Minjung Jung, INNISFREE MC Team I’m responsible for establishing and implementing the overall strategy of the campaign to ensure INNISFREE’s empty bottle collection campaign, which has continued for 22 years, remains sustainable. From planning the [BOTTLE RE:PLAY] campaign name to collaborating with environmentally conscious influencers, producing domestic campaign videos, and creating offline events for brand experiences, I’m working to drive customer participation across various touchpoints. I’m also designing rewards and domestic messaging strategies to make it easier for customers to participate in the campaign.

Yunjeong Lee, INNISFREE MC Team I created the campaign name [BOTTLE RE:PLAY] and worked on campaign tasks with Minjung. Last January’s [BOTTLE RE:PLAY] empty bottle collection campaign resulted in 6.7 tons of empty bottles collected through the participation of 2,700 customers during the month. Notably, online participation grew by approximately 455% compared to the previous year, and the limited edition Green Tea Seed Hyaluronic Serum, which used our recycled bottles, recorded strong sales domestically and globally.

Sejin Jung, INNISFREE BPI Team I’m responsible for developing the Green Tea product line. As a Korean-American marketer, I plan new product directions by identifying and targeting rapidly changing customer needs in global markets, especially the US market. My main goal is to smoothly execute everything from the initial product idea to launch while communicating with various teams. For this campaign, I focused on storytelling for the BOTTLE RE:PLAY Green Tea products created in collaboration with artist Makitoy, and planning strategies for the global launch schedule.

Sanggil Park, INNISFREE BD Team I oversee packaging development. My work includes designing products according to design requirements before new product launches, coordinating schedules with partners, and reviewing and improving quality issues when they arise. For [BOTTLE RE:PLAY], I was responsible for collecting empty bottles, selecting only INNISFREE glass bottles, delivering them to glass bottle manufacturing partners, and overseeing product mass production and schedule verification.

Yunjeong Lee, INNISFREE MC Team The Amorepacific Group, including INNISFREE, continuously strives to reduce plastic use, create easily recyclable products, and reuse collected plastics. Among these efforts, the empty bottle collection campaign is a representative ESG activity of the Amorepacific Group that has continued for 22 years, starting with the mindset that we should give back to nature what we have received from it. Through innisfree’s continuous and diverse campaigns, we’ve aimed to practice green living in everyday life with our customers and share green values. Eligible items for empty bottle collection include skincare products made of glass and plastic materials, and the campaign runs year-round. First-time participants receive an additional 5,000 Beauty Points. Until June 24, customers who bring one or more empty bottles to offline stores will receive a 1,000 won additional discount coupon, among other benefits. We hope many people will participate.

Minjung Jung, INNISFREE MC Team As Yunjeong mentioned, after 22 years of continuous empty bottle collection, the cumulative collection from 2011 amounts to approximately 1,314 tons¹⁾, with about 137,327 participating customers²⁾, and approximately 1,453,639 bottles³⁾ collected during the 2024-25 campaign period. The campaign doesn’t just end with collection; the collected bottles are reborn as product containers or used in brand merchandise production, realizing a virtuous cycle of value. The [BOTTLE RE:PLAY] campaign is simultaneously conducted in 10 countries globally, sharing sustainable beauty with customers worldwide.

1) Based on cumulative figures of collected bottles from 2011 to March 2025
2) Based on the cumulative number of participating customers from February 2024 to March 2025
3) Based on the cumulative number of collected bottles from February 2024 to March 2025

Minjung Jung, INNISFREE MC Team This year, the key focus is strengthening practical rewards to make participating easier for customers. Previously, 10 empty bottles were required for online collection, but from Earth Day, April 22, until June 24, customers can participate with just five bottles. We’ve also doubled the Beauty Points reward from 300 to 600 points per bottle, allowing customers to earn up to 3,000 points monthly. Additionally, we’re planning content featuring various creators who love INNISFREE, showing their bottle collection experiences, and we’re organizing opportunities for customers to directly experience INNISFREE’s bottle collection campaign at various offline touchpoints.

Yunjeong Lee, INNISFREE MC Team Unlike last year, when only the serum was released as part of the BOTTLE RE:PLAY campaign’s recycled container limited edition, we’re launching serum and cream together this year. While many brands collect empty bottles and offer merchandise as rewards, what sets INNISFREE apart is that we use the collected bottles to make new product containers. This is our most distinctive feature. A campaign video featuring environmental influencers from various countries was released in May.

Sejin Jung, INNISFREE BPI Team This campaign offers a fresh product experience through collaboration with Makitoy (Click), an artist who incorporates plants into their work. The ‘Makitoy Green Tea Limited Edition’ will launch on Monday, April 21, at INNISFREE Jeju House and The Isle Seongsu store. It will be available at INNISFREE’s official online store and all retail locations from Sunday, June 1, and we look forward to your enthusiastic support.

