Sulwhasoo launched global CSR campaign ‘BEAUTY FROM YOUR CULTURE’

International | 2018.11.27
BEAUTY FROM YOUR CULTURE

Sulwhasoo launched global CSR campaign ‘BEAUTY FROM YOUR CULTURE’

  • - The campaign shed light on the importance of preserving traditional culture
  • - Part of sales proceeds from the Limited Edition will go to support cultural heritages around the world

Sulwhasoo, a leading luxury beauty brand in Korea, launched global CSR campaign ‘BEAUTY FROM YOUR CULTURE’ to promote the beautiful value of traditional culture.

On the belief that the coexistence between tradition and modernity adds value to culture and gives rise to true beauty when human, nature, and cultures are in harmony, Sulwhasoo has committed to preserve traditional culture through the Sulwha Cultural Exhibition for the past 12 years.

Also, launching the Beauty from Your Culture campaign in Korea, China, Singapore, and Malaysia in 2017, Sulwhasoo has contributed to the preservation of cultural heritages around the world. Indeed, the proceeds of the Beauty from Your Culture Limited Edition partly go to sponsor intangible cultural assets in Korea, finance intangible cultural heritage restoration projects in China, and preserve world cultural heritage sites in Singapore and Malaysia.

This year, Beauty from Your Culture is set to enhance its influence as a total of six countries including Thailand and Indonesia are joining the campaign. Sulwhasoo accordingly released Beauty from Your Culture Limited Edition comprised of its best-selling products—First Care Activating Serum EX and Perfecting Cushion EX, allowing customers in Korea and abroad to take part in Sulwhasoo’s cultural mécénat activities by purchasing products. Designed by Jin Dallae & Park Woohyuk, a renowned design duo, the BEAUTY FROM YOUR CULTURE Limited Editions feature stylish reinterpretations of a phoenix symbol, the most valued among gold leaf patterns, to achieve a highly sophisticated beauty.

BEAUTY FROM YOUR CULTURE Limited Edition
BEAUTY FROM YOUR CULTURE Limited Edition
<BEAUTY FROM YOUR CULTURE Limited Edition>

Part of sales proceeds from the Limited Edition will be given to Asian Civilizations Museum in Singapore, George Town (UNESCO World Heritage) in Malaysia, Thailand traditional Khon Mask, and Sekar Kawung which is a NGO to support for Intangible Cultural Properties in Indonesia. Sulwhasoo also signed an agreement with Qinghua University to restore China’s intangible cultural assets and held an exhibition last October in Sanxi Province, China to support lacquer craftsman.

Meanwhile, on the belief that the coexistence between tradition and modernity adds value to culture and gives rise to true beauty, Sulwhasoo has committed to preserve traditional culture through the Sulwha Cultural Exhibition for the past 12 years. The 2018 Sulwha Cultural Exhibition with traditional Korean gold leaf craft presents art works from Kim Deok-hwan, designated as Korea’s Important Intangible Cultural Heritage No.119, as well as 12 teams of contemporary artists from diverse fields, such as spatial design, graphics, objects, fashion, animation, media, and sound.

Sulwha Cultural Exhibition has a variety of programs that allow visitors of all ages to enjoy and participate in traditional gold leaf. Pre-reservation is required for admission and detailed information can be found on the reservation site (www.sulwhasooculture.com). The exhibition will be held at Amorepacific Headquaters located in Hangang-daero, Yongsan-gu, Seoul until 14th December.

2018 설화문화전. 포춘랜드 - 금박展
  • [Product information]
    • Sulwhasoo BEAUTY FROM YOUR CULTURE Limited Edition—First Care Activating Serum EX
    : Includes First Care Activating Serum EX Limited 60ml, Essential Balancing Water EX 15ml, Essential Balancing Emulsion EX 15ml, Concentrated Ginseng Renewing Serum 5ml, Essential Firming Cream EX 5ml, a pouch


    • Sulwhasoo BEAUTY FROM YOUR CULTURE Limited Edition—Perfecting Cushion EX (No. 21, No. 23)
    : Includes Perfecting Cushion EX 15g*2, Gentle Cleansing Foam EX 15ml, a pouch – Perfecting Cushion EX is released with two types (No.21, No.23)

About Sulwhasoo

Inspired by the ultimate beauty of plum blossoms blooming in the snow, Sulwhasoo, Korea’s leading luxury beauty brand, presents timeless beauty, conveying the true aesthetics found from the philosophy of harmony and balance, tradition and modernity. The Sulwhasoo brand gains wisdom from the laws of nature, pursues beauty reminiscent of nature with precious natural ingredients and delivers beauty of harmony and balance between the body and the mind by creating beauty from the inside out. Sulwhasoo globally promotes the value of holistic beauty with the legendary ingredient such as the Jaum Balancing Complex™ and Korean ginseng, which contains the wisdom of Asia, with Sulwhasoo’s unique cutting-edge technology. As of 2018, Sulwhasoo has established itself as an authentic global brand, operating in 12 global markets around the world such as South Korea, Mainland China, Singapore, Hong Kong (China), Thailand, Indonesia, Malaysia, Taiwan, Vietnam, the US, Canada and France, by conveying Korean traditional beauty and value to all around the world.