Amorepacific announced on the 20th that it successfully showcased its AI-driven integrated beauty service platform, 'Beauty Concierge,' at the AWS Summit Seoul 2026, hosted by Amazon Web Services. This event, the largest cloud and AI conference in South Korea, served as a vital platform for demonstrating the company's technological innovations within the beauty sector.

Held on the 20th and 21st of May at COEX in Samseong-dong, Seoul, the AWS Summit featured Amorepacific's seamless combination of its extensive beauty research capabilities and AI-driven diagnostic services. This integration illustrates a strategic pivot toward providing enhanced consumer experiences that capitalize on technological advancements.

The 'Beauty Concierge' booth, designed under the 'Beauty Tech Lab' concept, resembled a research facility intertwined with Amorepacific’s brand identity, thus reflecting a premium, technology-focused consumer experience. Amorepacific secured participation in this event following its first-place win at the 'Battle of Best' (BoB) competition held in November 2026, where it presented its concept on 'Designing K-Beauty with AI.'

During the event, Amorepacific unveiled various AI-driven services, including skin diagnosis, skin tone assessment, scalp and hair diagnostics, and personal color analysis, utilizing the Amazon Bedrock AgentCore platform. Each diagnostic outcome was presented as personalized insights, complemented by one-on-one consultations with researchers from Amorepacific's R&I Center, thereby merging technological prowess with expert guidance in a holistic beauty experience.

The exhibition garnered significant attention through its innovative technological elements, including a QR-based user identification system that facilitated the continuous provision of diagnostic services. The AI counseling service integrated individual analysis results, showcasing the potential for evolving beyond stand-alone service offerings to a comprehensive beauty service platform.

At the forum, CEO Kim Seung-hwan articulated the importance of this initiative, stating, "This exhibition validated the potential of integrated solutions that analyze diverse diagnostic data and connect them to customer-centric experiences." He emphasized that the Beauty Concierge booth embodies Amorepacific's strategic direction toward addressing modern customers' hyper-personalization demands.

This initiative is set to influence not only Amorepacific's brand positioning but also broader industry trends, indicating a shift toward integrated beauty service platforms as a standard in consumer engagement. The company’s commitment to leveraging cloud and AI technologies positions it at the forefront of the beauty industry’s evolution.