BeREADY, Amorepacific’s makeup brand for Gen-Z men, donated KRW 25 million worth of mountain rescue equipment for mountain rescuers who are hidden heroes of our society.

The donation was part of the ‘Save the Heroes’ campaign of BeREADY, which was planned to help unrecognized heroes who are faced with difficulties while sacrificing themselves for society.

BeREADY chose mountain rescuers as the second heroes of the campaign. It was a result of a survey conducted by BeREADY in December last year to find heroes. 33% of 1,304 respondents in their 10s and 20s chose mountain rescuers as heroes as they wanted to help.

At the delivery ceremony held at Gangwon Fire Headquarters on November 17, BeREADY donated 50 uniforms for mountain rescuers who are struggling due to a 30% increase in the number of runs for rescue due to a rapid increase in the outdoor activities within the country since the COVID-19 outbreak.

On November 1, BeREADY also released campaign merchandise inspired by mountain rescue equipment to promote hard work of mountain rescuers. The merchandise can be purchased from a vending machine for the campaign installed on the B1 Floor of Amorepacific’s headquarters and Gwanggyo branch of STROL, a select shop for men.

BeREADY plans to continue its ‘Save the Heroes’ campaign to look for hidden heroes of our society who are faced with difficulties.