own beauty, through an in-house hashtag contest titled ‘Live Your New Beauty.’ Over 200 hashtags were collected with each of them demonstrating the philosophy of Amorepacific members in the front line of the Korean beauty industry and providing insight for the beauty business of 2022.

At the New Year kick-off meeting, CEO Suh Kyung-bae said that ‘New Beauty’ is the new paradigm where the natural, unique beauty of individuals and their potentials are all given the respect they deserve. He emphasized that Amorepacific will expand the realm of beauty to ‘Life Beauty’ for the entire customer lifecycle, going beyond the traditional meaning of beauty and find a truly personalized beauty through the use of advanced ‘digital technology’ with every move driven by ‘empathy’ for customers around the world.

This year, Amorepacific plans to push forward with three strategies: building a strong brand, digital transformation, and innovating business fundamentals under the principle of ‘Winning Together.’ CEO Suh Kyung-bae pointed out the importance of these strategies for a successful journey toward New Beauty and explained what exactly Amorepacific will do and how.

According to the CEO, Amorepacific will first focus on developing engine products to clarify the brand value and to drive growth, make faster responses based on customer data, and expand business into highly potential categories including dermocosmetics and wellness.

The company will interact with Millennials and Gen Z and guide them toward becoming avid fans using interesting and approachable commerce, content and communities in the digital world, and advanced digital technology will help to innovate offline channels including door-to-door sales, sharpen its competitive edge and develop personalized, contactless solutions and other new growth drivers.

Amorepacific will also cut down on outdated stock keeping units, optimize stock management using data and overhaul its entire business to remove any inefficiencies and find new opportunities for profitable growth. He gave a reminder of the company’s ‘2030 A MORE Beautiful Promise’ and its responsibility for bringing about more fundamental changes to ensure the health and well-being of everyone in its corporate ecosystem.

At the end of his speech, CEO Suh Kyung-bae asked all Amorepacific team members to keep in mind that it's not the past but aspiration that creates the future and that Amorepacific must become a bona fide brand company and change itself to live up to customer expectations. He also encouraged the team members to break through the inertia and move quickly to bring about new changes.