Youngkyung Kim, VITAL BEAUTIE BM Team I’m in charge of the SUPER Inner Beauty line at VITAL BEAUTIE. For this project, I handled the entire process from product planning and development to post-launch market establishment.

Jiyoon Jung, Healthcare 1 Lab I was responsible for the development work that brought the product’s efficacy to life while ensuring stability and production efficiency. Researchers Jinyoung Shin and Eunsil Park helped with ingredient sourcing, Minjeong Chae with efficacy verification, and Areum Kim with running our trial groups for effectiveness confirmation.

Suji Kang, Creative 4 Team I handle creative work for packaging and visual content. Since a product’s first impression is the face of the brand, I focused on capturing VITAL BEAUTIE’s unique character.

Hyunwoong Jung, VITAL BEAUTIE MC Team I handled marketing communications, figuring out how to effectively convey SUPER CICA B5’s benefits to customers. I’ve been planning campaign strategies and messaging to spread the word across various channels.

Youngkyung Kim, VITAL BEAUTIE BM Team It was developed for people who experience everyday sensitivities. Through focus group discussions and surveys of 1,000 people, we identified sensitivity issues and discomfort across different age groups, concluding that internal balance is crucial. Based on this, we named it after ‘cica’ (centella asiatica extract) and ‘B5’ (pantothenic acid), developing it as a soothing routine product that works from within.

Jiyoon Jung, Healthcare 1 Lab We started development in May 2024. Since this was a completely new concept product that didn’t exist in the market, it was crucial to accurately understand the range of efficacy customers expect from inner beauty foods. We created formulations reflecting customer needs, but initial product satisfaction wasn’t high. However, through multiple rounds of ingredient and efficacy verification, we managed to achieve both high efficacy and taste satisfaction simultaneously. Feedback from our employee trial groups was also constructive.

Youngkyung Kim, VITAL BEAUTIE BM Team SUPER CICA B5 contains various ingredients, including high-dose pantothenic acid, milk ceramide, green tea probiotics, vitamin D, and Cica Relief Complex™. With so many core ingredients, tackling the bitter, fishy, and sour tastes was a significant challenge. SUPER CICA B5 is actually the product I’ve modified the most in terms of formulation and composition. We made and tested prototypes an incredible 40 times, and when we finally nailed the taste, the whole team celebrated together.

Jiyoon Jung, Healthcare 1 Lab Getting the taste right with our carefully selected combination of 11 core ingredients through joint research with dermatologists wasn’t easy. We applied dual liposome coating technology called ‘Lipobarrier’ to protect the cica components while simultaneously reducing unpleasant tastes and enhancing sensory quality. We ultimately chose a ‘lemon yogurt’ flavor, where the refreshing and smooth qualities most effectively masked the unpleasant raw ingredient taste typical of high-concentration formulas. We made it with the standard that “it should be delicious enough that we’d want to take it ourselves.”

Jiyoon Jung, Healthcare 1 Lab Topical products protect or soothe the surface, but they have limitations. Oral ingredients are absorbed internally and supplied throughout the body, helping with fundamental improvement from within. Ceramide content, in particular, decreases in the body as we age, so it’s essential to replenish it through consumption. Ceramides are also reduced by UV exposure, so supplementation is necessary.

Youngkyung Kim, VITAL BEAUTIE BM Team ‘SUPER CICA B5’ contains the same ingredients familiar from topical products—high-dose pantothenic acid, milk ceramide, and Cica Relief Complex™ (centella asiatica extract, houttuynia cordata extract, Lacto-PDRN)—enabling differentiated inner beauty care. While high-dose pantothenic acid is often available in tablet form on the market, SUPER CICA B5, being a powder product, is also a distinguishing factor. Plus, it includes Amorepacific’s proprietary green tea probiotics along with vitamins D and C, selenium, niacin, and biotin, so you can conveniently manage everything with one packet.

Hyunwoong Jung, VITAL BEAUTIE MC Team Above all, it’s the “first-to-market” factor. In the inner beauty market, when trending ingredients emerge, similar products flood the market instantly. But SUPER CICA B5 created an entirely new category of “edible cica” that never existed before. Its pioneering position in opening up the latest “internal sensitivity care” market is our biggest strength.

