▲ This photo provided by Amorepacific shows its flagship store "Amore Yongsan," located on the second floor of its headquarters in Seoul's Yongsan district. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, May 7 (Yonhap) -- Amorepacific has reopened its flagship store "Amore Yongsan" on the second floor of its headquarters in Seoul's Yongsan district, the company said Thursday.

 

The store, which reopened on April 30 following renovation, is designed as a space where customers can directly experience the company's new corporate vision, "Create New Beauty," unveiled in 2025.

 

Combining a brand showroom, diagnostic and customized cosmetics services, research facilities and community functions, "Amore Yongsan" is positioned as a next-generation beauty flagship store.

 

▲ This photo provided by Amorepacific shows its flagship store "Amore Yongsan," located on the second floor of its headquarters in Seoul's Yongsan district. (PHOTO NOT FOR SALE)(Yonhap)

 

"Create New Beauty" reflects Amorepacific's vision of creating new forms of beauty together with customers through technology- and science-based innovation. The company said the flagship store was planned under the concept of "House of New Beauty," incorporating the vision throughout its space, services and customer experience.

 

"Amore Yongsan" serves as a K-beauty showroom where visitors can experience Amorepacific's major brands in one place. It also functions as a research lab where customers can receive beauty-tech-based diagnostics and customized cosmetics services directly from researchers.

 

Visitors can try the latest products and undergo scientific skin analysis. Through AI-based analysis, customers can check both current and future skin conditions and create personalized products featuring their names on-site.

 

Amorepacific said it also incorporated its "Holistic Longevity" philosophy, which proposes healthy beauty extending beyond skincare into overall lifestyle wellness, throughout the space.

 

A key service at the flagship store is the "Amore Bespoke" customized cosmetics program, which reflects each customer's characteristics and preferences. The service offers on-site production of personalized products ranging from base makeup and lip products to hair care items.

 

Through the renewal, HERA Custom Match foundation and cushion products expanded their shade range from No. 3 to No. 50, while adding the new "Reflection Skin Glow" line alongside the existing "Silky Stay" and "Black Cushion" products.

 

The HERA Custom Match Sensual Lip service also expanded its self-experience offerings beyond traditional counseling-centered services. Customers can now receive recommendations and test suitable lip colors through newly introduced self-color diagnosis content.

 

▲ This photo provided by Amorepacific shows the Hera Custom Match experience zone in its flagship store "Amore Yongsan," located on the second floor of its headquarters in Seoul's Yongsan district. (PHOTO NOT FOR SALE)(Yonhap)

 

Mise en scene Perfect Serum Bespoke was designed to offer up to 45 customized hair serum combinations based on hair condition and fragrance preference.

 

All bespoke services support multilingual guidance for overseas customers.

 

The newly introduced "CITY LAB" skin and scalp diagnostic service is another key feature of the renovated flagship store.

 

The service utilizes "My Skin Future," a next-generation skin diagnostic system developed by combining decades of Amorepacific's skin research data with AI algorithms. It visually presents not only current skin conditions but also future skin changes based on lifestyle patterns.

 

At the "AMORE BEAUTY LAB" inside the store, customers can participate in new product testing, emotional response research and interviews, offering feedback directly during the product development process.

 

The company said this initiative aims to expand the "Create New Beauty" vision through customer-centered experiences by openly demonstrating how customer feedback leads to actual products and services.

 

To improve convenience for global customers, "Amore Yongsan" offers multilingual assistance, global payment systems and instant tax refund services.

 

The space also includes product curation tailored to country-specific preferences, as well as gift zones, event spaces and meetup areas that can be used for brand launches, VIP programs and influencer events.

 

"Amore Yongsan is a space where customers can directly experience and help shape the 'Create New Beauty' vision," an Amorepacific official said.

 

"From customized cosmetics production and skin diagnostics to participation in new product development, we will provide a new type of beauty experience," the official added. "We also plan to continue expanding customer touchpoints and introducing the 'Holistic Longevity' philosophy in various ways."

 

"Amore Yongsan" is located on the second floor of Amorepacific headquarters. Reservations for Amore Bespoke services, CITY LAB diagnostics and beauty classes can be made through Amoremall.

 

jwc@yna.co.kr

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