SITUATION
HERA launched its new 2025 product, the ‘Reflection Skin Glow Foundation,’ and required communication to establish the new product in the market and increase its market share in the luxury makeup category.
Additionally, HERA aimed to further develop the brand persona it pursues alongside its new brand ambassador, Felix of Stray Kids.
SOLUTION
We first analyzed consumers who use glow-type bases. This revealed that many glow-type consumers prioritize ‘skin expression’ over the typical RTBs (reasons to buy) for foundation—coverage, longevity, and adherence.
Based on this, we developed a strategy centered on ‘transparent radiance’ as the core attribute of the new product. We differentiated the key benefit by positioning it as a radiance that ‘shines naturally without being ostentatious’ and ‘seems to rise from within’.
Starting from these product attributes, we created a persona that honestly reveals one's ‘true inner light’. This persona was designed to convey both the product benefits and the brand's attitude.
Thus, under the campaign slogan “LET YOUR GLOW SPEAK”, we developed the campaign film concept featuring a dialogue between one's inner light and this persona.
RESULTS
The campaign video recorded 560,000 organic views on YouTube. Its distinctive, artistic direction set it apart from typical beauty ads, sparking buzz among consumers and becoming a video people actively sought out.
Sales at the new product launch point exceeded the target by 112%, achieving the goal ahead of schedule.
Sales of HERA's Glow Type Foundation grew 251% compared to the same period last year.
The new ‘Reflection Skin Glow Foundation’ achieved the top spot in consumer buzz rankings within the luxury foundation category at launch.
