Pres. Ahn Se-hong of AmorePacific holds a copy of the MOU with Permanent Adviser Kim Chol-jong of the Korea Society for Retired Fire Officers they signed on Dec. 10. (Photos:Amore)

AmorePacific’s Be Ready, the Z Generation makeup brand, signed an agreement to boost the morale of the firefighters with the Korea Society of Retired Fire Officers on Dec. 10.

The MOU signed with the KSRFO is the first campaign of ‘Save the Heroes’ for the Be Ready brand that is designed to help ease the tough times that heroes who make sacrifices for our society have in unseen places.

According to the National Fire Agency figures, the number of firefighters who suffered from the stresses after incurring injuries, and thus assigned as a PTSD danger group, totaled around 10,000 people in the 2015-19 period.

Also, the ratio of firefighters who suffer from various effects from fighting disasters on duty for extended hours was 10 times higher than that for the general public.

While the number of the firefighters who were diagnosed with PTSD is constantly on the rise, the budget for the program designed to assist them has been cut, coming only to 930 million won in 2018 and 700 million won this year.

The Be Ready brand is slated to donate 5 percent of its accumulated profit from the Sept. 2019 to Sept. 2020 period on Fire Fighting Day on Nov. 9, 2020 to be used for the wellbeing of fire fighters.

 The entire donation will be used to secure health equipment for firefighters.

Be Ready is ready to continue to have the Save the Heroes campaign running all the time by making calls on those fighters, our heroes, who go thru tough times.

Within its home country, AmorePacific has a broad distribution strategy. Korea still accounts for more than 70 percent of company sales.

By channel, door-to-door sales represent almost 22 percent of total sales, department stores account for 12 percent and home-shopping/online account for more than 10 percent.

The fastest growing distribution channels are digital and duty free. From a brand portfolio management perspective, AmorePacific’s portfolio can be described as a “house of brands”, where a company manufactures and markets a range of brands.

A close match of AmorePacific’s brand management philosophy can be seen in how Procter & Gamble manages its brands. In this model of brand portfolio management, each brand competes in a specific segment of a specific category.

The markets in which the brand competes can be local, regional or global. AmorePacific’s brands, initially local, are now competing with other personal care and skincare brands at a regional or global level.

AmorePacific has a strong brand management philosophy that believes in developing and establishing individual brands.

The company has not shown any signs of deviation from this philosophy over the years. All new brands that have been launched have company branding support and have been developed and nurtured individually.

Men’s color foundation products put on the market under AmorePacific’s brand “Be Ready.”