Seokyungbae AmorePacific Chairman "Will Introduce 'New Beauty' for a New Era"

Emphasizing Three Key Strategies: Strong Brand, Digital Transformation, and Business Model Innovation

[Asia Economy Reporter Lim Hye-sun] Seo Kyung-bae, Chairman of Amorepacific Group, announced on the 3rd, "Let's present the ‘New Beauty’ that customers desire in the new era."

Chairman Seo Kyung-bae stated in a New Year's video message during the online New Year's kickoff ceremony for the Year of the Black Tiger (Im In Year) that "The New Beauty we will present is a new paradigm of beauty that values the unique beauty inherent in every being and focuses on its potential." He added, "We must expand our business beyond the traditional beauty domain to ‘Life Beauty,’ which encompasses everyday life, and use ‘digital’ technology to find the optimal beauty tailored to each individual," emphasizing that "the foundation of all challenges is active ‘empathy’ for customers and the world."

To this end, Chairman Seo presented three practical goals: 'Strong Brand,' 'Digital Transformation,' and 'Business Structure Innovation.'

To complete a strong brand, the plan is to clarify brand value, focus on nurturing engine products that drive growth, and expand potential businesses such as Derma and Wellness.

Regarding digital transformation, he stressed, "We must form bonds with MZ generation customers and build a strong fandom," and added, "It is urgent to restore the competitiveness of offline channels through digital technology and establish a foundation for future growth with customized and non-face-to-face solutions."

Regarding business structure innovation, the policy is to boldly reduce products that are no longer suitable for the times, optimize inventory management based on data, and review and improve inefficiencies throughout the business to achieve profitable growth.

Chairman Seo Kyung-bae said, "We must always remember that the future is made not by past experiences but by ‘today's aspiration,’" and mentioned, "Amorepacific must become a genuine ‘brand company,’ and the business must be newly organized in the direction customers expect." He continued, "We must boldly discard past inertia and swiftly promote new attempts."

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