The beauty that we have loved, <Yuhaenghwajang>
Book, Films, Offline exhibitions, SNS, Goods
We started a project called "Yuhaenghwajang" which means "fashionable makeup" to find beauty of self-definition through the past, present, and future through Korean makeup culture. We interpreted rare data from more than 800 references into contemporary language, and then published a beauty curation book which will play a key role in the Yuhaenghwajang project. We then create a film featuring characters from different eras meeting in one place to convey the idea that every era has its own beauty. We also opened an exhibition recreating the 80s, allowing people to experience an era they may not have lived through or share their own memories.
Client / Manufacturer
Design
AMOREPACIFIC
SEOUL, South Korea, KRAMOREPACIFIC
SEOUL, South Korea, KRJungwon Heo, Ohkyung Lee, Youmi Yeo, Nari Cheon, Seungwon Nam, Jeeyeh Yeo, Eunmin Jo, Yuseok Heo, Eunyoung Ko, Younghun Hyun, Kanghyuk Son, Ria KimDate of Launch
2022
Development Time
up to 24 Month
Target Regions
Asia
Target Groups
Consumers / Users