Sanggil Park, INNISFREE BD Team We sorted and selected only INNISFREE brand products from the empty bottles recovered in the Amorepacific Osan disposal warehouse and applied them to the recycled bottle products. Especially for INNISFREE’s 25th anniversary, whereas we previously used 20% recycled INNISFREE bottles, this year we matched it to 25% to align with the number ‘25’.

Minjung Jung, INNISFREE MC Team While discovering and proposing collaborations with genuinely environmentally conscious domestic influencers, I was impressed to find that many of them had been using INNISFREE’s Green Tea, Vitamin C, and Retinol products for a long time. However, I was surprised to learn that many of them didn’t have the habit of collecting empty bottles, which helped me realize the necessity and direction of the campaign.

Yunjeong Lee, INNISFREE MC Team During last year’s campaign preparation, we created content to inform customers about the online empty bottle collection method to encourage participation. The technique involved washing empty bottles cleanly, placing them in a box, and requesting online bottle collection using a delivery service. After releasing the content, the proportion of online bottle collection increased more than fourfold, which was rewarding. We visited a factory to film how collected bottles are reborn as new ones. It was an incredibly fascinating and intense experience seeing this for the first time, and it provided an opportunity to gain credibility from customers. We’ve put tremendous effort into this year’s preparations, so we’re excited for you to experience it.

Sejin Jung, INNISFREE BPI Team When planning the recycled bottle products, it was important to organically incorporate both Makitoy’s identity and INNISFREE’s values into the products. While the visuals of the Green Tea serum and cream have changed to give a different feeling from the original, I was pleased that Makitoy’s illustrations of the container, which were inspired by Jeju’s forests and sea, aligned well with INNISFREE’s identity.

Sanggil Park, INNISFREE BD Team There was a nerve-wracking situation when an employee from our partner company resigned during the process of selecting only INNISFREE bottles from the disposal warehouse where empty bottles from all Amorepacific products are stored, which could have delayed the selection schedule. Fortunately, we coordinated well with the partner company and launched successfully without production issues. Since this is an essential campaign for the environment, I remember the tense moments of checking the quantity of recovered bottles, the schedule for selecting INNISFREE bottles, and regularly verifying the packaging arrival schedule, including the glass bottle production period, to prevent any scheduling issues.

Minjung Jung, INNISFREE MC Team For this campaign, we focused most on how customers in their teens and twenties could participate more and empathize with our campaign. Beyond the traditional marketing approach that primarily focused on product attributes and differentiation from competitors, we’re considering how to convey messages about our brand’s essential strengths and sustainability. This year, the most differentiated points will be collaborating with general creators involved in eco-friendly, clean beauty, and vegan beauty, and expanding consumer touchpoints through eco-friendly offline pop-ups. 

Minjung Jung, INNISFREE MC Team When a customer chooses to collect one empty bottle, the brand will fulfill its responsibility. This wonderful message was created based on the BA team’s suggestion, considering 10 global markets. ‘Your Choice’ represents the customer’s practice for sustainable beauty, while ‘Our Action’ represents the brand’s responsibility to realize and prove that value. Through this message, we hope to convey that ‘small actions together create big changes.’

Minjung Jung, INNISFREE MC Team The small action of collecting empty bottles can change our environment. Isn’t reusing just one bottle an easy way to reduce carbon emissions and plastic waste?

Yunjeong Lee, INNISFREE MC Team Bottle collection is necessary to make reusable bottles with a high PCR ratio. Whether from the perspective of earning Beauty Points or considering resource circulation, there’s no reason not to participate in this activity.

Sejin Jung, INNISFREE BPI Team As INNISFREE has consistently grown alongside nature, customers can also help create enhanced sustainable efforts by participating in the empty bottle collection campaign.


Sanggil Park, INNISFREE BD Team Recycling discarded materials like glass and plastic not only reduces disposal costs but also leads the way in minimizing environmental impact.

Minjung Jung, INNISFREE MC Team I used to be skeptical about whether returned bottles would actually be used in products, but after directly participating in filming the process of how collected bottles are reborn as new bottles at the factory, I’ve changed. Previously, I would throw away bottles, but now I collect them for clean separation or participate in bottle collection.

Yunjeong Lee, INNISFREE MC Team I’ve become interested in watching bottle campaigns and Earth Month events from other brands. I’ve also personally participated in both our company’s and other companies’ environmental campaigns, and built relationships with eco-friendly influencers, which has increased my interest in the environment. I’ve also started collecting empty bottles daily, and I hope many people will be interested in bottle collection.

Sejin Jung, INNISFREE BPI Team I recently moved to Korea from the US, where recycling procedures aren’t well established. When I joined this campaign in Korea, I was glad to learn in detail about sustainable efforts and bottle collection. I thought that with such a well-established bottle circulation system, people could easily participate, and now I’m practicing by using refill products and collecting empty bottles.

Sanggil Park, INNISFREE BD Team Through participating in the campaign, I’ve learned that transforming empty bottles, which would otherwise become waste, into other products is very complex. This has made me more attentive to separation and recycling. For example, I always separate the glass body from the plastic lid when disposing of cosmetic bottles.

