Amorepacific has reopened its AMORE YONGSAN flagship in Seoul following a redesign centered on personalized beauty and interactive retail. The company said the site, located at its Yongsan headquarters, now operates under the concept of a “House of New Beauty.”
AI Diagnostics and Bespoke Services
The new flagship includes AI-driven skin and scalp diagnostics, on-site personalized cosmetics creation, and wellness-focused services linked to Amorepacific’s “Holistic Longevity” positioning. The company said key offers include its AMORE BESPOKE service, which creates customized makeup, lip, and hair care products in-store.
The updated space also expands HERA CUSTOM MATCH FOUNDATION and HERA CUSTOM MATCH LIP services, while MISE-EN-SCENE PERFECT SERUM BESPOKE now offers up to 45 customized hair serum combinations.
Research-Led Retail Format
Amorepacific said the flagship combines elements of a brand showroom, research hub, and community-focused experience space. A new CITY LAB service uses AI and long-term skin research data to assess both current and future skin conditions.
For Dewsia readers, the more relevant signal is strategic rather than architectural. Amorepacific is using the Yongsan flagship to test a higher-touch retail model built around diagnostics, participation, and product customization rather than conventional display-led beauty selling.