Suji Kang, Creative 4 Team Design-wise, the refreshing mint green color that symbolizes ‘cica’ and the bold logo are iconic. It’s a stick format that fits perfectly in your bag, making it highly portable and a trendy item you can pull out and take anywhere.

Youngkyung Kim, VITAL BEAUTIE BM Team The biggest challenge was finding the “customer’s language.” Since ‘SUPER CICA B5’ was a completely new concept that didn’t exist domestically, legal standards were ambiguous, making direct expression difficult. So we chose to express “soothing” through metaphorical images like blocks, tomatoes, oil, and oases. It would be great if customers could appreciate these nuances.

Suji Kang, Creative 4 Team The photo shoot. During the marathon session from morning until midnight, we adjusted lighting angles, prop placement, and silhouette shots dozens of times to find the optimal atmosphere. We also put tremendous effort into arranging raw materials and props to visually express the product’s taste. The process of cutting lemons myself and hot-gluing blueberries one by one to create sophisticated compositions is still vivid in my memory. Hwajung Sun and Hyewon Kim from Brand Creative 4 Team, Arang Yoon and Yehee Lim from Healthcare MC Team, and many people from FAVE Studio all worked hard together.

Hyunwoong Jung, VITAL BEAUTIE MC Team The two months spent developing the strategy to select ‘SUPER CICA B5’ as the second-half SUPER line campaign product stand out most. We analyzed multiple reports and conducted workshops to define each SUPER line product’s role, review its USPs, and select engine products. We found that “edible cica vitamin” had a high customer response, indicating it would be effective in raising SUPER line awareness, which ultimately confirmed it as our core campaign product.

Jiyoon Jung, Healthcare 1 Lab During the trial group operation for effectiveness confirmation, I conducted direct interviews with actual customers to hear the authentic voices of sensitive customers firsthand. The moments when I could identify customer needs that numbers and data alone couldn’t reveal, and concrete the attributes and improvement directions required for the product, remain memorable.

Youngkyung Kim, VITAL BEAUTIE BM Team The moment when one employee in our internal trial group, who was sensitive to smells, dropped out midway. Based on employee feedback, we completely revised the formulation, changed from a mix-with-water format to direct consumption, and improved the scent to achieve today’s outstanding result. Personally, participating directly in the Naver Live launch broadcast with the Content Commerce team and modeling for the MC team’s “Super Routine Girl” first-generation supporter recruitment reel were also enjoyable experiences.

VITAL BEAUTIE September 1st 7 PM SUPER CICA B5 Launch Live

Hyunwoong Jung, VITAL BEAUTIE MC Team We analyzed the consumption needs for SUPER CICA B5 and made connecting it to the skincare scene the core of our campaign strategy. We created the campaign key copy “Super Routine You Take Before You Apply” and are promoting it through various channels, including offline guerrilla events that hijack Olive Young shopping bags and collaborations with our supporters, the “Super Routine Girls.” As the project manager, it's gratifying to see our messaging resonate—like when people say 'Who knew that building your foundation by taking something before applying was this important...”

Hyunwoong Jung, VITAL BEAUTIE MC Team First, we conducted an offline moving popup guerrilla event around Seongsu to coincide with the launch. Regardless of brand, we provided VITAL BEAUTIE full-size products with the same ingredients to customers who purchased cosmetics containing ▲collagen, cica, or retinol ingredients, receiving an explosive response. We’re also planning a “SUPER Line Popup” at Amore Seongsu from October 14th to November 2nd. Under the theme "EAT first, GLOW more! Get Your SUPER ROUTINE," you can experience various skincare routines that you take before you apply. You can also taste beverages made with SUPER line products and take gifts, so please look forward to it!

Hyunwoong Jung, VITAL BEAUTIE MC Team The reason inner beauty is growing rapidly globally is because the trend of managing health and beauty together while consistently cultivating one’s own lifestyle has taken root. In this campaign, we plan to deploy various activities so that global customers can experience and spread the “routine you take before you apply” as a new K-beauty routine. First, we plan to conduct global seeding through VITAL BEAUTIE TikTok and deliver the “super routine you take before you apply” message. In Japan, our SUPER RETINOL has gained such popularity that it ranked #1 in Qoo10’s Mega Wari supplement category, and we plan to showcase various collaborative content with local KOLs at the second-half Mega Wari events as well.

