[THE INVESTOR] AmorePacific entered South Korea’s up-and-coming customizable cosmetics market on Monday by introducing its first customizable product at its Laneige outlet in Myeong-dong, central Seoul.

Those who visit the Laneige store can create personalized Two-tone Lip Bar lipstick on the spot by selecting two colors they want to mix to match their skin tone. Fourteen colors are available for the inner lip and 13 colors are available for the outer lip, AmorePacific said. 




Laneige’s Two-tone Lip Bar is one of the brand’s most popular products. It rose to fame after Korean actress Song Hye-kyo used the product during an episode of the hit KBS drama “Descendants of the Sun.” Some 1.24 million units of the lipstick have been sold since its release in March 2015, the firm said.

Visitors can first determine their skin tone by using the Laneige Beauty Mirror app, after which a store employee can help find the optimal colors to match their skin tone.

After selecting the two colors, customer can create the lipstick on the spot and have a message engraved on its case. Gift wrapping services are also available.

The entire process takes about 40 minutes. Reservations for the service can be made via http://www.laneige.com/kr from Aug. 12. Customers can also call (02) 3789-4556 to book a time slot.

In March 2015, the Ministry of Food and Drug Safety legalized the sale of customizable cosmetics to diversify and expand the country’s beauty industry.

“We will continue to launch more customized cosmetics to meet the individual needs and demands of our customers in line with recent consumption trends,” AmorePacific said in a statement.

By Sohn Ji-young/The Korea Herald (jys@heraldcorp.com)