Innisfree is a South Korean cosmetics brand offering natural-oriented cosmetics. Created by Amore Pacific, the company offers all-natural products that range from makeup to skincare products for men and women. Innisfree is one of the few Korean brands that use organic ingredients that are certified by the ECOCERT organization based from France. Recently, Innisfree has become popular in Canada with a number of providers offering a wide selection of products such as amazon, Chuusi, iHerb, Well and innisfreeworld. For the purpose of this ad campaign the intention was for consumers to use innisfreeworld.com which had the largest selection of innisfree products with free delivery options.
The ad campaign is intended to market three innisfree products from their jeju volcanic line, which can be used in conjunction as part of a daily skincare routine.
Jeju volcanic pore cleansing foam
A pore-cleansing foam containing Jeju
volcanic scoria that strongly absorbs sebum and purifies clogged pores.
Super Volcanic Pore Clay Mask
6-in-1 Pore care: Shrinks pores + Controls sebum + Exfoliates + Deeply cleanses +
Brightens tone + Cools
Jeju Volcanic Pore Toner
Controls excessive sebum to keep your skin looking fresh and soft. A wipe-off type toner that removes residue left on the skin after washing the face.
Innisfree is intent on marketing to a variety of people worldwide with stores in South Korea, Hong Kong, China, Japan, Taiwan, Indian, Singapore, Malaysia, and Vietnam. The Innisfree website is translated accordingly. Statistics published by Sustainable brands, states: “[globally]… nine in ten consumers…expect companies to operate responsibly and address social and environmental issues” (Sustainable Brands). The growth in demand for companies addressing environmental issues is paramount. Specifically, in Canada, Innisfree targets women. Skininc, indicates that 54% of Canadian Women want skin care products to be “all natural” (skininc.com). Innisfree offers organic natural skincare products with an environmental protection strategy which over half of Canadian women want.
Generationally, Innisfree targets young adults to those in their mid-thirties. This generation is most aware of their carbon footprint and the dangers of using chemicals on their bodies. This ad campaign will target educated, women who are concerned for their health and consumers who demand companies to address social and environmental issues.
The ad campaign will be featured in Elle magazine where the target audience is between eighteen years of age and forty-nine years of age with a median household income of just under 70,000 dollars annually (Elle Overview).
Elle magazine focuses on beauty and fashion making it a perfect option for an Innisfree ad campaign.
Concept and Theme
This campaign reflects a fun and light approach to skin care with a focus on returning to nature and rejecting the evils of skin care most notably synthetic ingredients linked to a number of women’s health issues, environmental deterioration caused by consumer waste and unsustainable production. These skincare evils are indicative of large-scale skin care companies. The underlying concept is that if we all do our part; we can aid in environmental sustainability. To do this is simple, you can begin by investing in Innisfree. The tagline “avoid the evils of skincare” along with Ad 1 “Hear no Evil” Ad 2 “see no evil” Ad 3“speak no evil” is a play on the Japanese proverbial principle.
The tone of the campaign is fun, playing on the idea of innocence and purity with modern stylistic approach. A central image will be places in all ads. Three models are used with different skin types to indicate who might benefit from these products.
Each model loosely mimicking the gestures of hear no evil, see no evil, speak no evil.
Each of the ads is based on a 10 by 12 modular grid. Using the ad specifications outlined in the Elle magazine style guide it has a bleed of 0.125” and a margin of 0.25”.
The first thing the viewer will notice is the closely cropped image of the model and colors of the ad. The product image and the heading are the next most notable elements closely followed by the subheading and table.
Ad 1 Pinks, Cherry, browns
Ad 2 Earth tones, greens
Ad 3 Yellow, mustard, brown
49 – 60 leading header
11 pt 13 leading
12 – 16 pt
Why is you campaign a success?
The purpose of the campaign is to bring new clients by making them aware of the benefits of Innisfree. The ad campaign also seeks to attract former clients making them aware of the new product and where in Canada they may order them.
After the client sees the ad, I wish them to order the product (Jeju volcanic line) from innisfreeworld.com. They may also be enticed to purchase other products offered.
I believe the campaign is successful as I was able to arrange all needed elements to successfully communicate this information. The evils of skincare are clearly indicated and the overall tone and layout create a modern and light hearted ad presenting as the solution to skincare evils.
In the second version as seen above, I changed the central image of ad one and two to better reflect the action of covering ears and eyes. I also added text to better indicate what the evils of skincare are and present innisfree as the solution. I also found another image to represent the volcanic toner in ad three to better show the name of the product and the logo.