Corporate News


AMOREPACIFIC Corporation (President and CEO, Kyung-Bae Suh) has declared the company's management policy for 2013, as "TEAM Together", which focuses on mutual growth with customers, the world, society and employees. Furthermore, the company has set the "Creating innovative products and services", "Acceleration of global businesses”, "Sustainable management" and "Active execution of Smart Working" as its detailed execution strategy. The company plans to effectively cope with changes in the business environment through thorough preparation in each field.


To achieve the company's vision of being an "Asian Beauty Creator" that spreads the essence of Asian beauty all over the world, it will emphasize value of challenge and innovation to its customers, the world, society and employees, and focus its efforts on achieving its management goals and vision.


1. "Team Together with Customers" by providing innovative products and services
In 2013, AMOREPACIFIC Corporation plans to execute customer-oriented management strategies by providing innovative products and services to its customers.


Each brand will develop innovative products that represent the brand to strengthen market development capabilities. In addition, the company will also strengthen its R&D capabilities, which form the foundation of innovative products and focus on developing core technologies in each product category. While improving the quality of make-up products and men's products, leading the make-up market, it will also actively cope with the men's cosmetics products market, which has been showing strong growth every year. The company will also expand digital and mobile communications to improve customer communication.


Furthermore, the company will also further strengthen the potential of door-to-door sales and other new growth channels through customer service innovations. The Sales Stimulation & Enhancement Program will focus on customer services rather than sales to strengthen the sales staffs’ customer service innovation capabilities.
In the SCM (Supply Chain Management) unit, the production and logistics capabilities of the AMOREPACIFIC Beauty Campus completed in Osan, Gyeonggi-do, on May 2012, will be fully utilized. The company plans to further enhance absolute quality in order to provide the best products to customers and logistics innovations to deliver new products in a timely manner.


Moreover, it will refine its in-house support system for developing innovative products and services while actively nurturing creative human resources to focus on customer-oriented products and service innovations throughout the company.


2. Accelerate the global business and go "Together with the World"
AMOREPACIFIC Corporation will continue its efforts to accelerate the growth of its global businesses and spread Asian beauty to customers around the world.


It will develop No. 1 products that are appreciated by global customers based on its in-depth understanding of and insight into customers in each country. This effort will include discovering "K-Beauty" (Korean Beauty) stories and implementing them at the product development stage, and quickly coping with market trends and heightening global R&D competitiveness by strengthening the network with global R&D institutions.


The operation of the global supply chain will be optimized to provide the best products to global customers and an infrastructure for guaranteeing absolute global quality will be put in place. Furthermore, by establishing an early approval process, it will lay the foundations for expanding into the global market in a more proactive manner.


The company also plans to see qualitative growth in the China and ASEAN regions, which are recording high growth rates, and focus efforts on discovering new growth engines to do so. The company also plans to stabilize its businesses in Europe and the US and diversify its business portfolio in Japan.


Furthermore, AMOREPACIFIC Corporation will also accelerate the execution of its global human resources development project, Hyecho*, and strengthen the support for nurturing global human resources that will spread Asian Beauty to the world.


3. "Together with Society" through sustainable management
AMOREPACIFIC Corporation plans to manage sustainable growth with society by developing sustainable products, mutual growth with beauty partners and partner companies, and applying eco-friendly management.


From raw ingredients to technologies, and product design to packaging, the company will continue to present sustainable and low-carbon eco-friendly products that implement eco-friendly elements to customers while maintaining product safety at the same time. Furthermore, AMOREPACIFIC Corporation will also be expanding its sustainable purchasing, which includes the company's unique fair trade activity, "Beautiful Fair Trade", sustainable palm oil purchasing to prevent reckless cultivation of palm tree farms, and purchasing raw ingredients with social and environmental responsibilities.


By improving the working conditions for sales staffs in each channel, it will pursue harmony with beauty partners and make efforts to achieve healthy mutual growth with supply chain management partners.


Furthermore, it will also expand customer activities for more customers to be able to participate in various social contribution activities carried out by AMOREPACIFIC Corporation, such as Make Up Your Life and the Pink Ribbon campaign.


4. "Together with Employees" through smart working
AMOREPACIFIC Corporation also aims to achieve mutual growth with employees by improving their agility, enhancing their ability to focus on tasks and creating a balanced growth of work and everyday life.


The company will minimize unnecessary processes in conferences, reports and approvals to accelerate the speed of innovations in-house. By improving the executive capabilities of empowerment, it will improve the speed of decision-making and the agility of its employees.


