Amorepacific Hosts 17th Brand Challenge Finals and Awards Ceremony

Amorepacific held the finals and awards ceremony for the 17th Amorepacific Brand Challenge at its headquarters in Yongsan, Seoul, on August 26. The Brand Challenge is a college marketing competition aimed at identifying future global talents to embody the vision of 'New Beauty.'

This year’s competition began recruiting participants in April, followed by the main rounds held from June to July, culminating in the finals on this date. A total of 1,101 teams participated, with ten teams reaching the final stage after passing preliminary and main rounds.

This year marked the addition of Singapore and the UK as new participant countries, expanding the competition's scope to a total of five nations, including Korea, the USA, and Japan. The format was based on integrated judging rather than country-specific assessments, allowing global students to compete on an equal footing.

The task this year centered on the theme 'Connect Your Vibe - Co-creating Our Brand Universe.' Participants selected one of Amorepacific's brands – Laneige, Innisfree, Etude, or COSRX – and proposed marketing strategies that could enhance the brand's identity and activate local communities in conjunction with a global student fanbase. Each team presented diverse ideas based on their understanding of local markets and consumers to realize Amorepacific's vision of New Beauty.

The final judging awarded the grand prize to the 'PPP Team' from Sookmyung Women's University for their work on the Etude brand project. The Excellence Award went to the '333 Team,' comprised of students from the University of Toronto and the Rhode Island School of Design, and to the 'Playitラボ Team' from Ritsumeikan Asia Pacific University in Japan. Furthermore, the 'The Wonder Triad Team' from the State University of New York College of Fashion Technology, along with the 'Pepsnight Team' – a collaboration of Ewha Womans University and Sookmyung Women's University, and the 'Summer Series Team' from Singapore Management University, each received Honors Awards.

The grand prize winner was awarded 10 million KRW ($8,500), while each of the two Excellence Award teams received 5 million KRW ($4,250), and each of the three Honors Award teams received 3 million KRW ($2,550). Participating teams that reached the finals were fully funded for their travel costs to join the finals program in Korea.

This year's Brand Challenge included diverse programs centered around the Amorepacific headquarters in Yongsan, allowing participants to directly experience Amorepacific and the global beauty industry. Participants engaged in activities like headquarters tours, global strategy sessions, and mentoring with current brand marketers, gaining insights into brand growth strategies and marketing practices in the global market. They also visited cultural sites such as the Sulwhasoo House in Bukchon, the O'sulloc flagship store, and Amore Seongsu, experiencing Amorepacific's brands and K-beauty culture firsthand.

Finalists are also offered the opportunity for advantageous hiring considerations with Amorepacific. They will be exempt from document screening when applying for full-time positions at headquarters, and those interested may participate in a college internship program. Additionally, extra points will be awarded for applications to overseas subsidiaries.

Shin Hye-young, Vice President of the Human Resources and Organization Department at Amorepacific, stated, “The Amorepacific Brand Challenge serves as a platform to discover talents who will lead the future of the global beauty industry and to confirm their growth potential. We will continue to expand the range of participating countries to develop this into a global platform attracting exceptional talent from diverse nations.”