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Ⅰ. AMORE PACIFIC’s business environment

(1) History : For more than 60 years, AMOREPACIFIC has been devoted to the business of Beauty and Health, consistently striving to be the best with focus on technology, quality and customers. AMOREPACIFIC has maintained its position as Korea’s leader in the field of cosmetics and is now looking beyond into becoming the ‘Asian Beauty Creator,’ a major global player that redefines and promotes the Asian beauty to customers all over the globe.

(2) Vision and core values

b. AMOREPACIFIC Way : AP instituted the AMOREPACIFIC Way as a set of core values and code of conduct for employees worldwide to share and follow in their roles as the `Asian Beauty Creator.` This credo covers the five core values of openness, innovation, proximity, sincerity and challenge. `Openness` is the belief that true innovation and growth occur when communication is taking place with those outside the organization. `Innovation` is the passion to introduce new things to the world at all times, and `proximity` refers to the willingness to remain at the customers` side in order to serve them. By `sincerity` we mean a commitment to performing every task, no matter how small, to the very best of our abilities. Finally, `challenge` expresses the spirit of never being satisfied with the status quo.

(1) The business performance of AP is mainly divided into two categories; Cosmetics and MC&S (Mass cosmetics and sulloc). The portion of profits generated by these performances is shown below.

(2) Products

(3) Organizational Structure

(4) Core competency