[GPTW] Gowoonsesang Cosmetics underscores co-prosperity between management, employees

By Lee Min-hyung

Gowoonsesang Cosmetics, best-known for its skin care brand Dr.G, has owed its outstanding success to corporate philosophy on co-prosperity between the company and its employees.

The company has introduced the notion of “protectorship” for its sustainable growth. The term refers to a relationship where both the company and employees protect each other and achieve growth together, according to the company.

The drive is pushed by Gowoonsesang Cosmetics CEO Lee Joo-ho who calls the protectorship a “breakthrough” to tackle the harms of the self-centered era where individuals pursue a lifestyle of living solely for their own well-being. He urged more firms to introduce the firm’s spirit at this period of deepening individualism.

In an organization where protectorship is manifested, the company protects its employees, and employees also protect one another, which creates a community of mutual support, according to the company.

“When a company protects its employees, it does not mean creating a comfortable workplace, but rather providing a challenging environment that enables employees to become independent professionals in society, supporting their continuous growth,” Lee said. “This is the core value of the virtuous cycle of protectorship where employees with expertise and competitiveness collaborate with outstanding colleagues to drive the firm’s growth.”

Gowoonsesang Cosmetics is also well-known for its diverse employee protection policies. Its employees can work from home twice a week. They can also select their work hours on their own.

Under the protectorship-based organizational culture, Lee has strengthened the brand value of Dr.G stably. Despite external challenges posed by political friction between Korea and China and the COVID-19 pandemic, the brand achieved solid sales growth here and abroad.

The key to its success lies in Lee’s management philosophy and healthy leadership.

Even when Dr.G’s major sales channels were shut down or its business transactions were halted, the brand has overcome such challenges and succeeded in solidifying its brand competitiveness through self-analysis and quick improvements.

In January, Lee’s management book, “Protectorship,” was also published. The book tells the story of Gowoonsesang Cosmetics’ growth in the global beauty industry. The book also highlights his personal journey of overcoming failure after being demoted from a well-performing company.

Protectorship offers solutions for the co-existence and delivers insights on the meaning of work for both managers and employees. For managers who seek both ethical management and organizational growth, it provides inspiration and practical methods. The book will also give a clear direction to employees who want to grow into strong individuals in their worksites.