Jiyeon Bae, IOPE BM Team As Product Manager at IOPE, I oversee product development. I was involved in developing the Super Vital 6th Generation cream for this project. Super Vital Cream has built a solid reputation and legacy over the past 18 years. Our development approach focused on maintaining this core asset while emphasizing immediate anti-aging efficacy.

Bojeong Lee, IOPE BM Team I serve as Product Manager overseeing the Super Vital line at IOPE. Super Vital 6th Generation, one of IOPE’s flagship products, was born from the convergence of product innovation, thorough consideration of customer unmet needs, and technological advancement. The wholly reimagined 6th Generation Super Vital Oil Blending Serum was specifically developed to address concerns of customers in their 40s experiencing dry, aging skin who found previous products insufficient for deep hydration and moisture retention.

Sunmi Kim, Skincare 3 Lab I’m Sunmi Kim, responsible for connecting with customers through technology. My role involves developing ingredients that deliver the efficacy customers seek in cosmetics and securing scientific evidence to validate these benefits. For the 6th Generation Super Vital, I was tasked with adapting Senomune^TM, a new ingredient developed by Amorepacific Research Institute, specifically for IOPE’s formulation.

Hyein Shin, Luxury Brand MC Team I manage comprehensive marketing communications for IOPE’s key products, including Integrated Marketing Communication (IMC) campaign planning, content creation, and viral marketing execution. Given that our primary consumer base is aged 45-59, this campaign targeted X-teens (those born in the 1970s) by strategically positioning touchpoints along their Consumer Decision Journey (CDJ). We made particular efforts to engage with the 45-54 age demographic through their preferred purchasing channels. For instance, recognizing this generation’s preference for offline shopping, we conducted sampling activities at community gathering points popular with the 40-50 age group, such as Yongpil Cho concerts, and implemented Super Vital outdoor advertising near major retail locations. We’re executing marketing activities that combine new offline touchpoint sampling events with initiatives designed to drive sales.

Jiyeon Bae, IOPE BM Team Current trends in functional cosmetics demand proven efficacy. A straightforward anti-aging narrative—explaining which ingredients affect the skin and how they deliver results—is crucial. While maintaining our signature formula’s core characteristic of achieving a wrapping glow with minimal application, Super Vital 6th Generation Cream features Senomune^TM, Amorepacific’s first²⁾ ingredient targeting only aging factors, delivering rapid anti-aging benefits. We designed it to demonstrate anti-aging efficacy from the very first use.

2) First for Amorepacific

Bojeong Lee, IOPE BM Team True to its name, the Super Vital Oil Blending Serum features a distinctive dual formulation of oil and serum. For our primary target audience—women in their 40s and above—oil is essential as their skin experiences a rapid decline in sebum production, leading to dryness and accelerated aging. However, many customers dislike oils due to their sticky texture and distinct scent. We focused on making this essential oil component comfortable for our target users.

Sunmi Kim, Skincare 3 Lab Recent anti-aging research focuses on removing accumulated aging factors—a field known as senotherapy. In response, Amorepacific Research Institute spent years searching for ingredients that could selectively target skin aging factors, resulting in Senomune^TM technology. The test results below demonstrate skin changes when Senomune^TM targets aging factors: ex vivo skin dulled by aging factors visibly brightens with Senomune^TM treatment. Additionally, Senomune^TM helps improve skin elasticity and barrier function compromised by aging factors while enhancing repair potential, a key characteristic of youthful skin. We collaborated extensively with researchers across materials, efficacy, and formulation to optimize this powerful anti-aging ingredient for IOPE’s applications.

Jiyeon Bae, IOPE BM Team The immediate efficacy often converts sample users into full-product customers. A single application improves 10 aging indicators³⁾, and continued use delivers cumulative benefits that users can clearly feel. Most notably, customers report noticeable skin transformation the morning after use—perhaps its most compelling feature.

3) Barrier Repair, Elasticity, Density, Moisturizing, Fine Lines, Pore Elasticity, Transparency, Skin Texture, Blemishes, Glowing

Bojeong Lee, IOPE BM Team We conducted hundreds of tests to achieve an oil formula that delivers benefits without stickiness or slipperiness. We developed a product that creates synergistic antioxidant and anti-aging effects by combining this antioxidant oil with high-performance anti-aging serum in an optimal ratio. The specially designed dual container is another key feature—it dispenses the perfect anti-aging serum and oil ratio with each pump, providing intuitive efficacy and optimal user experience.

Sunmi Kim, Skincare 3 Lab Super Vital 6th Generation’s key strength lies in its fundamental and comprehensive approach to skin aging. A one-dimensional approach has limited effectiveness since skin aging involves multiple interacting factors. However, Senomune^TM in Super Vital 6th Generation directly targets aging factors to comprehensively address the complex network of skin aging signs.

Hyein Shin, Luxury Brand MC Team I’d highlight the immediate efficacy. Our IMC campaign emphasized this aspect by collaborating with Sungryoung Kim, a former Miss Korea representing women in their 50s, and Taeyoung Son, representing those in their 40s, to position it as a ‘Celebrity-Recommended Cream’ that delivers instant anti-aging results. Both ambassadors gave positive reviews, making the shooting process smooth. Actress Sungryoung Kim tried the product before filming and loved its firm texture. Her genuine satisfaction came through during filming, adding authenticity to her endorsement. Fortunately, customers’ positive reviews of the Super Vital Cream and Oil Serum are helping spread the word to those who haven’t tried Super Vital products before.

Jiyeon Bae, IOPE BM Team Every step stands out in my memory. We boldly decided to introduce blue point color to the Super Vital line for the first time—a choice that required extensive discussion but ultimately reinforced IOPE’s identity. While maintaining our signature wrapping glow formulation, we faced numerous trials to achieve higher customer test scores than previous products. Even initial production faced delays due to challenging container specifications we were implementing for the first time.

