AmorePacific is the 12th largest cosmetics company in the world. Based in Seoul, South Korea, the company is the maker of 30 beauty brands, including Innisfree, Sulwhasoo, Laneige, Mamonde, Etude and more.
Following the birth of ABC Ginseng Cream in 1966, Sulwhasoo was created as a holistic beauty brand based on Asian medicinal herbs such as ginseng.
Sulwhasoo is named for the exquisite allure of winter blossom springing forth in the snow and was the first Korean beauty brand to mark 1 trillion KRW (AU$1 billion) in annual sales, rewriting the history of the Korean cosmetics industry.
Sulwhasoo recently launched the fifth edition of its best-selling Concentrated Ginseng range; Concentrated Ginseng Renewing Cream, Concentrated Ginseng Renewing Cream Classic, Concentrated Ginseng Renewing Water and Concentrated Ginseng Renewing Emulsion.
The new Concentrated Ginseng Range was revealed to media with a briefing in the Golden Age Cinema & Bar by Madeline Li, Marketing Manager, Australia – Laneige & Sulwhasoo and John Jeong, Marketing Manager, Australia – Laneige & Sulwhasoo. During the presentation, it was announced that Sulwhasoo would be available on Adore Beauty from April 10.
The brand was previously available exclusively at Sephora Australia and NZ.
A virtual tour of the Sulwhasoo Flagship in Seoul was showcased by Hailey Park, Sulwhasoo Global Marketing Manger.
Guests then headed upstairs to Paramount Recreation Club for a sound bath session, hosted by Phoebe Joel of Tibetan Sound Healing.
The four newly updated ginseng products feature the unique ‘ginsenomics’ developed by Sulwhasoo Heritage & Science Centre, after over 50 years of research on the short, slow-growing plant with fleshy roots.
The history of studying ginseng began with the idea that if ginseng is good for the body by eating it, it will also be good for the skin by applying it.
However, ginseng contains less than 1 ppm of Compound K, which delivers the best effect and benefits to skin, making it difficult to use in cosmetics.
Amorepacific researchers made a continued effort to secure the technology to extract a significant amount of Compound K from ginseng.
‘Ginsenomics’ is an anti-aging ingredient that enriched Compound K by 6,000 times using a bioconversion technology.
According to Sulwhasoo, ginsenomics boosts skin’s moisture, enhances elasticity and revitalises skin, helping it to become more resistant to various types of external stimuli.
Images from the launch event below. PR by Viska PR. All photos by Esteban La Tessa.
Sulwhasoo and Laneige, Marketing Coordinator,
John Jeong, Marketing Manager, Australia – Laneige & Sulwhasoo, Madeline Li, Marketing Manager, Australia – Laneige & Sulwhasoo.
