Chairman Suh Kyung-bae of AmorePacific.

The participants at a recent meeting to forge ties between the owner of Aritaum of AmorePacific and its supporters pose to uphold the value of the cosmetics product.

A group of supporters of Aritaum participate at a meeting to study the ways to let the cosmetics product to grow in popularity around Korea.(Photos:AmorePacific)

In order to set up sustainable growth as a global enterprise, AmorePacific considers that it should have the support of a surrounding environment and a healthy mutual survival with its cooperative firms. The cosmetics giant, therefore, believes it should grow together with its cooperative firms to enhance its competitive power.

Thus, the cosmetics firm has been conducting diverse cooperative activities with its cooperative partners based on the organic ecological mutual survival system. The company has been doing its best to be a Great Global Brand Company in the truest sense through harmonious development with its partner cooperative firms.

AmorePacific also won the honor of being selected as a management company for the National Manpower Resource Development Consortium Project. As a key area for a project run by the Ministry of Labor and Employment, the company tried to transfer technology and production knowledge to cooperative firms in a bid to boost the technological capacities of the cosmetics industry. 

Last year, in particular, the company focused on information for knowledge and technology that can be shared instantly at jobsites. As a result, the company has been able to boost the quality and satisfaction of participants at education courses.

AmorePacific also set up a 3.5 billion won fund in addition to a 20 billion won fund that has been operated by the company as a mutual survival fund. At the same time, the company introduced a mixed support system in connection with the financial community so that it can provide very beneficial interest rates its cooperative firms.

At the same time, the cosmetics firm has been urging its cooperative firms to improve the quality of their products, uphold fair trade, ethical management, and strengthening environmental management. Those goals were based on results gained from an evaluation of sustainable possibility and the need to acquire intelligent property rights for so that they can secure the protection for their technologies.

The door-to-door sales kicked off by AmorePacific back in September 1964 have been the subject of adoration by customers. That’s been leading the development of the cosmetics industry in general. 

The company now has a total of 36,000 “Amore Counselors” around the country engaged in door-to-door sales of its cosmetics products and over 400 kinds meetings involving around 3 million people. The cosmetics products include such brand name products as Sullwhasoo, Hera, Vital Beauty, Primera, Rolitarempica, Osullok, Ryeo Hwayunsaeng and Illie, totaling some 400 products in eight brands. 

The company also set up the Council for the Companionship Growth for Visitation Sales to learn what’s happening at the visitation sales more closely and to discuss the future vision for the sales campaign with the cooperative partners on the home visit sales.

The five key core values in the AmorePacific were established to by reforming the related systems to the extent that they will help build a transparent business environment culture. The company has also been listening to the problems of people involved in home visit sales through the 365 Call Center and the Special Agencies Growth Support Program. The company plans to solve any problems instantly by stepping up support activities.