Amorepacific begins recruiting participants for the 16th Amorepacific Brand Challenge starting April 18th.

The Amorepacific Brand Challenge is a marketing competition for university students aimed at discovering global talent who will lead the 'New Beauty' business. Originally launched in the early 2000s for university students in Korea, the competition has been successfully held 15 times thus far. Starting this year, it is relaunching with an expanded scope, welcoming participation from university students in the United States and Japan, in addition to Korea.

In this year's Brand Challenge, participants are tasked with selecting one of Amorepacific's key brands LANEIGE, AESTURA, or illiyoon, and proposing innovative ideas for that brand's social media marketing. Through this process, participants will gain insights into Amorepacific's core value of 'New Beauty,' contemplate brand growth strategies, and accumulate practical experience related to the beauty industry.

University students wishing to participate should form teams of three and submit an application form along with their proposal. The semi-finals will be conducted online between June and July, with the finals scheduled to take place on August 27th at the Amorepacific Headquarters. For Korean participants, the Grand Prize team (1 team) will receive KRW 10 million, the Excellence Award teams (2 teams) will each receive KRW 5 million, and the Runner-up Award teams (2 teams) will each receive KRW 3 million. A total of four teams (2 from the US, 2 from Japan) demonstrating outstanding performance in the US and Japan will each receive an all-expenses-paid trip to Korea, equivalent to KRW 10 million. Common benefits for participants from all countries include exemption from the document screening stage in Amorepacific recruitment, opportunities to participate in the university student internship program, and bonus points given when applying for full-time positions at overseas subsidiaries.

An Amorepacific official commented, "The Brand Challenge was designed to enhance our global recruitment competitiveness through the strategic acquisition of global talent," adding, "We anticipate significant interest and participation from global university students with both passion for and interest in beauty and marketing."