Amorepacific: Capturing the Traveller’s Moment

Amorepacific’s immersive travel-retail activation, designed to capture fleeting traveller moments with K-beauty storytelling and sensory impact.

The New Art of Travel Retail

In a market defined by quick interactions and even quicker impressions, the challenge of travel retail has never been greater. For Brian Byungjae Lee Amorepacific’s success lies in the ability to connect within seconds.

“Travel retail customers are very different from regular consumers,” he explains.

“They’re often in a hurry, so we have to catch their attention in a short moment - to show what makes our brand unique through an experience they can feel immediately.”

Amorepacific, South Korea’s leading beauty group, is approaching this challenge through exclusive products, sensory activations, and micro-moment storytelling that translate the brand’s identity within the brief window of an airport encounter.

From K-Beauty Heritage to Global Icons

Few brands demonstrate this better than LANEIGE, one of Amorepacific’s most globally recognised success stories. Originally popularised in Asia, LANEIGE gained worldwide traction through its pioneering Sleeping Mask, a concept the company invented to simplify overnight skincare routines.

“LANEIGE became a hit because the idea was simple, smart, and accessible,”

Says Brian Byungjae Lee “It connected with younger consumers who wanted visible results and a product that fit their lifestyle.” Today, LANEIGE continues to thrive in North America, where its sensorial formulations and digital-first marketing have built strong loyalty among Gen Z and millennial consumers.

Engaging the Global Traveller

In travel retail, Amorepacific is blending K-beauty innovation with immersive retail theatre, visual storytelling, digital touchpoints, and exclusive collections designed for airport discovery. The company views travel spaces not just as sales channels but as brand experience zones, where new consumers encounter Korean beauty’s science, creativity, and optimism.

“Our goal is to make every interaction count,”  Brian Byungjae Lee says. “Through exclusive formats, tailored content, and instant storytelling, we can express the full emotion of our brands in just a few minutes.”

About Brian Byungjae Lee

Brian Byungjae Lee is Head of Europe and Middle East Business at Amorepacific, South Korea’s leading beauty company. With a focus on expanding the group’s portfolio across international markets, he plays a key role in shaping Amorepacific’s global travel retail and regional growth strategies.