Sejin Jung, INNISFREE BPI Team Earth Day special edition products are created yearly to raise customer awareness and encourage action regarding bottle collection. This year, we collaborated with artist Makitoy, who has consistently grown as an artist by creating one plant-themed piece every day. We chose to work together because we felt that the artist’s mindset towards nature resonates with INNISFREE’s identity and could make a warm connection with customers.

Sejin Jung, INNISFREE BPI Team The Green Tea line was suitable for this meaningful global sustainability campaign as it embodies INNISFREE’s heritage. In particular, the Green Tea Cream has been showing steady growth in the worldwide market, and since it creates synergy when used with the Green Tea Serum, we implemented it as a dual set campaign.

Sejin Jung, INNISFREE BPI Team We captured the beautiful nature that will result from the eco-friendly activities of INNISFREE and Makitoy together through illustrations with sensual colors and warm sensibility. The serum features the theme of ‘mountain forests’ with motifs of trees, leaves, fruits, and moss, while the cream features the theme of ‘sea forests’ with motifs of coral and seaweed, resulting in uniquely designed bottles.

Sanggil Park, INNISFREE BD Team These glass products are made by recycling INNISFREE glass bottles that customers directly participated in collecting. To commemorate INNISFREE’s 25th anniversary, we’ve incorporated exactly 25% of PCR (Post Consumer Recycled) bottles into the entire product, embedding our responsibility towards the environment. This is the result of applying 10.38 tons of recovered bottles. This edition’s mix ratio is 40% new glass and 60% recycled PCR (35% PCR glass raw material + 25% company bottle PCR glass raw material). Above all, we were able to create a beautiful, clear exterior thanks to finding a partner with excellent technology.

Minjung Jung, INNISFREE MC Team We added artist Makitoy’s sensibility to INNISFREE’s representative Green Tea line, incorporating both the exclusivity of a limited edition and sustainability. In particular, this edition comes with a Makitoy eco bag, so we expect it to receive reasonable responses from environmentally conscious Millennials and Gen Z customers, and as gifts.

Yunjeong Lee, INNISFREE MC Team We put much thought into planning various offline events to communicate more closely with customers and encourage the campaign.

Sejin Jung, INNISFREE BPI Team The aspect we focused on most was making various global customers interested in the new recycled bottle products and planning a genuine campaign that they would want to participate in.

Sanggil Park, INNISFREE BD Team We focused on creating value that would move customers when they receive new products from containers recovered through bottle collection activities.

Sejin Jung, INNISFREE BPI Team I think New Beauty is the process of first embracing your individuality and realizing it in various aspects of life. Through this campaign, I’ve learned that multiple ways to create sustainable habits exist. Collecting empty skincare bottles or taking other eco-friendly actions will lead to lasting, positive changes.

Yunjeong Lee, INNISFREE MC Team While conducting the campaign, we collaborated more with environmental influencers who genuinely empathize and act on environmental issues than beauty influencers. A brand and influencers genuinely committed to the environment created synergy to appeal with authenticity. Through such campaigns, we aim to encourage diverse participants of all ages and genders to respect diversity in true-to-self beauty.

Sanggil Park, INNISFREE BD Team While conducting the campaign, we tried to showcase how containers that environmentally conscious customers have preciously collected while practicing beauty true to themselves can beautifully be reborn as new products. Moreover, we strive to apply eco-friendly packaging concepts from the development stage to sustain the Earth’s environment. I hope customers recognize this sincerity, that it leads to more product sales, and that the reuse or recycling of discarded waste results in actual beneficial effects for the Earth’s environment.

Minjung Jung, INNISFREE MC Team INNISFREE is a brand that strives to showcase products with good ingredients and how anyone can practice sustainable choices in their way. [BOTTLE RE:PLAY] is the campaign that best demonstrates this philosophy, and we aim to incorporate the value of ‘sustainable beauty’ that customers can experience for themselves through direct participation.

Minjung Jung, INNISFREE MC Team Using the Green Tea Hyaluronic Serum and Cream in hot summer gives you a feeling of fullness from deep within your skin. They can be used without burden, even on sensitive days, and pair well with retinol and vitamin C serums. Above all, this Makitoy Edition has eco-friendly packaging, so you’ll feel at ease whenever you use it.

Yunjeong Lee, INNISFREE MC Team Do you use functional serums? If so, be sure to finish with Green Tea Cream. Fresh green tea water and hyaluronic acid will help you find peace of mind for your skin with deep moisture.

Sejin Jung, INNISFREE BPI Team Using the Makitoy Green Tea Serum and Cream, which were created with the Earth in mind first, should make you feel proud. Since green tea products fill your skin with deep moisture to create inherently healthy skin, it would be good for customers to create and utilize skincare routines tailored to their skin.


Sanggil Park, INNISFREE BD Team If you apply Green Tea Seed Serum to your face after cleansing in the evening, you can feel the moistness, and your skin becomes refreshed and clearer.