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[Sponsored Report] Amorepacific flies flag for Korean beauty

Cosmetics maker fascinates first ladies on the sidelines of the Asean-ROK summit

Nov 28,2019
Kim Jung-sook, first lady of Korea, fourth from right, and the first ladies from some Asean countries learn about skin testing technology by Iope, one of the brands under Amorepacific. [YONHAP]
Amorepacific has stepped up as the cultural ambassador representing K-beauty during the 2019 Asean-Republic of Korea Commemorative Summit.

The Asean-Republic of Korea K-Beauty Festival, held from Nov. 25 to 26 at the Busan Exhibition and Convention Center, known as Bexco, showed off a future vision of the beauty industry that is expected to be a key area of cooperation between Korea and the Asean nations.
Amorepacific ran the K-Beauty Harmony Zone exhibition booth during the festival under the slogan “Dreaming of a more Beautiful World.” The booth not only showed off some of Amorepacific’s most popular brands, but also offered opportunities to consider possibilities for mutual growth with other companies.

The Amorepacific display proved popular with Kim Jung-sook, first lady of Korea, and the first ladies of six Asean countries who spent a considerable amount of time at the booth on Tuesday. Iriana Joko Widodo, first lady of Indonesia; Naly Sisoulith, first lady of Laos; Siti Hasmah, first lady of Malaysia; Cielito Avanceña, first lady of the Philippines; Naraporn Chan-o-cha, first lady of Thailand; and Tran Thi Nguyet Thu, first lady of Vietnam, joined Kim at the booth.

The first ladies were impressed by the revolutionary digital technology on display, which hinted at new opportunities in the beauty industry. The group all tried out the products available and were especially fond of some Amorepacific brands, including Sulwhasoo, Laneige and Innisfree.

One popular product on display was the Iope customized sheet mask technology.

Top: The first ladies from Korea and six Asean countries pose in front of the Asean-Republic of Korea K-Beauty Festival. Above: Park Young-sun, minister of SMEs and Startups, and Suvit Maesincee, education minister of Thailand, visit the Amorepacific booth. [AMOREPACIFIC]
The device can produce sheet masks in just 5 minutes using a 3-D printer after analyzing the face and skin type of the customer. The visiting first ladies were able to try creating their own personalized sheet masks.

The sheet mask system has already picked up an Innovation Award for CES 2020, the world’s biggest electronics exhibition.

The Iope technology range doesn’t stop there — the first ladies were also able to try out the Iope Lab skin solution service, which uses skin analysis to recommend the best products for customers.

Kim gave the other first ladies the customized beauty device, skin light therapy II and Innisfree’s mascaras as gifts.

The Blue House earlier gave all the first ladies participating in the 2019 Asean-Republic of Korea Commemorative Summit a Sulwhasoo Timetreasure Luxury set.

Amorepacific first entered Asean in 1998 when it began operations in Vietnam. It has now expanded to Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines.

Through the K-beauty event, Amorepacific is planning to more aggressively target Asean markets, which follow the Chinese markets in terms of size.

By Kim Seung-Jun [kim.Seungjun@joongang.co.kr]


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