AmorePacific Chairman Suh Kyung-bae delivers a speech at a ceremony to launch the 2019 busienss year at the group’s headquarters in Yongsan, Seoul, on Jan. 2. (Photos: AmorePacific)

AmorePacific Chairman Suh Kyung-bae.

AmorePacific Group held a ceremony to launch the 2019 business year at the group’s headquarters in Yongsan, Seoul, on Jan. 2. In a New Year’s message he delivered at the event, Chairman Suh Kyung-bae said, “Changes are good opportunities to pursue new innovation, so we do not fear it, hesitate and need to enjoy the present’s all changes.”

Citing generations and customers’ changes such as the 4th Industrial Revolution, Millennials, and Generation X, Chairman Suh said, “AmorePacific has to be a company that understands cosmetics better than any one and produce them, not just a company producing cosmetics.”

He called for group executives and staffers to concentrate their willingness and capabilities to create and spread “Asian Beauty,” a new-level goal that fundamentally goes above K-beauty frenzy.

Chairman Suh stressed the significance of customer orientation. He emphasized three core action tasks – development of innovative products, enhanced customer experiences, and digital changes, saying that all things AmorePacific does will be determined by customers, and it’s more important to aggressively dash to their heart, not staying away from them. 

 As for the development of innovative products, he suggested the keywords “unmatched edge.” He urged them to develop “The world’s first and prime world-class products with an unmatched edge that others cannot follow.”

In order to improve customers’ experiences, he said diverse customer experiences need to be offered unlimitedly inside and outside outlets in an era of omni-channel approach that goes beyond on-line and off-line boundaries and to make all-out efforts to make aficionados based on interaction with customers. He also called for maxing out companywide digital uses.

In particular, analyzing that digital and mobile have the greatest impact on the cosmetics industry of late, Chairman Suh stressed omni-direction communications with customers via multi-channel approach such as AI, big data and cloud.

In the meantime, last year, AmorePacific Group carried out a preemptive step of restructuring to concentrate specialized capabilities each on brand marketing and sales and ramp up new growth segments such as custom-duty and digital. Based on the move, AmorePacific plans to cope with a distribution paradigm shift, accelerate global market exploration, brace for future management, and build a highly immersive organization.

AmorePacific, ‘Asian Beauty Creator’

AmorePacific Group plans to aggressively implement global businesses at countries across the globe in which the group has a presence in 2019.

The group is committed to realizing the corporate mission “Asian Beauty Creator” to spread Asia’s beauty gems to the world. Since 1945 when it was established, AmorePacific Group has conducted activities to explore the genuine beauty and values, which have been forgotten by westernization and communicate with the world. True to the management tenet the beauty only AmorePacific can create sums up “Asian Beauty” the group have explored and inherited it.

AmorePacific Group has put its soul and mind to spread Asian Beauty to the world since 1964 when it exported home-made cosmetics under the brand “Osca” for the first time.

In 2019, the group entered Australia, the Philippines and the Middle East. Last march, the group’s premium brand “Laneige” set up shop at all outlets of Sephora Australia in Sydney, Melbourne and Brisbane as its first step of efforts to tap the Austrian market.