Amorepacific reopened its flagship store at its headquarters in Yongsan, Seoul, on April 30, unveiling a next-generation beauty space centered on personalized services. The new venue combines a brand showroom, diagnostic and bespoke cosmetics services, research facilities, and community spaces under one roof.
Bespoke services
The store serves as a showroom for Amorepacific’s K-beauty portfolio, allowing visitors to discover the group’s latest products in a single space. It also offers advanced skin diagnostics, with researchers interacting directly with customers and AI-powered analysis providing real-time assessments of skin conditions alongside forecasts of future changes.
At the heart of Amore Yongsan is “Amore Bespoke,” a cosmetics service tailored to each customer’s preferences. The program allows made-to-order products to be created on-site across categories including base makeup, lip products, and hair care.
As part of the store’s relaunch, the shade range for the Hera Custom Match Foundation service has been expanded to include tones No. 3 through No. 50.
The Hera Custom Match Lip service has also been broadened, evolving from a consultation-based service to include a self-experience zone. Through the newly introduced self-color diagnostic program, customers can identify and try lip colors best suited to them.
Also debuting with the relaunch is the “City Lab,” skin and scalp diagnostic service. Through “My Skin Future,” a diagnostic platform combining decades of Amorepacific skin research with AI-driven analysis, customers can visually evaluate both their current skin condition and potential future changes influenced by lifestyle factors.
Brand-customer interaction
Also within the new Amore Yongsan store, the “Amore Beauty Lab” offers customers the opportunity to go beyond conventional product testing and to be involved in the new product development processes by taking part in trials, sensory response studies, and interviews that directly inform the Amorepacific’s creative teams.
The store "delivers a new kind of beauty experience, from personalized cosmetics and advanced skin analysis to participation in product development. Amore Yongsan is a place where customers can directly experience and co-create," said an Amorepacific spokesperson.
