Jaeun Kim, Product Planning 1 Team I’m the planner and overall lead for the ‘PEPTIDE-132’ line—what everyone calls “the project mom.” I led the entire process from market analysis to concept planning, branding, formulation development, and launch. Since this project applied COSRX skincare science to hair, it was a particularly special journey for me.

Jeongyeon Park, Marketing Strategy Team I was responsible for developing messaging and strategy for the global marketing campaign. We specifically targeted the U.S. market as our primary focus, establishing effective budget allocation and execution strategies.

Youngin Lee, Content 1 Team I handle brand content planning and production, as well as social and owned media channel management. To communicate the brand’s core USP with sophistication, I planned and produced a branded film. We combined 3D mechanism videos with live-action model shoots, focusing on translating technical messages into visual narratives.

Dayoung Choi, Package Design Team I managed the overall package design, overseeing sourcing primary packaging containers, primary and secondary packaging, and gift set design. I participated in every step from design planning through production to effectively communicate the product concept and brand identity visually.

Jaeun Kim, Product Planning 1 Team COSRX has been researching “the science of healthy skin.” Since hair and scalp are ultimately extensions of skin, we started with the question: “Can we care for hair scientifically, just like skin?” We wanted to create not just nice-smelling hair products, but a ‘hairceutical’ (hair + pharmaceutical) line that fundamentally repairs damaged structure.

Jaeun Kim, Product Planning 1 Team The core is right in the product name—”bonding.” It refers to restoring the protein bond structure — the root cause of hair damage — to achieve truly “perfect bonding.” To accomplish this, we formulated it with our patented peptide ingredient, ‘PEPTIDE-132,’ and designed it so you can see visible changes after just one use.

Dayoung Choi, Package Design Team For the design, the key was visually conveying both technical credibility and sensory appeal simultaneously. We applied silk-screen printing on the front to create glossy hairlines and let you feel the effect of bonding technology in the container itself.

Jaeun Kim, Product Planning 1 Team As a skincare brand entering the haircare market for the first time, this wasn’t just a line extension—it was creating a new brand. Over two years, I oversaw everything from concept to formulation, branding, and clinical trials while conducting market analysis and consumer studies. We thoroughly tested and compared products domestically and internationally, which is why we’re confident in the efficacy and sensory experience of the launched product for damaged hair care.

Dayoung Choi, Package Design Team Developing a small-volume blow-molded container suitable for overseas consumers was the biggest challenge. We went through multiple rounds of testing to find a product that meets quality standards, is suitable for mass production, and delivers a good user experience. Balancing identity and differentiation as a brand sub-line was also a significant task. We emphasized the presence of our technology by prominently displaying the “PATENTED PEPTIDE 132” title and applying a new font to create a distinct identity.

Youngin Lee, Content 1 Team The concept of “bonding” can feel scientifically complex, so visualizing it for intuitive consumer understanding was crucial. I studied the ingredient structure and mechanism of action of ‘PEPTIDE-132’ directly, then reinterpreted it through 3D CG, live action, and sound design. We focused on creating content that makes you “feel” the technology rather than just “explaining” it. That’s why, in the branded film, we expressed “how the technology works to actually restore hair” by showing peptides penetrating deep into hair strands to fill and bond them, using 3D graphics and live-action footage.

Jaeun Kim, Product Planning 1 Team We’ve achieved all three: powerful bonding repair, superior sensory experience, and excellent value for money. PEPTIDE-132 is the key ingredient, and we’re getting positive feedback thanks to the clearly noticeable efficacy and exceptional user experience you feel after just one use.

Jaeun Kim, Product Planning 1 Team It’s a protein ingredient that “rebonds” damaged hair. Out of over 8,000 candidate substances, we found the combination that adheres best to hair protein (keratin), and that’s how peptide number “132” was born. This ingredient is incredibly small, so it penetrates deeply into hair strands and helps repair broken bonds caused by damage, strengthening hair from the inside out. So you’re not just seeing better-looking hair — you can actually feel its structure being restored.

Youngin Lee, Content 1 Team I’ve personally used more than one full bottle consistently, and I’ve noticed that rather than just temporary shine, my hair becomes more elastic and resilient over time. Experience the true bonding effect yourself — it protects healthy hair and repairs damaged strands from within.

