Beauty giant Amorepacific has opened a store near Seoul that it refers to as a beauty library, where customers can scour the shelves of beauty products before relaxing while they test out the ones that catch their eye.
The Amore Store in Gwanggyo stocks more than 2,000 products from Amorepacific’s 43 beauty brands, which include household names in Korea, such as Innisfree, Sulwhasoo and Etude.
The store includes bottles of every product at eye-level which are available as testers, while boxed items available to buy are situated on lower shelves. Customers wanting to try a number of products are invited to take a try before they start exploring the space. When they find a product they like, they can scan a QR code to find out more information and to add it to their wishlist. They can then add the item to their tray and move to one of the many discreet tables dotted around the store to sit down and test the product in a more relaxed setting.
Through their phone they can watch tutorials, read reviews and find out information as they test the product. If they want to buy the product they can either add it to their digital basket and have the item shipped to their home, or they can buy one of the boxed products on the shelves. Once they are finished with their testers, they are asked to leave them on their tray on the table so that a librarian-style store associate can sanitise all of the items and return them to the shelves.
The Beauty Library is free for customers to explore.
The Amore Store is also notable for a premium refill station that allows customers to purchase 15 of Amorepacific’s best-selling shampoo and body wash products in containers made out of coconut shells. Products brought through the refill taps are cheaper than the same items bought via bottles on the store’s shelves to encourage customers to shop sustainably.
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