I just found out AmorePacific recently relaunched their eponymous top brand into AP Beauty. The routine is now extremely streamlined (taking notes from the Sulwhasoo rebrand) and moves away from green tea as it’s hero ingredient. Dubbed the ‘apex of skincare’, AP now gears more toward an almost clinical image. One would think they are a brand from a dermatologist, if they didn’t know it was rebranded from AmorePacific.
Their highly famous Enzyme Powder Cleanser is the only cleansing product of theirs that survived the rebrand. Likewise, only the two best lines from AmorePacific remained: Time Response (rebranded as M.D line) and Prime Reserve (no name change). Continuing with it’s theme of rigorous selection, only 4 products in the previously huge Time Response line get to remain: toner (rebranded as lotion), emulsion (rebranded as liquid cream), ampoule (rebranded as double shot program) and cream.
The Prime Reserve line keeps the funnel shaped illusion of it’s packaging for the cream, now called Retrinity Cream. To this line, 3 new products were created to compliment it: Retrinity Lotion, Retrinity Serum and Retrinity Eye and Expression Cream.
The new products focus on synergy and efficacy through in-house developed active ingredients, and is about to officially launch once all storefronts have been updated.
by Lonelyblep