This comes after the 2023 launch of its customised foundation service called Silky Stay Custom Match, which exceeded 4,000 product sales at the Amore Seongsu store within one year.
The newly introduced Sensual Lip Custom Match allows customers to personalise lip products from Hera’s representative Sensual range that best suit their skin tone and needs.
A total of 142 shades, three formulation types (velvet, gloss and volumising), and five scents are available to produce up to 2,000 product variations in real time.
Consumers can make a reservation on Amore Seongsu’s official website and visit the store, where each individual’s skin will be analysed using a technology that combines Amorepacific’s skin colour research and Hera’s unique colour diagnosis solution powered by artificial intelligence (AI).
After the colour, brightness and saturation of one’s skin tone has been analysed, an optimal colour will be recommended. The customer will then be able to select their preferred formulation, shade and scent, and a trained staff will make the product onsite.
Based on the diagnosis results, the customer can also receive consultation from a professional makeup artist on other colour cosmetics that match their skin tone, and also enjoy an engraving service for their purchase.
“Amore Seongsu is an experiential store where visitors can test products in person and purchase from over 30 brands under Amorepacific. Every month, new themed exhibitions and brand pop-ups are unveiled, accompanied by a suite of personalised services that set us apart.
“These include the Custom Match services, where customers can craft foundation and lipstick that seamlessly match their skin tone, and CUSTOM.ME, where individuals can concoct a Bespoke Essence based on their skin analysis. Additionally, visitors can elevate their makeup skills through classes taught by our professional artists,” the firm said.
Regional growth
According to Amorepacific, Hera’s hero product Black Cushion Foundation has achieved top sales in the luxury makeup category in the third quarter (Q3) of 2024.
“Despite luxury makeup being a category with little sales fluctuation due to high customer loyalty to brands and products, the Black Cushion has set a meaningful record of ranking first in overall channel sales (department stores, boutiques and e-commerce) and across the entire colour cosmetics category, including lips and face.”
Following its debut in 2017, the product quickly became a bestseller and has remained a crowd favourite, with its popularity attributed to “thin texture, lasting power, and coverage”.
Notably, the introduction of cushion foundations by Amorepacific significantly changed the cosmetics space by enabling users to conveniently apply base makeup with a lightweight finish, which gave rise to the “my skin but better” beauty trend.
The Black Cushion underwent a renewal to provide a “more complete and comfortable application”, and was released in April 2024.
“It has maintained its position as Korea’s number one cushion for seven consecutive years (based on data from Kantar Worldpanel. In February 2024, it surpassed 10m cumulative sales, which is unusual for a single makeup product.
“In addition, it was the first product in the luxury beauty category of Naver Store to receive more than 100,000 reviews over the same period, maintaining an average rating of 4.8 points, which is evident of high customer satisfaction and popularity.”
Beyond the domestic market, the Black Cushion is said to be performing well in Japan.
In just one year since entering the Japanese market, sales in Q3 2024 grew 49% year-on-year, and sales of cushion refill products increased 122% within two months of launch as of October 2024.
The company has observed repeat purchases that are indicative of the brand’s steadily growing pool of loyal customers in Japan.
“It has been evaluated that Hera was able to quickly settle into the market through localisation strategies, such as releasing Japan-only colours that are tailored to the characteristics of Japanese customers.”
Hera is currently available at seven locations in the country, including departmental store counters and major multi-brand retailers like Atocosme (@cosme).
Besides Japan, CosmeticsDesign-Asia previously reported that the brand has also seen growth in South East Asian markets, and is accelerating its expansion in Thailand via both physical and online retail channels.