At the same time, the company will establish a workplace environment that allows employees to better focus on their tasks at hand, encourage on-site reporting of sales personnel, and implement progress-oriented business practices to improve the way in which employees focus on their tasks. The flexible working time program for individuals will be expanded, and in-house welfare policies will respect employee diversity to help employees to maintain a balance between their life and work.


* AMOREPACIFIC Corporation has adopted management techniques that focus on human resources by discovering and nurturing global human resources with excellent observation of the global market and customers. To preserve the spirit of Hyecho, priests in the Shilla Dynasty that travelled to other countries such as China and India for the first time in Korean history, AMOREPACIFIC Corporation has named its global human resources development project "Hyecho". AMOREPACIFIC Corporation is carrying out activities to dispatch over 100 global leaders to 15 countries, including Asian countries such as China, through the Hyecho Project, with the goal of spreading Asian Beauty throughout the world.


AMOREPACIFIC Corporation (President and CEO, Kyung-Bae Suh) participated in the 8th Annual Meeting of Chinese Dermatologist Association, held at Suzhou International Expo Center from 9th to 11th November as Korea's representative beauty company. By exhibiting the brand's core technologies and holding a symposium on Asian Skin, AMOREPACIFIC Corporation showed its outstanding R&D competitiveness to the Chinese dermatology industry.


At the event, AMOREPACIFIC Corporation presented products from the company's popular brands such as Sulwhasoo, Laneige and Mamonde, as well as the deep seawater cosmetics brand, Lirikos, which has gained in popularity with Chinese consumers, and PACIFICPHARMA's medical beauty brand, Aestura, which is planning an upcoming launch in China. By introducing the results of dermatology research using Ginseng, which is one of the key ingredients used by the AMOREPACIFIC Corporation R&D Center, and offering comprehensive skin diagnosis and solutions to participants using AMOREPACIFIC's original skin examiner, AMOREPACIFIC has promoted its advanced technologies that lead to better customer services.


Furthermore, AMOREPACIFIC Corporation also hosted a symposium on "Asian Skin Research" with over 400 dermatologists on Friday 9th. By presenting the research results related to changes in Asians’ wrinkles caused by environmental changes and research on female skin tone with regard to UV protection in six Chinese cities, AMOREPACIFIC Corporation shared its expertise in Asian skin with Chinese dermatologists.



Prior to the event, Hak-Hee Kang, CTO of AMOREPACIFIC Corporation R&D Center said, "AMOREPACIFIC Corporation plans to form a network with dermatologists in China and carry out extensive joint research to understand and fulfill the core needs of Chinese consumers. This collaboration will be the long-term stepping stone of our business in China."


The Annual Meeting of Chinese Dermatologist Association is China's largest dermatology convention, and is attended by over 4,000 individuals, including dermatologists, industry experts and global beauty companies. This was AMOREPACIFIC Corporation’s 3rd successive participation in the event as a company that represents Korea's beauty industry. In addition, AMOREPACIFIC captured the attention of dermatologists from around the world with its "Asian Beauty" presentation at the 22nd World Congress of Dermatology held in Seoul in 2011. It gained a positive response by exhibiting Asia's unique ingredients such as beans, ginseng and green tea and its global brands such as Sulwhasoo, Laneige and Mamonde, as well as its oriental medicine technologies.


AMOREPACIFIC Corporation (President and CEO, Kyung-Bae Suh) held the company’s 67th anniversary ceremony on September 5th at AMOREPACIFIC Corporation head office, and strengthened the company’s determination to become the “World’s No. 7 Cosmetics Company by 2020” through customer-oriented innovative management.


At the ceremony, the President and CEO Kyung-Bae Suh said “AMOREPACIFIC has grown with our customers over the past 67 years. Based on the mission that we have never forgotten since the company was founded, we will continue to spread Asian beauty to customers around the world through innovative products that inspire and earn the trust of customers and “customer-oriented innovation” for providing the most high-quality services.”


In In addition, the President and CEO Kyung-Bae Suh also emphasized that the company must value “Sincerity” in corporate ethics to become a company that is trusted by customers around the world. As a company that pursues mankind’s health and beauty, the President and CEO Kyung-Bae Suh requested that employees continue to provide more eco-friendly and sustainable products to customers and strengthen efforts to respect customers and the environment for business.


