Amorepacific’s Sulwhasoo welcomes Chinese Year of the Rabbit with limited edition activating serum

03 Jan 2023 --- Amorepacific’s luxury skincare brand Sulwhasoo is launching a limited edition First Care Activating Serum (Yoonjo Essence) in celebration of 2023 – “the Year of the Rabbit” in the Chinese zodiac. The product is encased in a bottle featuring the folk painting Baeknapdo, epitomizing Korean beauty as a motif, and a rabbit-shaped special cardboard box by Jihambo, Sulwhasoo’s packaging service.

“From old times, the folk painting Baeknapdo holds various meanings of good luck wishing for longevity and good fortune,” the brand shares. 

“A pair of rabbits with white jade-like fur and strong hind legs that enable them to run away from bad energy is voluminously depicted as if they were hugging a moon jar. The Jihambo packaging contains Sulwhasoo’s wish, hoping that 2023 will be a year full of light and abundance for customers.”

The packaging innovation also features a white band tying the box, which consumers can use as a hair band.

The First Care Activating Serum contains Jaumdan, a proprietary ingredient developed with Sulwhasoo’s “unique golden ratio formula,” based on data from the selection of raw materials to processing and manufacturing. It claims to improve skin health and provide healthy radiance.The Jihambo packaging contains Sulwhasoo’s wish, hoping that 2023 will be a year full of light and abundance for customers.

New year new product
Meanwhile, the company’s contemporary Seoul beauty brand Hera is releasing the Sensual Nude line as its first new product for the year 2023. The collection includes Sensual Nude Balm, a clear-colored moisturizing lip balm and Sensual Nude Gloss for plump lips.

Sensual Nude Balm, which comes in seven colors, contains moisturizing ingredients such as evening primrose oil and phytosterol, enabling its moisturizing effect to last up to 30 hours.

The lip balm includes clear glass beads and No. 112 Born Free color, formulated to contain 10,000 ppm (parts-per million) of ceramide with a strong moisturizing effect that keeps the lips hydrated until the next day, according to the company.

Sensual Nude Gloss comes in four colors and provides volume to the lips with its clear and shiny gloss, creating a lip-plumping effect.

Centering on the campaign message of “Born to be Free,” featuring the brand’s global ambassador Jennie, the Hera Sensual Nude line was pre-released on December 28 exclusively through Kakao Talk Gift in a special gift package.

With the start of the new year, the line is available online and through offline channels, including department stores, Amore Mall and the official Naver Smart Store for Hera in Korea. In addition, customers in over 60 countries can also purchase the new product line through the Hera Global Mall.Hera’s Born to be Free campaign features global brand ambassador Jennie for its Sensual Nude collection.

Science-based partnership
The South Korean beauty and cosmetics conglomerate has also initiated a corporate gift agreement with Johns Hopkins University to support an upcoming mid-to-long-term research program, New Beauty Research Initiative (NBRI).

Under the corporate gift agreement, NBRI will work with Johns Hopkins’ commitment to supporting science innovation, which covers a wide range of fields, including fundamental studies and clinical research, to study new targets and mechanisms while also carrying out clinical bioactivity tests on original materials developed by Amorepacific.

“This collaboration between our organizations will contribute to a significant improvement in skin science,” says Dr. YoungHo Park, CTO at Amorepacific Research and Innovation Center.

Edited by Radhika Sikaria