K-POP AS A DRIVER OF MILLION REACHES

Korean cosmetics series iSeul by Faberlic

Korean cosmetics series iSeul by FaberlicCo-developed by Faberlic and the Korean laboratory BioSpectrum. The products are created on the basis of true Korean ingredients, taking into account the characteristics of the European skin type - for maximum hydration.

"Chok-chok" is a wet glow effect - a Korean beauty trend that has a lot of fans all over the world!

The market for advertising cosmetic products is oversaturated with vivid images. Beauty bloggers, famous musicians, actors, stylists constantly become the heroes of videos in the category. It is extremely difficult to stand out from the background of numerous media campaigns. The target audience has seen almost everything.

THE MAIN BARRIER OF THE TARGET AUDIENCE:

IDEA

Do you remember Gangam Style from Psy? And the BTS phenomenon? K-pop has long been not an Asian exotic, but part of the cultural code of young girls around the world.

Here and now, hundreds of thousands of Russian women are in love with Korean mega-stars of pop music, their rooms are hung with posters, their songs are heard to holes. The fervent devotion of K-pop fans inspired us to come up with a bright idea.

Also important components of the campaign were obsessive songs and cheerful dances. Like Little Big. Their work is parodied by everyone: from Ivan Urgant to sellers from Pyaterochka, and dances are a trigger for numerous online flash mobs.

TREND OF THE YEAR: EVERYONE DANCES

PROJECT ECOSYSTEM:

K-pop has its own recognizable style: simple but catchy choruses, cool dances, enchanting characters and an overall reckless mood.

CAMPAIGN FEATURES:

The original visual language helped to successfully launch a new line of cosmetics. The focus on K-pop culture has formed a clear association with all SKUs and their product benefits among the target audience. Faberlic spoke with its customers in the same language.

We selected actresses who would embody the style of an international campaign, be similar to their foreign counterparts and embody the "chok-chok" mood.

AUTHENTIC ACTRESSES

AUTHENTICITY AT THE STORIBARD LEVEL

Bright letters CHOK appear on top of the screen

The letters open like a gate, a dinosaur appears behind them, dancing a signature dance

CHOK-CHOK iSeul

SKIN FRESHNESS RETURNED TO US

The camera pulls back and in front of us all the characters are dancing a dance

CHOK-CHOK iSeul

Around the color bacchanalia

SKIN FRESHNESS RETURNED TO US

reach

positive comments under the video

click-through plan

The result exceeded expectations by 2 times. A thousand positive comments from the target audience proved that we hit their hearts. Consumers didn't just watch and watch the video, they shared it, hummed the song and danced like a dinosaur

IMPRESSIVE RESULTS

EXAMPLES OF HOW ISEUL BECAME A LOVEMARK IN THE EYES OF CONSUMERS

BUY ISEUL COSMETICS HERE