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Sulwhasoo releases the new and improved ‘First Care Activating Serum EX’ image

Sulwhasoo releases the new and improved ‘First Care Activating Serum EX’

KOREA | 2015.04.28

“First Care Activating Serum develops 18 years of beauty heritage once again”
Sulwhasoo releases the new and improved ‘First Care Activating Serum EX’


  • - Sulwhasoo’s JAUM Balancing Complex™ for the five balances of skin has upgraded with the new original technology of PREXtract Process™ for ultimate moist radiance.

Sulwhasoo, the holistic beauty brand that presents the beauty of ‘Harmony and Balance’ with Asian philosophy and wisdom, has upgraded the original formula of JAUM Balancing Complex™ for First Care Activating Serum with the new original technology of PREXtract Process™ to release the new and improved 4th-generation First Care Activating Serum EX for ultimate moist radiance.

Sulwhasoo’s First Care Activating Serum EX is the ‘very first Korean herbal medicinal boosting serum’ that introduced the concept of boosting serum for the first step of skincare. It is the signature product of the brand that has been known to change the beauty routine of women everywhere and has evolved as the best-selling product since it was released in 1997.

JAUM Balancing Complex™, the key ingredient of First Care Activating Serum EX, is the original formula of Sulwhasoo that has been prescribed with the optimal ratio of five ingredients carefully selected from 3,000 precious ingredients found in the classical books of Korean Medicine. It is the essence of Sulwhasoo’s 50 years of research that replenishes the skin with the energy it lacks to balance the skin’s ‘Nutrition ∙ Vitality ∙ Clarity ∙ Resilience ∙ Regeneration’. The new and improved 4th-generation First Care Activating Serum EX released in 2015 applies the new technology of PREXtract Process™ to increase the kinds and contents of active ingredients in JAUM Balancing Complex™. By doing so, it has enhanced the efficacies of JAUM Balancing Complex™ for more powerful boosting effect and to optimize the balance of skin for the next level of skincare. It presents the ‘ultimate moist radiance’, which is the maximum level of radiance that can be achieved with First Care Activating Serum EX.

The 4th-generation First Care Activating Serum EX has upgraded efficacies, but the texture has become even lighter for fast penetration and a refreshing finish for hydration without stickiness. The design also captures the smooth curvature of white porcelain and adds sophistication with the sleekness of shoulders.

In celebration of the 4th-generation First Care Activating Serum EX, Sulwhasoo has promoted ’Korean Art Collaboration Project’ with Media Artist Kim Yong Min. With the new video, Sulwhasoo has portrayed the enriched concentration of First Care Activating Serum EX with the precious traditional amber material ad expressed the lucid radiance with modern and youthful sensibility. Sulwhasoo’s First Care Activating Serum EX art collaboration video will be available at Sulwhasoo Youtube channel (www.youtube.com/sulwhasookorea).

First Care Activating Serum EX, which has been Sulwhasoo’s most selling product every year since it was released in 1997, set a remarkable record to achieve cumulative revenue of 1 trillion KRW as a single product. Also, it has won 30 awards from 19 media companies in 10 countries where Sulwhasoo is doing business, including Korea, to win absolute support from consumers.

  • Size/Price: 60ml / 90,000 KRW, 90ml / 120,000 KRW
  • Released: May 2015
  • Inquiries: Amorepacific Inc. Customer Center (080-023-5454)