Youngin Lee, Content 1 Team The shampoo cares for scalp and hair simultaneously with no tightness after cleansing; the treatment provides bonding repair to the protein structure while filling hair from within; and the oil serum absorbs lightly and quickly while providing shine and heat-damage protection.

Jeongyeon Park, Marketing Strategy Team I especially want to highlight the shampoo among the three products. The ‘PEPTIDE-132’ shampoo creates rich, luxurious lather quickly, even with a small amount, and its ability to gently yet refreshingly cleanse the scalp is a remarkable strength. Typically, after shampooing, hair becomes rough and treatment feels essential. However, this product combines cleansing power with conditioning effects, making it a product I confidently recommend as optimized for daily care.

Jaeun Kim, Product Planning 1 Team Using all three products together produces much more powerful repair effects compared to using them individually. Clinical test results confirmed that hair protein bonding strength increased by up to 899%, shine and softness indicators improved approximately 1.8 times, and damage improvement effects increased by over 1.6 times. The 3-step routine of shampoo–treatment–oil serum cares for hair from the inside out, making it a complete repair solution that delivers visible changes after just one use.

Dayoung Choi, Package Design Team Beyond hair damage improvement, it enables thorough deep cleansing from scalp flakes to dandruff, relieving scalp itchiness and maintaining a comfortable scalp condition.

Jeongyeon Park, Marketing Strategy Team Before the official U.S. launch, over 3,000 people applied to be reviewers, and competition was so fierce that only 300 were selected. Thanks to this, we quickly secured authentic reviews from diverse ethnicities and hair types. These honest reviews spread organically on TikTok and other social media, quickly going viral and ranking No. 1 in Amazon’s “New Releases” treatment category right after launch. One of the most impressive Amazon reviews was “Luxury Results without Luxury Price.” The balance of premium quality and accessible pricing is the notable strength of ‘PEPTIDE-132’.

Dayoung Choi, Package Design Team In terms of package design, we reflected multilingual information on secondary packaging and instructions to suit Amazon and other global distribution channels, aiming to clearly communicate the brand message to international consumers. I think this meticulous design planted the perception in consumers’ minds that we’re a “trustworthy derma cosmetic brand.”

Jaeun Kim, Product Planning 1 Team I think it’s definitely because of the patented ingredient ‘PEPTIDE-132’ and the efficacy you feel immediately after one use. It’s technology that restores protein bonds in hair, bringing back shine and elasticity. The shampoo is gentle, and the treatment is so smooth it deserves to be called “silky smooth perfection.” That’s why the saying fits perfectly: “Some people haven’t tried it yet, but no one uses it just once.”

Youngin Lee, Content 1 Team Since I handle content, the filming process really stands out to me. To authentically convey the message “bonding that’s effective even on extremely damaged hair,” we worked hard to perfectly replicate the model’s hair tone and texture. We bleached the model’s hair twice and did multiple toning sessions to perfectly match the hair color in the 3D video with the model’s actual color. As a skincare brand that always creates skin-focused content, conducting hair shoots for the first time was a fresh and exciting challenge.

Jaeun Kim, Product Planning 1 Team What I remember most is how Aeran and I, who were in charge of product development, had to maintain long hair for over two years. Aeran actually prefers short hair, but she had to keep damaged long hair for product testing. I also deliberately didn’t cut my hair and used samples daily to directly observe the changes in evaluation. Eventually, both our hair kept getting better, and we laughed about how “this practically proves it through experience rather than clinical trials.”

Jeongyeon Park, Marketing Strategy Team We actively used short-form videos and digital content to deliver an intuitive product introduction. Since this was a product targeting the global market, I remember collaborating with KOLs and beauty creators of various ethnicities with diverse hair types. It was a time to experience different hair types from around the world. We structured content around actual before-and-after transformations, usage routines, and visual effects, creating an opportunity for global consumers to relate and respond quickly.

