▲ This image provided by Amorepacific shows the "First Care Activating Serum" of its premium beauty brand Sulwhasoo. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, Sept. 2 (Yonhap) -- Amorepacific's beauty brand Sulwhasoo said Wednesday that it is launching a global campaign, "Beauty Crafted in Time," to mark the 60th anniversary of its signature "First Care Activating Serum."

 

The campaign aims to highlight Sulwhasoo's 60-year history of ginseng research and the value of its First Care Activating Serum.

 

Sulwhasoo's ginseng research began with the launch of its ABC Ginseng Cream in 1966 and has continued through the First Care Activating Serum, now one of the brand's flagship anti-aging products.

 

Through the campaign, Sulwhasoo will offer customer experience programs in key markets, including China, Singapore, the United States and South Korea.

 

In China, the brand will host a pop-up introducing the First Care Activating Serum and its ginseng research. In Singapore, it will introduce its brand philosophy and research achievements to global media, beauty experts and influencers.

 

In the United States and South Korea, Sulwhasoo plans to present culture and arts-focused pop-ups in collaboration with global artists.

 

A Sulwhasoo brand official said, "The 60th anniversary of the First Care Activating Serum is more than a celebration of a product launch. It is a meaningful milestone for looking back on the value and achievements of Sulwhasoo's long-standing ginseng research."

 

"Through this campaign, we hope more customers will discover the value of the First Care Activating Serum and the meaning of beauty shaped through their own time," the official added.

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