The company plans to boost the sales of the AMOREPACIFIC Group from the current level of 3.9 trillion KRW in 2011 to 11 trillion KRW by 2020 by promoting its 10 global beauty brands with annual sales of over 500 billion KRW through aggressive market entry and deployment of country-specific differentiation strategies.* By doing so, AMOREPACIFIC is aiming to achieve a global market share of 2.7% by 2015, and thereby achieve the status of one of the top 10 global cosmetics companies in the world. Furthermore, it is aiming to attain a market share of 3.8% by 2020 to become one of the top 7 cosmetics companies in the word and the number one cosmetics company in Asia. Sales based on: Internal progress within the AMOREPACIFIC Group, including affiliated companies such as AMOREPACIFIC, Innisfree, Etude and Pacificpharma


* Sales based on: Internal progress within the AMOREPACIFIC Group, including affiliated companies such as AMOREPACIFIC, Innisfree, Etude and Pacificpharma

Furthermore, the AMOREPACIFIC Corporation has announced plans to carry out human resource-oriented management to actively discover and nurture global human resources with outstanding insight into the global market and customers. To do so, the AMOREPACIFIC Corporation is strengthening its nurturing of global human resources in order to spread Asian beauty around the rest of the world through its global human resource development project, “Hyecho”, which preserves the spirit of Hyecho, a Korean Buddhist priest from Shilla, who was the first to travel to many countries around the world, including China and India. Last year, the AMOREPACIFIC Corporation dispatched outstanding global human resources to Singapore, Vietnam, and Malaysia. This year, the company will send global leaders to more countries, including Brazil, the Philippines, Thailand and Indonesia, to spread Asian beauty throughout the world.

The 67th Anniversary Ceremony was attended by 230 individuals including Headquarters employees, overseas office executives, AMORE Counselors, and partners. Outstanding counselors, partners, 10-year employees and model employees were awarded and the video of “67 Years of AMOREPACIFIC for Innovating Customer Values” was shown to share the company’s founding spirit.

AMOREPACIFIC Corporation's (President and CEO, Kyung-Bae Suh) functional cosmetics brand IOPE has set the highest sales growth in record-breaking time for a single product in the brand's history with the innovative pact-type UV block Air Cushion (50 billion KRW / In suggested retail price as of July 12, 2012). With one product being sold every 30 seconds since it was launched back in 2008, it has achieved a tenfold growth in sales over the past 4 years. Furthermore, with the Korean Patent (No. 10-1159877) for the fundamental technology behind Air Cushion Sunblock being acquired this June,  IOPE Air Cushion Sunblock has secured exclusive rights in the sunblock market and strengthened its position as a high-tech and innovative make-up product.

This is a result that was achieved through AMOREPACIFIC Corporation R&D Center's will to provide safe and outstanding products to customers through innovative technologies. The IOPE Air Cushion Sunblock is the industry's first stamp-type sunblock that was created through innovative technologies and an understanding of customers' needs. In 2007, before IOPE Air Cushion Sunblock was launched, customers complained that existing products in the UV block market were difficult to apply and tended to smear. And that's the reason why AMOREPACIFIC Corporation R&D Center started focusing on developing a light, easy-to-apply formula that is suitable for wearing on top of other make-up and doesn't smear. The key to the “smear-free liquid” was inspired by a “parking validation stamp” that doesn't smear and maintains an even level of thickness. AMOREPACIFIC Corporation R&D Center then focused on developing an optimal sponge for containing this smear-free liquid, and the IOPE Air Cushion was released onto the market by bringing together the company's technological innovations and know-how.

The IOPE Air Cushion Sunblock includes a formulation technology that stabilizes liquid, a technology for holding cold, air-containing essence in a cooling sponge, a technology that prevents smearing and enables smear-free reapplication with an air-pump effect every time the cushion comes in contact with the skin, a technology for preventing the destruction of effective substances with a cooling container that isolates heat transfer, and a dual-layer design with an outstanding seal for preventing evaporation. Through these technological innovations, AMOREPACIFIC Corporation has 21 patents pending and 5 patents registered in Korea and 3 PCT patents pending for technologies related to IOPE Air Cushion Sunblock.

Offering UV protection, whitening and make-up effects as well as a smear-free reapplication, IOPE Air Cushion Sunblock has recorded the highest sales for a single product in AMOREPACIFIC's make-up product line. It is a mega best-seller, with one product being sold every 30 seconds since its launch. Furthermore, it has demonstrated a tenfold growth in sales over the past 4 years.

Chief Technology Officer Hak-hee Kang of AMOREPACIFIC Corporation R&D Center says that "IOPE Air Cushion Sunblock is an innovative product developed through extensive trial and error, to meet the customer's needs. Research labs at numerous overseas competitors are now looking into Air Cushion. The AMOREPACIFIC Corporation will continue to spearhead the development of innovative technologies for its customers."