Dayoung Choi, Package Design Team This project was a race against time for me. We had to develop a new graphic look and shampoo container mold simultaneously, so the timeline was extremely tight—even one small variable could shake up the entire schedule. This shampoo container, in particular, was designed using mold sharing from AESTURA within the Amorepacific brands. During container sourcing, we considered adapting the AESTURA ATOBARRIER 365 Hydro Essence container for shampoo. After the final decision, we confirmed the mold design sharing with AESTURA through Hyunyoung Kim from the Open Collaboration Team. The container we completed by subsequently creating a separate in-house mold became a successful development case that utilized mold sharing between Amorepacific brands. Even after mold completion, we repeated sampling and inspection numerous times to fine-tune quality details like capping sensitivity, softness, and transparency. Above all, thanks to close collaboration across departments, we successfully completed the project, and the gratitude and sense of achievement I felt during that process are still unforgettable.

Dayoung Choi, Package Design Team Rather than grandiose philosophy, we focused on it being a product you pick up every day. We paid close attention to the silhouette, tactile feel, and color to evoke the feeling “I want to use this.” We maintained tone and manner so it looks clean wherever you place it—bathroom or powder room—and appears organized when all three are together. Mainly, since shampoo is often used upside down when nearly empty, we designed stable proportions and center of gravity so it doesn’t tip over when inverted. Through these details, we were able to complete not just a pretty package, but a lifestyle-oriented design ideally suited to actual usage environments.

Dayoung Choi, Package Design Team For this project, we focused on the product itself rather than the brand. The key point was to intentionally design from the planning stage so consumers would experience the product first and form the impression, “Oh, this turned out to be a COSRX product.” Following this strategy, we restrained brand exposure by rendering the COSRX logo in a minimal size and a gray tone. Additionally, we worked to design with a modern derma luxury concept that’s loved beyond countries and trends. With its sophisticated design, I recommend it for both daily use and gifting.

Jeongyeon Park, Marketing Strategy Team We leveraged Amazon Prime Day, which draws massive traffic, as the timing to debut to global consumers. We executed a large-scale awareness campaign starting just before Prime Day to maximize interest and drive immediate purchases through discount and promotion tie-ins. Thanks to this, we were able to quickly capture brand awareness as a Korean brand in the fiercely competitive haircare market.

Jeongyeon Park, Marketing Strategy Team The hashtag intuitively conveyed “glossy, radiant hair” while naturally emphasizing the patented ingredient’s effects. We provided an action guide for tossing hair with a challenge filter, making it easy for anyone to participate alone or together. The uploaded videos featured diverse participants, including those wearing wigs, and included videos with pets and family, confirming it was a campaign anyone could enjoy participating in. We implemented the filter’s movement and sparkle effects with a metallic concept to maintain visual consistency with existing USP videos. We carefully directed everything from the soundtrack to cut-by-cut counts to ‘PEPTIDE’ voiceover insertion. The results were truly amazing—we recorded a total of 3,678 video uploads and performance exceeding 230% compared to TikTok benchmarks, surpassing expectations for both brand exposure and participation.

Jeongyeon Park, Marketing Strategy Team Our offline exposure through digital signage also paid off. Especially in front of the curved signage in LA downtown, many pedestrians naturally stopped to watch the video, film it, and share it on social media. In New York’s Times Square during the Independence Day season, countless people encountered the video, which effectively conveyed the message that COSRX has expanded beyond skincare into haircare.

Youngin Lee, Content 1 Team Running global platforms, I definitely feel the differences between domestic and overseas markets. International customers show tremendous interest and affection for K-beauty and K-culture. It’s impressive how they actively communicate through comments and regrams, have intense curiosity about new formulations and ingredients, and quickly absorb trends. Domestic customers, on the other hand, are savvy consumers with a high understanding of product ingredients and efficacy who carefully verify professional information.
While communication methods and points of interest differ by market, what we consider most important is “universalizing brand language.” We maintain consistent global standards across product names, visuals, and overall content tone and manner so the brand’s core message can be delivered with identical trust and resonance in any culture, preserving COSRX’s authenticity.

Dayoung Choi, Package Design Team When targeting the domestic market, we establish more specific consumer personas and actively reflect those characteristics throughout the design. The goal is to enable consumers to recognize the brand’s message and values intuitively. Global markets, however, are much more complex. Even when we set detailed targets internally, it’s difficult to predict which countries, genders, or age groups will actually respond, so we aim for the most universal design possible.
Nevertheless, we consistently maintain COSRX’s unique derma cosmetic brand identity across all domestic and international markets. Our most important goal is naturally to infuse brand identity through design elements that simultaneously satisfy both value for money and emotional value, which consumers importantly consider when choosing products.

