Amorepacific has successfully concluded its exhibition of 'Beauty Concierge,' an AI-powered integrated beauty service platform, at 'AWS Summit Seoul 2026' hosted by Amazon Web Services (AWS).
AWS Summit Seoul 2026 is Korea's preeminent cloud and AI conference, serving as a dynamic platform to share the latest cloud technology trends alongside industry-specific innovation case studies. During the event held over two days on May 20 and 21 at COEX in Samseong-dong, Seoul, Amorepacific unveiled a seamlessly integrated beauty experience that elegantly bridged its deeply cultivated beauty research prowess with state-of-the-art diagnostic services empowered by AI.
The Amorepacific Beauty Concierge booth adopted a compelling 'Beauty Tech Lab' concept. Evoking the ambiance of a high-tech laboratory and infusing the Amorepacific brand identity, it projected a technology-centric experiential environment rich with premium appeal. Amorepacific secured exhibition space at the event by seizing the top prize at the 'AWS Summit Seoul BoB (Battle of the Best)' competition held in November of last year. BoB is an exclusive contest where industry-specific demonstration proposals leveraging AWS services are submitted, showcased over three days, and voted upon. Amorepacific competed and prevailed under the theme of 'K-Beauty Designed by AI.'
On the exhibition floor, the company delivered a suite of services—including ▲ AI Skin Diagnosis, ▲ Skin Tone Diagnosis, ▲ Scalp and Hair Diagnosis, and ▲ Personal Color Diagnosis—seamlessly intertwined with Amazon Bedrock AgentCore, AWS's formidable generative and agentic AI platform. Complementing this, bespoke makeup technologies tailored precisely to users' skin tones and personal color diagnostic outcomes were demonstrated. Each diagnosis yielded personalized insights, enriched by 1:1 consultations offered by experts from the Amorepacific R&I Center, culminating in an integrated beauty experience harmonizing technology with professional advice.
This exhibition captivated attendees, drawing attention through the integration of technological elements realized in collaboration with AWS. Utilizing a QR code-based user identification system, multiple diagnostic services were delivered in a fluid continuum, while AI-powered advice synthesized individual diagnoses to achieve a refined, bespoke user experience. Through this, the company illuminated its vast potential to transcend traditional single-service models and emerge into a completely integrated beauty service platform.
Seunghwan Kim, CEO of Amorepacific, who embarked upon an expo booth tour and attended the AWS Leaders Forum on the first day, reflected: "This exhibition served as a stage to validate the potential of holistic solutions that integrate and analyze a wide array of diagnostic data, transforming them directly into personalized customer experiences." He elaborated, "The Beauty Concierge booth stands as a platform encapsulating Amorepacific's strategic direction in line with the hyper-personalization demanded by the modern consumer."
The Amorepacific Group has formally proclaimed its 'AI First' (artificial intelligence-based work transformation) strategy as a cornerstone initiative vital for realizing its mid-to-long-term vision of leadership within the global beauty & wellness industry. At CES 2025, the company was honored with a prestigious Innovation Award for 'Wanna-Beauty AI,' a personalized virtual makeup try-on solution, and showcased its 'AI Skin Analysis and Care Solution,' an advanced innovation developed through deep learning grounded in evaluations of captured skin imagery by clinical skin experts. Additionally, continuing the momentum from last year's unveiling of 'AMORE CHAT,' an AI-powered customer consultation chatbot service, the company is actively spearheading an AI strategy this year, expanding its services to global AI platforms with the launch of the 'AMORE MALL' app on ChatGPT.