Suji Kang, Creative 4 Team Inner beauty products have the constraint of being unable to directly express efficacy. We utilized 3D motion graphics to create more dynamic and intuitive results, enabling three-dimensional communication that connects from package design to video.

Suji Kang, Creative 4 Team For SUPER CICA B5, we aimed to simultaneously achieve both functional and trendy imagery. To accomplish this, we applied radar graphs containing efficacy keywords and repeating circular graphics for expression. We also strived to visually convey VITAL BEAUTIE’s scientific verification and expertise in a trustworthy way. Through the LAB PROVEN mark on the side of the packaging box and the V=B wordmark on top, we intuitively convey the message that “health equals beauty,” allowing consumers to feel the brand philosophy just by looking at the package.

Youngkyung Kim, VITAL BEAUTIE BM Team VITAL BEAUTIE began with Amorepacific’s 70+ years of skin science research, based on the belief in “beauty that harmonizes the external and internal.” We respect each person’s unique beauty and believe that true beauty begins from a healthy state. Through the Super routine you take with SUPER CICA B5, we hope everyone will manage everyday sensitivities and cultivate wellness from within to discover their own radiant beauty.

Jiyoon Jung, Healthcare 1 Lab ‘SUPER CICA B5’ was developed based on Amorepacific’s long-standing ceramide research and proprietary technology. Beyond simple functional efficacy, we also incorporated the philosophy that the consumption experience itself should be enjoyable and sustainable. We hope customers will complete their beauty routine, which they can consistently practice within their lifestyle, together with ‘SUPER CICA B5.’

Suji Kang, Creative 4 Team Rather than simply looking pretty, we applied radar graphs and technology icons to the package to visually communicate efficacy. Through this, we worked hard to create something that allows customers to consume with greater trust and serves as a navigation to help them choose products that suit their needs.

Hyunwoong Jung, VITAL BEAUTIE MC Team In this campaign, rather than merely promoting the product, we designed it so customers would reflect on their own beauty routines and sustain their unique beauty through the “habit of taking before applying.” We hope everyone will join us in this routine of enjoying delicious wellness while becoming beautifully healthy in daily life!

Youngkyung Kim, VITAL BEAUTIE BM Team ‘SUPER CICA B5’ creates greater synergy when combined with other SUPER line products. In the morning, before exposure to external environments, arm yourself with the ‘SUPER CICA B5’. Then, in the afternoon, after lunch, add radiance with ‘SUPER RETINOL.’ In the evening, add moisture and firmness with edible collagen, like ‘SUPER COLLAGEN KERA-FIT,’ to complete an all-day, healthy, and beautiful beauty routine. It’s a simple but effective daily care approach.

Suji Kang, Creative 4 Team I think even the best products need to be taken consistently to see effects. But with the chaos of work and childcare, I often forget. So I keep several packets in easily accessible places like my bag, vanity, and office drawer. I can pull one out and take it whenever I see it, so it’s not bothersome—a great tip I’d recommend to people like me who tend to be lazy.

Jiyoon Jung, Healthcare 1 Lab ‘SUPER CICA B5’ is an inner beauty solution that fundamentally supplements what topical soothing products alone couldn’t fill. Taking it right after breakfast or at the start of your day is most effective. You can see synergy when taken with other inner beauty products like collagen and retinol. Creating a routine with topical ceramide creams or cica pads can also help calm everyday sensitivities.

Hyunwoong Jung, VITAL BEAUTIE MC Team The fun of eating deliciously can’t be overlooked. ‘SUPER CICA B5’ has a lemon yogurt flavor that pairs well with milk carbonated drinks, and ‘SUPER RETINOL’ mixed with cool lemon-flavored sparkling water, refreshing your mood. Plus, ‘SUPER COLLAGEN KERA-FIT’ has a red velvet cake flavor, making it perfect to enjoy as a dessert substitute during afternoon snack time. Being able to enjoy inner beauty in this delicious way is the most tremendous appeal of our SUPER line.

▽ Check out VITAL BEAUTIE ‘SUPER CICA B5’ product (click)

NEW SUPER CICA B5