THE WHAT? Amorepacific has reopened its flagship AMORE YONGSAN store in Seoul, introducing a next-generation beauty retail space focused on personalised beauty, AI-powered diagnostics and customer participation.
THE DETAILS Located at the company’s headquarters in Yongsan, Seoul, the revamped flagship operates under the concept of a “House of New Beauty,” reflecting Amorepacific’s corporate vision to “Create New Beauty.” The space combines a brand showroom, research hub, bespoke cosmetics services and community-focused experiences. Customers can access AI-driven skin and scalp diagnostics, personalised cosmetics creation and wellness-focused services tied to the company’s “Holistic Longevity” philosophy. Key offerings include the AMORE BESPOKE service, which creates customised makeup, lip and hair care products on-site, alongside expanded HERA CUSTOM MATCH FOUNDATION and HERA CUSTOM MATCH LIP experiences. The flagship also features the MISE-EN-SCENE PERFECT SERUM BESPOKE service with up to 45 customised hair serum combinations. In addition, the new CITY LAB service uses AI and decades of skin research data to analyse current and future skin conditions. International visitor services include multilingual support, global payment systems and tax refund services, while dedicated event spaces will support launches, influencer programs and VIP experiences.
THE WHY? The reopening reflects Amorepacific’s strategy to strengthen customer engagement through personalised beauty technology, experiential retail and advanced K-beauty innovation.
Source: PR Newswire