[Product Summary]
IOPE Air Cushion Sunblock EX SPF50+ PA+++ (15g*2/About 38,000 KRW)
A 4-in-1 stamp-type cushion sunblock with a whitening, cooling, UV protection and make-up foundation affect. The over 35% hydro mineral water substance renders the skin moist and smooth. It can be worn over make-up to protect the skin from UV rays throughout the day.

AMOREPACIFIC Corporation (President and CEO, Kyung-Bae Suh) released the Pink Calendar, a mobile application for breast health, as part of its 2012 Pink Ribbon Campaign. Its concept being ‘A daily calendar for breast health check up’, the app was designed for women  who tend to neglect the “internal” (as opposed to external) health of their breasts. The app will let the users check on their breast health more easily, helping to make the prevention of breast cancer a part of daily life. The app is available free on both iPhone and Android phones.

<Pink Calendar> includes features that let app users set health goals such as yoga, the level of vegetable intake etc. on a monthly basis and will also automatically set recommended period for breast self-diagnose when the users input their menstrual periods. They can also receive yearly information on AMOREPACIFIC’s Pink Ribbon Campaign events such as Pink Ribbon Love Marathon and schedules for free breast self-diagnosis seminars.

The users can also receive one to one consultation through the “breast health consultation” corner which lets them ask questions and get answers from a specialist for personal issues they were always afraid to ask regarding breasts. They can also get detailed self-diagnosis guidelines, information on their body mass index, obesity level, and a “breast encyclopedia” filled with common knowledge related to healthy breasts.

“Pink Ribbon Guinness”, the first mobile donation program developed by AMOREPACIFIC in 2011, is also included in the app. Users can also help raise funding for breast cancer surgery by simply uploading a picture through the app. The entire donation will be funded by the AMOREPACIFIC Corporation.

AMOREPACIFIC Corporation will host a special event that will run until July 22nd to commemorate the app’s launch. To participate in the event, smart phone users should download the Pink Calendar app and leave a review with stars on the App Store or Android Market. Then screen capture that review screen and send it to either or AMOREPACIFIC’s Pink Ribbon Campaign official twitter (@pink_hug). One Best Reviewer will be awarded a Samsung Galaxy Tab (10.1, 32G), and two reviewers in second place will be given HERA’s Age Away Twin Cake and Rouge Holic (Pink Ribbon edition) as presents. Additionally, fifty additional selected reviewers will be given HERA’s 12th year commemoration Pink Ribbon Simple Set. Winners will be listed on AMOREPACIFIC’s Pink Ribbon official blog ( on July 24th.

Yoon Lee, Vice President of AMOREPACIFIC Corporation, commented, "I hope AMOREPACIFIC’s efforts to promote breast cancer prevention through the Pink Ribbon Campaign can expand through the mobile channel so that more women can lead beautiful and healthy lives.”

* Search key words for the app: calendar, breast cancer, breast, health, Pink Ribbon campaign, Pink Ribbon, AMOREPACIFIC.

[Note] Introducing the Pink Ribbon Campaign by AMOREPACIFIC
AMOREPACIFIC Corporation, the number one cosmetics company in Korea, with the endeavor to support a healthy future for women, established the Korea Breast Cancer Foundation in 2000, the first non-profit breast cancer foundation in the nation. The foundation was entirely funded by AMOREPACIFIC, which has been hosting the Pink Ribbon Campaign for 12 years as part of its efforts to spread breast health awareness.

Under the theme of “breast health” and through various activities, the campaign aims to spread the message of self-affirmation and love among women in all age groups, from teens to eighty-year-olds, by emphasizing healthy habits and interest in their own health. It has also put effort into raising awareness of and interest in women’s precious health among the whole family, including male partners. In order to do so, the campaign has taken a self-participation approach rather than a one-sided approach to broadcast its message.

Some of the Pink Ribbon Campaign’s typical activities include the following. For “Pink Generation”, a person from the general public acts as a key publicity ambassador to spread the message of self-affirmation and love, the meaning behind the Pink Ribbon. In “Pink Ribbon Love Marathon”, all participation fees are donated to the Korea Breast Cancer Foundation and used for breast cancer prevention and treatment research. Another one is “Our Pink Ribbon Project”, a contest for business ideas to spread the Pink Ribbon’s message and “Pink Tour” where people can go to gain information on breast self-examination and common knowledge related to breast health.

Additional information regarding the campaign is available on the official Pink Ribbon Campaign’s blog (

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