Amorepacific Makes Fresh Start for Turnabout After Brushing Pandemic

A view of Sulwhasoo’s First Care Activating Serum VI.

Amorepacific is expected to fully overcome the sagging business caused by the COVID-19 pandemic.

As the beauty market is mounting a comeback, Amorepacific saw its operating profit for the 4th quarter of 2022 surge more than 40 percent over the market’s consensus.

In an electronic filing issued on Feb. 2, Amorepacific Group said it chalked up 57 billion won in operating profit in the fourth quarter of last year, a 122.2 percent year-on-year jump compared to the same period of the previous year.

But the group posted 4,134.8 billion won in sales for the whole of last year on a consolidated basis, a 15 percent year-on-year decline from the previous year.

The group saw net profit for the whole of last year plunge to 129.3 billion won, a 28.5 percent year-on-year jump percent.

Amorepacific is hitting the gas to explore the North American market by deleting Chinese characters from its luxury brand Sulhwasoo’s packages.

Amorepacific is renewing itself by launching a massive marketing campaign for its popular brand Innisfree.

Amorepacific issued a poster to publicize Sulwhasoo’s First Care Activating Serum VI, unveiling an advertising campaign featuring multicultural models.

The change is designed to reflect global and digital trends, targeting the North American market beyond China.

Amorepacific launched a project to rebrand the brand Sulhwasoo by selecting Rose of Blackpink, a global girl group, last September.

The project has culminated with the release of Sulwhasoo’s First Care Activating Serum VI.

Amorepacific said the project is designed not only to raise the attraction of the brand among both Korean and global consumers, but also to rebrand it to expand major target clientele.

Amorepacific is embarking on a marketing offensive targeting the North American market.

Metropolitan Museum of Art Announces Partnership with Sulwhasoo

The Metropolitan Museum of Art announced on March 9 a new, multifaceted partnership with the Korean beauty brand Sulwhasoo.

The yearlong agreement will support a range of Museum programs and activities aimed at innovating the ways in which audiences engage with and celebrate global heritage.

Max Hollein, The Met’s Marina Kellen French Director, commented: “This exciting partnership provides critical funding for the Museum’s programming and events. We are extraordinarily grateful to Sulwhasoo for their visionary support of The Met’s mission to connect people to art and to celebrate cultural heritage.”

Jung Ga-yoon, Senior Vice President of Sulwhasoo, said: “The Met is an iconic destination for art and culture.

Sulwhasoo is a pioneer of K-beauty. With our rich history, Sulwhasoo believes in the value of heritage and its contemporary reinterpretation, which shapes who we are today.

The partnership between us is a celebration of the power of heritage in a very fast-paced world, something we hope will engage and inspire many people.”

Sulwhasoo names Tilda Swinton Named as Sulwhasoo’s New Ambassador

Tilda Swinton, with her unique and unrivaled aura, sets her first step as the brand’s storyteller; delivering the authentic heritage and the artistic spirit of the globally respected luxurious beauty brand, to women around the world.

From BLACKPINK’s ROSÉ to Tilda Swinton, Sulwhasoo completes its Global Ambassador Lineup.

Sulwhasoo, global iconic luxury beauty brand has announced the appointment of Tilda Swinton, the celebrated actress with an unrivaled aura, as their new global ambassador to declare the purpose of the brand.

A view of the Super Vital Radiant Stick. (Photos: Amorepacific)

IOPE Releases Super Vital Radiant Stick

IOPE is releasing the Super Vital Radiant Stick, which can offer elasticity and luster of the skin at any place at any time.

The latest product contains core substances of IOPE’s representative anti-aging line “Super Vital.”

The Super Vital Radiant Stick is a stick version of the Super Vital, which has enjoyed popularity from customers for more than 15 years since its debut.

Super Vital’s anti-oxidant and enriching of Super Flavonoid, an anti-aging substance, have an effect of improving dryness, visible fine wrinkles and the look of elasticity to make skin look radiant.