Bojeong Lee, IOPE BM Team We invested considerable effort in finding the optimal user experience for the dual oil-serum formulation. Since optimal texture can’t be quantified, the final fine-tuning phase relied heavily on each team member’s expertise. I remember the back-and-forth with our formulation researchers, repeatedly saying, “This is the last adjustment,” despite nearly identical formulations. When our pilot formulation received almost perfect scores in customer testing, the sense of achievement was immense.

Sunmi Kim, Skincare 3 Lab There’s a saying in our lab that ‘ingredients with exceptional efficacy are exceptionally challenging to work with,’ and Senomune^TM was no exception. Our researchers across various fields worked tirelessly to enhance efficacy while improving color, fragrance, and formulation compatibility to elevate the Super Vital line’s overall quality.

Hyein Shin, Luxury Brand MC Team True to its status as an IOPE bestseller, customer feedback has been exceptional. Many note that we’re ‘a brand serious about anti-aging’ and our ‘confidence shows.’ Post-use reviews highlight ‘success in addressing persistent winter dehydration’ and praise our ‘innovative approach to aging factor care.’

Jiyeon Bae, IOPE BM Team I constantly strive to view things from the customer’s perspective. I often ask myself, ‘Which product features would catch customers’ attention?’ and ‘What benefits would I want if I were a customer?’ I study data extensively because it reveals customer psychology and needs that aren’t immediately apparent.

Bojeong Lee, IOPE BM Team The Super Vital Oil Blending Serum was inspired by how customers adapt their skincare routines during seasonal changes and winter. Many people mix a few drops of oil into their usual serum or cream when the weather turns cold—it’s an excellent solution for dry, aging skin. By observing these intuitive skincare habits that customers develop on their own, we can identify unmet needs. These observations often spark ideas for new products.

Sunmi Kim, Skincare 3 Lab It’s crucial that customers can easily remember why a product works for them. This requires both proven efficacy and the ability to communicate our technology intuitively to customers. For inspiration, I closely follow skin science and broader biotechnology trends while studying how other fields communicate technical innovations.

Hyein Shin, Luxury Brand MC Team I pay close attention to our target customers’ behaviors and daily routines, down to minor details. I also find inspiration in books and by analyzing other brands’ activities. Above all, I maintain a mindset of continuous learning and questioning to develop marketing ideas.

Jiyeon Bae, IOPE BM Team If you’re looking for an anti-aging product that surpasses your current one or are seeking fast and proven results, Super Vital Cream and Oil Blending Serum—with its precise targeting of aging factors—is your answer!

Bojeong Lee, IOPE BM Team Launched in 2006, the Super Vital line is IOPE’s heritage collection incorporating cutting-edge skin research. We’ve evolved continuously from the first generation’s high-moisturizing solution through second-generation deep elasticity, third-generation volume elasticity, fourth-generation multi-aging solution, and fifth-generation antioxidant anti-aging solution. The sixth generation represents our newest innovation, delivering immediate results by addressing aging at its root. Experience the remarkable transformation for yourself.

Sunmi Kim, Skincare 3 Lab Super Vital 6th Generation includes various ingredients targeting skin aging comprehensively, beyond just Senomune^TM. One key ingredient is Bio-Seletinoid^TM, developed through molecular design technology to effectively address multiple aging signs simultaneously—from dryness to elasticity and brightening. Additionally, antioxidant peptides protect the skin from external stressors. We’re proud to say this represents the pinnacle of IOPE’s anti-aging technology.

Hyein Shin, Luxury Brand MC Team We often hear that ‘once you try Super Vital, you always come back to it.’ Regardless of your skin type, don’t hesitate to choose it when concerned about aging-related dryness.

Q What tips can you share for achieving New Beauty with this product?

Bojeong Lee, IOPE BM Team Customer research shows 100% satisfaction when using the serum and cream together—the Super Vital 6th Generation Cream and Oil Blending Serum creates optimal synergy in texture and efficacy when combined. Experience these proven products together for even more visible skin transformation.

Sunmi Kim, Skincare 3 Lab When facing multiple aging concerns—wrinkles, elasticity, dullness, dryness—and unsure where to start, I recommend Super Vital 6th Generation with Senomune^TM as your foundational skincare. After rebuilding your skin’s foundation with Super Vital, you can enhance results by incorporating products specialized for specific concerns, such as those containing retinol or vitamin C.

Jiyeon Bae, IOPE BM Team As BM team members are involved from planning through launch and marketing, it isn’t easy to single out individuals. This product presented exceptional challenges at every stage, from ingredients to design, packaging, and communication. I want to thank everyone across departments who helped ensure Super Vital 6th Generation’s successful launch.

Bojeong Lee, IOPE BM Team Creating the Super Vital Oil Blending Serum was incredibly challenging, requiring the development of something completely new. While many colleagues across departments contributed, I particularly want to thank Changhyun Park, our formulation researcher, who maintained intense communication throughout to perfect the formulation.

Sunmi Kim, Skincare 3 Lab IOPE is often the first brand to implement new ingredients or formulation technologies. This time, we pioneered Senomune^TM, and our researchers, across materials, efficacy, and formulation, worked tirelessly to develop the product within a tight timeline. I want to express my profound appreciation to everyone who worked to achieve the optimal balance.

Hyein Shin, Luxury Brand MC Team I think of Serye Park and Hyeseung Jeon from our team, who helped prepare the Super Vital 6th Generation launch. Their ownership and dedication were crucial in successfully executing this large-scale campaign.

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