Amorepacific Focus

Photo courtesy of AMOREPACIFIC 

Anti-aging is an essential stop — if not the ultimate destination — of every woman's skincare journey. Flip through any Chinese magazine, and you'll see the term "frozen age" used on every female celebrity of a certain age blessed with youthful looks. For many years, the standard of beauty has been closely associated with youthfulness — a narrative that, fortunately, no longer rings true thanks to an increasingly progressive society.

When it comes to ageing gracefully, no one does a more remarkable job than iconic actress Cherie Chung. She first captivated the Hong Kong public with a string of high-profile movie roles in the 1980s. Instead of fading with the passage of time, her looks have only been enriched by her experiences and wisdom — like a fine wine that gets better with age. Her timeless elegance has made her the subject of a short film by AMOREPACIFIC, in which she travels around South Korea in search of the true meaning of beauty.

An avid photographer with various charity exhibitions under her belt, Cherie took her beloved camera along on her journey to a green tea field in Jeju Island, owned by the skincare brand for more than 34 years. “I am often asked what makes a beautiful photo," Chung says in the clip. “To me, the most beautiful pictures tell the tatler_stories behind them." The campaign video demonstrates Chung's joie de vivre, along with her passion for nature and capturing the snapshots at just the right moment.

Founded seven decades ago, AMOREPACIFIC has become the leading skincare and cosmetics brand in Korea, lauded for its premium technology and the use of a secret ingredient: First sprouted tea leaves. Through extensive research, the brand has discovered that the green leaves handpicked before 10am in early spring — 15 days before Grain Rain, a solar term in traditional East Asian calendar, to be exact — are most effective in revitalising the skin. Given their restorative powers, the company has purchased its very own green tea field on Jeju Island for cultivating, growing and delving into different green tea varieties. Cherie's visit provided a personal touch to the fabled ingredient.

 

Photo courtesy of AMOREPACIFIC 

The foliage, harvested in its prime, is then refined into a patented complex that lends its name to the brand's signature Time Response Collection. Using state-of-the-art Microfluidics Technology, the stem cells from raw materials are extracted and decomposed in its most potent and original form. The high quantities of antioxidants in the eye cream, facial crème and an intensive ampoule treatment, help to transform the skin into its most radiant and firm state.

Photo courtesy of AMOREPACIFIC

A dedicated philanthropist, Chung has teamed up with AMOREPACIFIC to sell her photo album Precious, containing her creative musings from the trip. Sold at exclusive Lane Crawford counters at ifc mall, Central and Canton Road, Tsim Sha Tsui from August 22, the album will dedicate all proceeds to Bring Me A Book Hong Kong. The organisation aims to encourage literacy in children.

Photo courtesy of AMOREPACIFIC

For HK$980, the limited edition set will include the photo album Precious and a travel-sized set of the Time Response Intensive Skin Renewal Ampoule, Eye Renewal Crème, Skin Renewal Mist, and Enzyme Peel. 

For more information about the campaign, head to amorepacific.com.hk