AmorePacific Chairman Suh Kyung-bae.

AmorePacific Corp., a global total beauty care provider, is one of the most active Korean companies in carrying out social contribution activities.

AmorePacific has been devoting itself not only to leading the Korean cosmetics and green tea industries by providing the best quality and services based on its management tenet of contributing to society since its foundation in 1945, but also to conducting diverse social contribution activities to be a company that is loved and respected by its customers.

True to its catchphrase “Beautiful Changes in Your Life, MAKEUP Your Life,” AmorePacific is now engaged in sharing management activities. This is the way AmorePacific redoubles efforts to commit to its responsibility and social mission as Korea’s No. 1 cosmetics maker.

On Nov. 29, 2007, AmorePacific become the first Korean cosmetics maker inducted to the list of the UN Global Compact (UNGC) companies. That demonstrated the company’s promise and determination to make continued improvements in accordance with the strategic policy initiative for businesses that are committed to aligning their operations and strategies with 10 universally accepted principles in the areas of human rights, labor, environment and anti-corruption.

AmorePacific’s social contribution activities come in two types operating and sponsoring its non-profit foundation and direct engagement. The company has not only contributed basic assets for the establishment of the foundation, but also donated money every year to operate the foundation and carry out tasks. The company conducts diverse corporate activities and supports staffs’ participation in such events.

A look into the execution of social contribution funds indicates the company’s firm will to carry out social contribution activities in a consistent and continuous manner. AmorePacific founder Suh Sung-whan and Chairman & CEO Suh Kyung-bae’s continuous concern and exemplary engagement in social contribution activities has led to the settlement of a corporate environment for its staff members to participate on a voluntary basis, thus laying a foundation for executing social contribution activities.

Among AmorePacific’s major social contribution activities in focus are the Pink Ribbon Campaign, designed to promote awareness of breast cancer and Green Cycle. In 2000, AmorePacific contributed all the money for the establishment of the Korea Breast Cancer Foundation, a non-profit organization committed to conducting the Pink Ribbon Campaign. A representative program of the drive is the Pink Ribbon Marathon, which marks its 15th anniversary this year. For the past 14 years, a total of 254,000 people participated in the marathon to raise 2.6 billion won in donations. The money has been delivered to the Korea Breast Cancer Foundation to spread a health-sharing environment.

The 2015 Pink Ribbon Marathon runs on its last leg of the relay in Seoul on Oct. 18. AmorePacific said it expects the marathon campaign to serve as a festive opportunity to “dream and enjoy together” through participation of not only women, but also all family members who appreciate the importance of women’s health. 

There will be continuous fixtures such as the so-called “Pink Tour,” a public health care program designed to provide general knowledge and management information to promote the health of women; so-called “Pink Generation,” the general public’s role as ambassadors to inform of the meaning of the pink ribbon; and so-called “Pink Ribbon Chorus Concert,” a program to promote communication among breast cancer patients through singing. The Pink Tour has expanded the scope of venues from hospitals and given locations to any place in which people wanting self-checks into breast cancer can attend. The Pink Tour has established itself as a representative program to provide information women’s health. A combined 180,000 people participated in the program on over 700 occasions between 2001 and 2014. It is noteworthy that the “Pink Academy,” an exciting hands-on program, has made its debut in 2013 as part of the Pink Tour. The academy has enjoyed popularity as participants gain information on the women’s health.

A lot of women and their family participate in the 2015 Pink Ribbon Marathon Competition designed to promote awareness of breast cancer. (Photos:AmorePacific).