[THE INVESTOR] Cosmetics companies are gaining new customers with customized services, a new business area the government adopted in March, finding colors and ingredients based on individual needs.

AmorePacific, the leading cosmetics maker that was the first to jump into the business, said Sept. 7 its made-to-order lipstick service at its Myeong-dong store in Seoul is booked for weeks in advance. The store, opened on Aug. 8, offers two-tone lipsticks with customers choosing the colors according to their tastes. The lipstick is completed in about 40 minutes. Message printing on the case and gift wrapping are also available at the store.

“Customer interest is very high, perhaps because it‘s the first cosmetics customization service,” a company official said. “Because we make the lipstick on the spot and offer gift wrapping, customers have given satisfactory responses.”

LG Household & Health Care is preparing to open its own customization store. Company officials said customers will be tested for their skin types and provided with skin care that combines the right nutrients with preferred ingredients.

TonyMoly said it will open its customization store next year that will have a “self-curating zone” where customers can create their own makeup.

(theinvestor@heraldcorp.com)