Sulwhasoo Beauty from Your Culture Campaign

In 2017, Sulwhasoo expanded its traditional culture preservation activity 'Sulwha Cultural Exhibition' into a global CSR campaign 'Beauty from Your Culture.' The exhibition program was initiated with a goal to establish communication between different generations through the encounter of tradition and contemporary issues for young generations, continuing for 14 years since 2006.
In 2019, MICRO-SENSE: House of Pattern was organized as a way to present traditional patterns of butterflies, birds, and flowers as symbols of happiness and beauty in forms of contemporary drawings. The exhibition provided an opportunity to acknowledge the value and beauty of traditional patterns, showing such patterns in living spaces.
Sulwhasoo also launched a limited edition product made of Shine Classic Multi Powder Compact and Color Pact, giving customers an opportunity to join the company`s cultural Mecenat activities. The proceeds from sales were used to support activities to preserve cultural assets in different countries. In Korea, artisans were provided with support; in China, intangible cultural assets were restores; and in Singapore, the Asian Civilization Museum in Singapore received support for its maintenance.

LANEIGE Refill Me Campaign

As a campaign to provide drinking water to water deficit countries and onserve water resources, Refill Me campaign has been expanded as a global effort since 2016. Each year, the campaign has been proceeded with Laneige`s key products. The proceeds from sales are donated to a Korean NGO to conserve water resources, supporting drinking water provisions and emergency projects around the world. In addition, the sales proceedings are donated to NGOs in ASEAN countries, helping children in water deficit countries by providing clean drinking water. Through the campaign, additional ten underground water wells were installed and a number of outdated water pumps were fixed.

innisfree PLAYGREEN Festival

PLAYGREEN Festival delivers that eco-friendly life can be realized with fun and pleasure in everyday life. The 6th PLAYGREEN Festival took place in October 2019 at Seoul Forest under the slogan, “I like zero,” promoting the practice of zero-waste life. At the festival, visitors were provided with multi-use food containers made of bamboo-based materials. Visitors with tumblers were given free beverages. The benefit made by the festival was donated to forestation projects through the innisfree moeum foundation.

innisfree Eco Handkerchief Campaign

Eco Handkerchief campaign promotes the use of handkerchiefs to save our green planet. Celebrating its 10th anniversary in 2019, the campaign delivered the positive message of doing small actions to save the environment under the slogan, "I play green, I like me." The eco handkerchiefs came in three different designs depicting PLAYGREEN actions. The handkerchiefs were distributed at innisfree stores and PLAYGREEN Festival.

innisfree Green Holiday Campaign

Every Christmas, innisfree launches limited editions to promote its Green Holiday Campaign under the motto of "Make my joy become warmth for someone." Customers who buy the campaign`s DIY kits participate in donation activities. In 2019, the campaign was presented under the theme of "Turning our minds on, sharing our joy with others." The proceeds from sales from the paper speaker DIY kit were donated to Save the Children`s support program for foster care homes.

primera Love the Earth Campaign

Since 2012, primera has been organizing Love the Earth campaign to preserve wetlands where the vitality of the Earth is accumulated. In April 2019, 'My Wetland Home in Seoul' was hosted in Seongsudong, Seoul, providing an opportunity to experience the ecological wetland in the urban environment. In October, primera also launched Alpine Berry Watery Cream Love the Earth Limited Edition. The product containers were designed with characters depicting cute otters – the endangered species living in the habitat of wetlands. The limited edition product was also packaged in recycled plastic containers, emphasizing Amorepacific`s effort to preserve environment.

primera Let's Love Campaign

Every winter, primera launches the limited edition of Mango Butter Comforting Line and implements Let`s Love campaign. Launched in 2013, the campaign improves the living conditions of girls in Jamui, India, who have no access to education due to poverty and gender discrimination. In 2019, a total of 1,500 trees were delivered to homes in Jamui. In November, the brand launched limited edition products inspired by letters and drawings by girls in the region, conveying the message of love and hope. In addition, the girls in Jamui were provided with an opportunity to visit Patna, the capital of Bihar Province, to experience the broader world.

HAPPY BATH Less Plastic Campaign

HAPPY BATH implemented Less Plastic campaign to recycle plastic in everyday life for "Happier Earth and the Environment", realizing the core brand value of 'wishing every moment of encounter to be happy.' On the World Environment Day in June 2019, promotional campaigns to reduce plastic were implemented both on and offline. Along with the campaign, HAPPY BATH applied easy-peel film in its essence body wash products and donated part of the proceeds from sales to World Wildlife Fund. From the development of easy-torecycle product packaging of body wash products, Happy Bath will actively respond to the plastic waste issue and expand its campaign to promote convenient ways to preserve the environment in everyday life.

mise-en-scène Short Film Festival

For the past 18 years, mise-en-scène has been sponsoring the mise-en-scène Short Film Festival, believing that genuine support for culture and arts makes the world a more beautiful place. By sustaining its support for the minor artistic genre of short films, the film festival is contributing to the production of short films and the long-term development of Korean film industry. In 2019, the 18th mise-en-scène Short Film Festival was held under the theme of 'Imagination of Genre Exhibition'. A total of 1,184 entries were submitted to the film festival, of which 59 were shown at theaters.