[Report] Visiting Amore Seongsu... "Applying Makeup Like Drinking Coffee in a Cafe While Enjoying the Green Garden"

'Wash, apply, and spray' over 3,000 cosmetics experience spaces

Cleansing rooms like hotel powder rooms

Exclusive services introduced as male customers increase

[Asia Economy Reporter Jo Yujin] Under the elevated railway in Seongsu-dong, Seoul. A neighborhood reborn from an old factory district into an art street, now the hottest spot among the 2030 millennials. I visited AmorePacific's experiential store 'Amore Seongsu,' located in a space converted from an old car repair shop. This place, once filled with the smell of oil, has transformed into a beautiful space reminiscent of a medieval monastery.

Since opening last October, the store sees an average of 500 visitors daily, with millennials accounting for 80% of them. Considering the increase in male visitors, a dedicated space and services for men's brands have also been newly established. Visitors can freely apply and spray AmorePacific's 32 brands and over 3,000 products, but except for the signature product Seongsu Toner, no products are sold here; it is a space solely focused on 'experience.'

Upon entering the store, a simple web check-in via tablet PC provides cosmetic sample exchange coupons and Osulloc beverage discount coupons. Passing through the check-in area and following the corridor, you arrive at the cleansing room. This is a thoughtful arrangement allowing customers to thoroughly experience the skincare line first.

The four separate washbasins are luxurious and spacious, like a hotel powder room. Store manager Kim Seonnyeo said, "Some customers wear hair turbans and take selfies or post them on their social network services (SNS)," adding, "Customer reactions to the cleansing room are very positive."

Moving to the center of the store, you find the Beauty Library, which encompasses all AmorePacific brand products. Over 3,000 skincare and makeup products are displayed on the store walls and central tables.

The central table is arranged by season and formulation, making it easy for customers to find and test the products they want. When customers hold their smartphone cameras over the QR codes attached to the back of the products, they can search for product information or make purchases. Customers can fill the provided baskets with their desired cosmetics, from basics to color makeup, and test the products wherever they like.

High-end lines such as Sulwhasoo and Hera are also freely available for testing. The most sought-after products recently are IOPE's new Retinol Expert 0.1% and Sulwhasoo cleansing products. Park Yeji (23), who was trying out products, said, "It's great to be able to freely apply all the brands' products that you usually only see in department stores without worrying about the staff's gaze."

Although it was a weekday afternoon, the store was quite crowded with female college students in their 20s, middle-aged men visiting alone, and foreign tourists. The proportion of male customers is about 20% and steadily increasing. As the store became a popular spot for couples since opening, the increase in male customers led to the introduction of a dedicated men's brand table and men's eyebrow services. Store staff member Jo Seoyeon said, "B:Ready brand's foundation and lip balm are especially popular among male customers."

In the lounge overlooking the garden, customers were leisurely spending time testing the products they had filled in their baskets one by one or relaxing with a cup of coffee while sitting on chairs. Some were working alone with laptops open, like in a caf?.

Customers who visit the store typically stay for about two hours. A store employee said, "They sit in the lounge with a garden view to try products or come down from the second-floor Osulloc caf? with light refreshments to rest."

Another attraction of Amore Seongsu is the makeup service. Three resident AmorePacific artists offer 'makeup touching' services, applying makeup on desired facial areas, or customers can participate in monthly makeup classes to learn directly.

This content was produced with the assistance of AI translation services.