Amorepacific hosts 17th Brand Challenge finals in Seoul

Amorepacific held the finals and awards ceremony for its 17th Brand Challenge at its headquarters in Yongsan, Seoul. The competition is a marketing contest designed to discover global talent capable of leading the company’s ‘New Beauty’ vision.

This year’s event saw participation from 1,101 teams across five countries, including South Korea, the United States, Japan, Singapore, and the United Kingdom. Participants were tasked with developing marketing strategies for brands such as Laneige, Innisfree, Etude, or COSRX under the theme ‘Connect Your Vibe - Co-creating Our Brand Universe.’

The grand prize was awarded to the ‘PPP team’ from Sookmyung Women's University in South Korea for their work on the Etude brand. Other winners included a joint team from the University of Toronto and Rhode Island School of Design, and a team from Ritsumeikan Asia Pacific University.

Beyond prize money, finalists received professional mentoring and exposure to K-beauty culture. Winners also receive recruitment benefits, including exemptions from document screening for general positions at Amorepacific and opportunities for internships.