Customise me: Amorepacific launches new personalised sensitive skin care brand

By Amanda Lim

- Last updated on GMT

morepacific has announced the launch of a new personalised skin care brand for sensitive skin. [Amorepacific / Custom.Me]
morepacific has announced the launch of a new personalised skin care brand for sensitive skin. [Amorepacific / Custom.Me]

Related tags Personalisation Skin care Amorepacific K-Beauty

South Korean beauty conglomerate Amorepacific has announced the launch of a new personalised skin care brand for sensitive skin that offers consumers private one-on-one after-sales consultation services.

Custom.Me products are customised according to a skin analysis application that uses artificial intelligence to analyse the results of a selfie as well as a questionnaire.

According to Amorepacific, the technology it has employed uses “high-quality clinical data evaluated by skin research experts” ​and produces “precise and professional analytical results.”

The mobile application would allow consumers to analyse their skin on the go and without “time and place restrictions”, ​said the firm.

Expert in your pocket

In addition to receiving products that are customised to one’s skin and lifestyle, customers also receive dedicated one-on-one consolations with a beauty advisor through the Custom.Me+ application.

Consumers just need to scan a QR code on their product packaging to start a chat with their consultant. Aside from providing answers and advice, consumers can also receive various skin care and beauty content from their beauty advisor.

Such a service was imperative as skin conditions can change on a daily basis according to various factors, reasoned the company, and gave consumers almost instantaneous access to information about their skin.

Amorepacific launched Custom.Me on February 28 with two customisable products: an essence and an enhancer.

The former is described as a serum to soothe sensitive skin and was designed to address the major symptoms of sensitive skin, including, dehydration, erythema and itching.

The latter is meant to be layered on top of the serum and tackles skin concerns such as wrinkles, pigmentation, and skin recovery.

Both products comes in two different textures to suit the skin needs of different consumers. They utilise ingredients such as prebiotics, PHAs, ceramide, cica extract, hyaluronic acid, and retinol.

“By using effective ingredients specialised for each symptom and a customised microbiome, it relieves sensitive skin symptoms and helps restore skin condition through high-efficiency care,”​ said Amorepacific of its products.

Custom.Me is the latest personalised beauty venture started by Amorepacific. The firm started experimenting with personalised beauty products in 2017 with several of its brands, including, Laneige, Innisfree, Etude House, and Espoir.

The company accelerated its investments in the custom cosmetics space after South Korea implemented the world’s first customised cosmetics regulations in March 2020 to boost what it believes is a future growth driver for K-beauty.

Later that year, Amorepacifc launched a 3D-printed mask through IOPE, which was recognised with the 2020 CES Innovation award.

In 2021, the company bagged another CES award for its customised lip make-up system, Lip Factory.

The same year it also launched Base Picker, a customised foundation brand, and Bathbot, a personalised bath brand, which both utilised a robotics system to manufacture the products.

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