Hye-yoon Cho, Mamonde Team I was responsible for product planning and development. I've been involved in the Mamonde rebranding process through the overall Flora Glow Rose line revamp. We simultaneously launched new products like the Rose Smoothing Cream and Rose Marble Pack. The existing 'Rose PHA Liquid Mask' had such a devoted fan base that I approached this project with trepidation and excitement.
Hyun-jin Ahn, Mamonde Team I've been overseeing the marketing communication strategy and execution since the product's initial launch in 2022. Post-rebranding, we've been striving to nurture it as the brand's flagship product through various marketing activities—influencer marketing, advertising, offline pop-up events, and campaign visual production. I conceptualized and produced the campaign film and visual assets for this 'My Makeup Blends Well Today, Too' campaign.
Seung-won Chae, Brand Creative 4 Team I handle the overall graphic design work. From Mamonde's rebranding to the Flora Glow Rose Liquid Mask package design, I've applied the new Mamonde rebranding layout and product concept to create the design.

Hye-yoon Cho It's the addictive 'radiance' and 'flawless makeup' effect you get after just one use—those who haven't tried it might not understand. When your skin feels a bit rough, using this product immediately leaves it smooth and moisturized with an elegant glow. The rose peptide and 10% PHA quickly smoothen skin texture. Thanks to these immediate effects, I can confidently say it's a trusted radiance booster and flawless makeup essential.
Hyun-jin Ahn Looking at recent influencer content, the keyword 'flawless makeup' drives market trends. Our product is at the forefront as this keyword evolves into its category. The fact that the 'Flora Glow Rose Liquid Mask' achieved the top overall ranking in the first half of 2024 at Olive Young, a fierce battleground for beauty products, even causing sell-out situations, demonstrates how precisely it meets the needs of trend-sensitive millennials and Gen Z customers.
Seung-won Chae As a daily user, the squeeze-type container makes it incredibly convenient. You can easily dispense just the right amount onto a cotton pad. Its gentle, hydrating liquid formula allows for worry-free daily use.

Hye-yoon Cho We were heavily influenced by brand consumers. Given the high customer response and loyalty to the existing product, we focused on trends during the upgrade. The most significant point we noticed was that post-pandemic, there's been an increased demand for skin care that leaves the skin texture moisturized and smooth during makeup application. Picking up on this, we upgraded the exfoliating properties of the existing Rose line to create a line that delivers moisturized and smooth skin texture, offering benefits like 'radiance,' 'flawless makeup,' and 'inner glow.' Having a high concentration of PHA without stickiness or skin irritation is challenging. Thanks to the active support from our research lab and numerous product evaluations, we were able to showcase upgraded hydrating and radiance-boosting benefits. I only felt relieved after seeing countless positive customer reviews about immediate changes upon use.

Hyun-jin Ahn We put much thought into making this the first product that comes to mind when people hear the keyword 'flawless makeup.' So, we differentiated the product by emphasizing that it's not just hydration-based flawless makeup but one where you can feel immediate effects through exfoliation. To effectively convey the flawless makeup end benefit targeting makeup users, we featured Gen-Z's aspiring idol inner-glow makeup look as the central theme in our campaign film and key visuals, rather than a traditional skincare look.
Seung-won Chae The symbol is a crucial element that showcases the brand's identity. The new BI consists of a rhythmically shaped form of the brand's first letter, "M," and a 'flora' motif composed of four leaves. Moving away from the typical monogram form, we created a distinctive organic line design. Color selection was also essential to express Mamonde's new technology and the dynamic energy released when the two ingredients meet. To symbolize that years of rose research form the foundation, we used an iconic pink color as the base. We've created Mamonde's unique 'rose universe’ through this design language.

Hye-yoon Cho This product took about eight months from initial planning to launch. During product development, evaluation-feedback-development cycles are routine. What I feel most apologetic to our research team about is that we were exchanging feedback right up until just before commercialization. At first, it seemed like an impossible mission, but ultimately, we managed to increase the PHA content from 7% to 10%, significantly enhancing the hydrating and radiance-boosting effects. The support from team members was tremendous. We underwent 14 rounds of stringent official evaluations to launch a high-concentration PHA product with a proven skin irritation sensitivity of 0.00. I want to express my heartfelt gratitude to the team members and leader who assisted with the evaluations.

Hyun-jin Ahn We only had seven weeks to release the main campaign film and visual materials. So, I had to personally handle everything from central concept planning to copywriting and post-production, which is why I feel particularly attached to this project. I even selected each piece of music, which added to my sense of accomplishment. I also conceptualized the campaign concept: "My Makeup Blends Well Today, Too." (In the campaign title in Korean, “오늘도 화장이 잘 먹었습니다,” I played on the dual meaning of the word “먹다” (which can mean “eat” or “blend well") to quickly convey the product's characteristics, even to audiences unfamiliar with the "flawless makeup" keyword.
The photoshoot with Winter, our brand muse, is also memorable. Thanks to Winter's flawless styling, we elevated the quality of the campaign film.

