THE WHAT?  Amorepacific has rebranded to AP.

THE DETAILS The rebranding draws on the company’s 70-year research history and over 3,000 patented technologies—AP’s new flagship product under the M.D. Line is the Dual Repair Lift Cream, which integrates advanced skincare technologies into cosmetics.

THE WHY?  AP stores will begin reopening in major Korean department stores, including Lotte, Shinsegae, and Hyundai, starting January 28.