Amore emerges as Asian Beauty Creator

Firm develops innovative products through strenuous research endeavors

By Lee Hyo-sik

Amore Pacific, Korea’s largest cosmetics maker, has introduced hundreds of innovative beauty products over the years through strenuous research and development efforts, securing tens of millions of loyal customers not only at home but also globally.

Under the company motto of ``Offering safe and superior products through high-quality ingredients and innovative technologies,’’ Amore, founded in 1945, has emerged to become one of the world’s leading beauty brands.

Amore’s ceaseless research endeavors and superior technology have created a wide range of popular cosmetics, including the latest skin essence made from extracts of pine needles.

A new integrated research, manufacturing and logistics complex, which opened in Osan, Gyeonggi Province, in April, has provided a further boost to Amore’s drive to become the world’s seventh largest beauty product maker by 2020 through the introduction of innovative products.

At the ``Beauty Campus,’’ the firm operates a botanical garden where a wide array of plants whose ingredients are used for various skin and other cosmetics products are grown.

``The botanical garden shows our strong commitment to customers that we offer safe and superb products at affordable prices. We grow plants that provide base materials, and conduct thorough research on them,’’ a spokeswoman for Amore Pacific said. ``Under our corporate slogan of `Good products come from good raw materials,’ we are doing our best to create the greatest value for our customers.’’

Currently, the company cultivates a total of 200 different types of plants, including herbs and rare wild flowers.

She said the company has opened the garden to the public, including local residents. It also plans to arrange a visitors program for those seeking to tour its manufacturing process, as part of efforts to improve customer relations.

`Hanyul Optimizing Serum’

While studying pine trees growing in the garden, Amore researchers discovered that brownish pine needles contain high levels of activated vitamins, compared to green ones.

``We have seven types of pine trees. Our researchers found that brownish pine needles turn the soil more acidic, creating an optimal environment for microorganisms. This has made soil conditions suitable for pine mushrooms to grow,’’ the spokeswoman said.

The researchers extracted elements from pine needles through a fumigation process and then tested them for health benefits.

They found that the extracts help prevent skin from being damaged by ultraviolet (UV) rays. Skin exposed to UV rays loses vitality and shows signs of aging due to DNA damage.

``Through strenuous research and development, we developed Hanyul Optimizing Serum. During a three-week clinical test, all participants were satisfied with the latest product, reporting significant improvement in facial texture,’’ the spokeswoman said.

Users apply the serum to the face after cleansing, Amore said, adding it protects facial skin from harmful sunlight, and has an anti-aging effect.

The firm said it has sold 6.5 billion won worth of the serum since its introduction in June. A 70-mililiter bottle is sold for 65,000 won.

Company officials said it has been selling like hot cakes, projecting that sales will continue to remain brisk in the future.

Amore Pacific, which has branded itself as the "Asian Beauty Creator," has 8,657 employees in 12 countries. It operates two manufacturing plants, one each in Shanghai and Paris, while managing retail outlets in 12 markets.