South Korean beauty and cosmetics conglomerate Amorepacific has said it is introducing new retail experiences in its physical stores.
In the wake of the ongoing COVID-19 pandemic, ecommerce has boomed – leading many shoppers to rethink their expectations for customer experience in the physical world as well. Amorepacific said it was responding to decreases in foot traffic by enhancing the offline experience.
“We know that consumer needs are changing and it’s time for us to embrace new and creative ways to approach them,” said Suh Kyung-bae, Chairman and CEO of Amorepacific Group. “Amorepacific continues to evolve but we will always focus on providing outstanding beauty experiences for our customers.”
Among the “beauty experiences” the company said it was introducing were:
- FACEFIT by ARITAUM, which offers a one-on-one personalised service tailored it individual facial features. The service teaches the exercise of facial muscles and diagnoses individual skin problems
- IOPE lab, where customers receive personalised measurement and genetic analysis of skin type – as well as personalised skincare solutions. A 3D printer, meanwhile, can create personalised hydrogel masks.
- BASE PICKER, a service developed in collaboration with the Korea Advanced Institute of Science and Technology after conducting three years of research on skin tones and foundation colours which allows customers to create personalised foundation and cushion products. The tailored products themselves are mixed on site via a purpose-built robot.
Amorepacific said it was envisioning the offline environment as an experience platform entailing services as opposed to just buying products, and an opportunity to strengthen brand loyalty. The news comes alongside a celebration of its 76th anniversary conducted via the metaverse, with a digital recreation of its HQ.
The company has also committed to a set of sustainability management goals to be accomplished by 2030. Jeonghwa OH, Senior Vice President of Sustainability Management Division at Amorepacific, said, “2030 A MORE Beautiful Promise is our latest commitment as a responsible corporate citizen. With deep empathy toward our customers, society, and nature, Amorepacific will continue to collaborate with every member of our corporate ecosystem to create a positive impact on the world.”