Chae Seung-won I'd like to talk about the color of the container. We wanted to use pink to symbolize rose, the product's key ingredient, and sky blue to represent hydration. The challenge was that when we filled the container with the product, its color darkened due to the natural extract's unique hue. While using an opaque container would solve this, we were concerned that customers prefer slightly translucent containers to check the remaining amount easily. We finalized the current packaging after numerous tests to achieve optimal translucency while maintaining the perfect pink color.

Hye-yoon Cho I'm originally a beauty enthusiast. So, even on my days off, I do a lot of market research. My friends tease me for browsing cosmetics on my days off, but for me, watching beauty-related content is healing in itself. I unconsciously draw inspiration from watching so much content. I noticed many YouTube videos about glowing skin and dermatological treatments. Thinking, 'We need a product that can provide immediate and definite radiance effects,' I accelerated the product development from that point. Oh, and I've been doing flower arranging as a hobby for five years, which sometimes sparks inspiration. Being on the Mamonde team and finding beauty in flowers is fantastic. My daily life is essentially my work.
Hyun-jin Ahn I believe marketing is all about 'targeting.' The most crucial part is defining the customer and delivering an attractive message based on their needs and wants. So, I keep my antenna in various fields like fashion, food, space, music, and economics to understand people's current interests and trends. I often gain inspiration by quickly catching trends through influencer content and finding connections with our work.
Seung-won Chae To gain new insights, one must be in a positive mind. In our work, the endurance to take even the slightest idea and develop it into a final product is really important. When you're exhausted, even the best ideas don't grow well. So, I cultivate a positive inner state before focusing on work. For the past two years, I've consistently played tennis and practiced tea meditation. Both activities force me to focus entirely on myself, which I find beneficial. After spending time like this, I feel reset, and that's when new inspirations often come to me.

Hye-yoon Cho At Mamonde, we believe beauty should be free from boundaries and conventions. Our goal is to enable everyone to live an independent life that breaks boundaries and conventions through skincare solutions that allow them to feel their unique beauty and confidence. This product embodies this aspect well. It's versatile and can be used in various ways according to personal preference. Being a dewy liquid formula, it's excellent for the first skincare step and reapplication. If you're worried about your makeup not sitting well, try using it as the first step in your skincare routine. Indeed, without any exaggeration, it makes your makeup sit beautifully! I highly recommend it for seasonal transitions when the cold wind starts blowing, like now. It would be best if you tried it.
Hyun-jin Ahn Mamonde's DNA of 'boundary-breaking innovation' also applies to how the product is used. One of its great charms is that you can maximize the product's efficacy by developing beauty methods tailored to your needs. Our customers already use the product well in various beauty routines, and I'd like to introduce two.
For dry body skin that isn't soothed by body lotion alone in this weather, try using it as a toner pad for silky smooth, radiant skin. When applying makeup, drop a couple of drops onto your puff and pat it with your foundation or cushion for a dewy, water-infused glow.
I recommend using the product 200% in your unique way.
Seung-won Chae When designing, I consider incorporating the brand philosophy most important. Mamonde's philosophy is of breaking the boundaries of beauty and allowing everyone to bloom in their own unique way. So, with any Mamonde product you receive, you'll find Mamonde's efforts for boundaryless beauty, such as Braille labeling and green packaging using FSC-certified forest paper and soy ink.

Hye-yoon Cho At Mamonde, we listen carefully to even the most negligible customer feedback to plan products that provide definite efficacy, starting from our customers' skin concerns. With more interest and love from you, we'll thrive with better products and exciting content.
Hyun-jin Ahn The rebranding process over the past few years was challenging, but thankfully, our customers recognized and supported our team's efforts, which allowed us to work even harder. Please continue to show interest in Mamonde and the Flora Glow Rose Liquid Mask.
Seung-won Chae The Flora Glow Rose Liquid Mask is a product whose effects have been directly felt by me and everyone around me. I hope that many of Mamonde's customers, who enjoy trying new things, will experience it. This winter, the Flora Glow Rose Liquid Mask package will be upgraded with a new look. Please look forward to the more diverse Mamonde universe that will unfold in the future.

Curious about more stories about the product? Check out the links below!

▽ Visit Mamonde Homepage (click)

Flora Glow Rose Liquid Mask | Mamonde Korea (mamonde.com)