[Sponsored Report] AmorePacific offers a hand to cancer patients
Held twice a year, the AmorePacific Makeup Your Life event kicked off Sept. 16 at Seoul National University and will take place until Nov. 13.
The campaign is run by a volunteer team composed largely of “Amore counselors” and beauty specialists from the door-to-door sales department. As of last year, 9,221 female cancer patients and 2,904 Amore counselors have participated in the campaign.
During the event, AmorePacific’s beauty specialists and volunteers will provide tips related to makeup and skin care, and will also advise on how to do things like self-diagnose basic skin conditions. In some hospitals, a public figure or an Amore counselor who is also a cancer survivor will share their story to encourage participants currently fighting the disease. Meanwhile, for patients who cannot attend the actual event due to difficulty walking or lack of time, counselors will be available to personally visit homes or hospital rooms.
The campaign’s intent is to help female cancer patients overcome the depression that often follows cancer treatments and encourage them with a positive attitude towards life and beauty.
A research paper published last February has proven the medical effectiveness that the Makeup Your Life campaign has on cancer patients. Dr. Kim Sung-Won, a breast cancer specialist at Daelim Sungmo Hospital, studied participants in the Makeup Your Life campaign and discovered that they saw significant drops in the indices that measure negativity and unhappiness. Published in the renowned “European Journal of Cancer Care,” this was the first research conducted in Asia to prove the actual outcome of makeup training sessions for breast cancer patients.
For this research, the psychological state of 60 patients who went through breast cancer surgery was measured before and after the makeup training session. The study showed that the sessions had a significant influence on improving patients’ control of negativity and behavior patterns evoked by stress from medical treatment. After a single session, the patients’ stress index dropped by 17 percent and the degree of evasive response towards cancer fell by 12 percent. Confidence in appearance, a stronger will to endure treatment and satisfaction in marriages also showed improvements.
The Makeup Your Life campaign is just one of many campaigns AmorePacific has prepared for this year’s second half. Collaboration projects with Kukka, an Internet-based flower subscription brand, and Coloz, a community that helps people choose the colors that best fit their personalities, are also in the works. Cultural sessions, such as practicing tea ceremonies, flower art and learning how to select personal colors, will improve their mindset, providing a broad range of experiences to improve their beauty from the inside out.
“Amore counselors have been working to spread the value of beauty into our society since 1964, when we first started door-to-door sales” said Ryu Je-chun, AmorePacific’s vice president. “Through Makeup Your Life, we intend to send our message of hope to the patients that one day, their hard work will pay off, and their beauty and vitality will come back to them.”
For further information about the campaign, call the 2015 AmorePacific Makeup Your Life secretariat office at 02-318-8673 or email email@example.com.