Jeongyeon Park, Marketing Strategy Team Currently, you can find COSRX products at MUSINSA Beauty in Korea. Internationally, we’re available not only on Amazon in the U.S. and the UK but also on TikTok Shop. Recently, we’ve newly entered Amazon in major European countries, including Germany, France, Italy, and Spain, as well as Lyko, Northern Europe’s largest beauty retailer. Europe, in particular, is a region with many hair concerns due to hard water, so expectations are high for the ‘PEPTIDE-132’ line, which has proven product efficacy. We’re preparing to make COSRX available even more widely across Europe, both online and offline, in the future.

Jaeun Kim, Product Planning 1 Team The New Beauty that Amorepacific pursues is harmonious beauty from within and without. The ‘PEPTIDE-132’ line is a project that extends this philosophy into haircare. Building on the scientific approach and high-performance ingredient combination expertise developed in skincare, we wanted to present a fundamental solution for damaged hair. With formulas that deliver visible results and a lightweight touch, we hope you’ll experience New Beauty through everyday home care — beauty that radiates from healthy hair even in your busy daily routine.

Youngin Lee, Content 1 Team As the closing copy of our product video says, “High Performance Hair Repair, Made for Everyday,” ‘PEPTIDE-132’ is a product that helps customers reclaim their hair’s inherent health and beauty through special bonding care that can be used daily. The New Beauty philosophy we wanted to capture in this campaign was enabling you to feel ‘professional care in your daily routine’ without needing to visit a salon.

Jeongyeon Park, Marketing Strategy Team In this project, as a marketing manager, I focused on “delivering value that customers can actually experience and feel.” Rather than simply listing product functions or ingredients, I wanted to make customers feel a clear hair transformation through the product and create a process that translates that change into confidence in daily life. In particular, I made the technical core of ‘damaged hair bonding’ easily understandable to the customer’s eye level. I encouraged customers to directly prove the transformation through real-use reviews and challenge content.

Dayoung Choi, Package Design Team The design also embodies the New Beauty philosophy, allowing anyone to express their own beauty regardless of age, gender, or nationality. To deliver a brand experience that encompasses derma science, sensibility, and lifestyle beyond simple haircare products, I focused on building a modern, refined package mood and a unique identity. I infused philosophy and vision throughout the design process, hoping that consumers can fully shine their own beauty through this product.

Jaeun Kim, Product Planning 1 Team To maximize product effects, the before-during-after routine is essential. Brush your scalp and hair before shampooing to prep them. Press the treatment in with your hands, then leave it for 10-20 minutes for deep nourishment. For highly damaged hair, mix 2-3 pumps of oil serum into the treatment and use it like a hair mask—shine and elasticity come alive even more.

Jeongyeon Park, Marketing Strategy Team The oil serum primarily protects hair from heat and external stress when used before styling.

Dayoung Choi, Package Design Team Following the routine in order—shampoo → treatment → serum—feels like a ritual. Through restrained lines and a minimal silhouette that expresses sophistication, I hope daily haircare becomes a small ritual that enriches your time.

Youngin Lee, Content 1 Team Apply treatment from the ends upward, and massage your scalp with a hair gua sha. You’ll feel elasticity building from within and a dense, substantial transformation. It’s simple home care but provides professional salon-level satisfaction.

Jaeun Kim, Product Planning 1 Team Sincere thanks to our CEO for always providing generous support in every way, Dohoon Kim from Product Strategy Division for constantly opening new perspectives with the mindset that learning never ends, Aeran Kim from Product Development Office for leading us with warm leadership and wisdom, Hyunyoung Kim from the Open Collaboration Team who worked hard alongside us for so long to develop the product, and the researchers who always delivered the best results despite endless requests.

Dayoung Choi, Package Design Team Thank you to everyone who helped this major project proceed and wrap up smoothly without issues. I want to take this opportunity to express gratitude to CEO Sanghoon Jeon, Dohoon Kim (Executive Director), Kyungyoon Lim, Hyunyoung Kim, Package Design team members, Junyoung Ok, Dami Han, Changyu Park, Hyungtaek Oh, and Kyunghwan Han.