Younghoon Jeon, HERA MC Team I handle digital content creation for the MC team, and for this ‘DARE TO BARE campaign,’ I was responsible for creating product shot content.

Soyeon Kim, HERA MC Team I managed the entire process from establishing the IMC strategy for this campaign through to execution.

Kieun Park, HERA BM Team I worked on campaign planning and developed new colors for Sensual Nude Gloss.

Siwoo Kim, HERA BM Team I participated in the concept planning for this collection and developed shade 440 “Blushed,” a bare yet daily-wearable color in Sensual Tinted Shine Stick.

Kieun Park, HERA BM Team We started with the concept of shedding heavy makeup during the hot summer months and showcasing a bold, vibrant mood. The key feature is the Sensual mood that HERA had never attempted before. We worked to capture everything from #DARE (the courage to show your most authentic self) to #BARE (the confidence to reveal a new you) right in the campaign name itself.

Younghoon Jeon, HERA MC Team We tried a new approach to product photography. For the texture shots, rather than boldly displaying colors to match this concept, we aimed to subtly showcase them through a single application. We engraved the “DARE TO BARE” campaign name into acrylic to make it emerge above the texture, highlighting the theme. For the lip swatch shots, we styled them with summer-tanned skin and props to maximize the seasonal feel. Since this was our first attempt at this approach, I was worried, but I’m proud of the results we created through multiple experiments and our adventurous spirit.

Soyeon Kim, HERA MC Team I focused most on expanding the lip collection’s appeal from various perspectives. I put the most effort into the “LOOK content” collaboration with Elle. We carefully prepared everything from model selection to planning and on-site communication, aiming to showcase diverse looks attractively. For the daring looks, we incorporated smoky elements, while for the bare looks, we toned down eye makeup and emphasized the lip colors even more. The results effectively captured the campaign message, aligning with our efforts, and I was delighted.

Kieun Park, HERA BM Team Interest in personal color trends is growing daily. Within this trend, I approached development by constantly considering what colors customers are seeking. While various colors already exist in the market, I put great care into delicately balancing to create that “subtle difference” that incorporates HERA’s unique sensibility and identity. The key was maintaining that delicate boundary—not too common, yet not excessive.

Siwoo Kim, HERA BM Team Since this collection encompasses three distinct product categories, I paid close attention to color composition and development to ensure that all 12 shades—both existing colors and newly introduced ones for the collection—harmonize seamlessly across the three different formulas, maintaining a trendy look. As a result, all 12 colors are so beautiful that you’d want to try each one, and I’m truly confident in HERA’s interpretation of trend colors.

Kieun Park, HERA BM Team This collection selected colors that complement summer from three categories: Sensual Nude Gloss, Sensual Powder Matte, and Sensual Tinted Shine Stick. Starting with the Nude Gloss, ‘Flirty,’ ‘Nudist,’ and ‘Lingerie’ are steady colors that have been consistently loved since their launch last September. This season, three new limited-edition colors—’Wet Berry,’ ‘Cherry Coke,’ and ‘Honeyed’—have been added. It’s a six-shade composition that captures summer mood with an even more spirited interpretation. The Nude Gloss features a texture that adheres without stickiness while providing high shine.

Siwoo Kim, HERA BM Team The Sensual Tinted Shine Stick is a long-lasting shine lipstick that delivers clear, vivid color exactly as it appears. This collection features four shades: the bestselling ‘Boyish,’ influencer favorites ‘Angels Kiss’ and ‘Two Beige,’ plus the new color ‘Blushed.’ We’ve captured a broad spectrum from nude to dark tones. The Sensual Powder Matte features a soft, skin-like texture that wraps around lips and is composed of subtle, understated base colors. This time, the matte liquid features an upgraded formula, accompanied by new colors. Available in two shades—’Pink Haze’ and ‘Dare Bare’—I think those who prefer muted tones will find them appealing.

Siwoo Kim, HERA BM Team The Sensual Tinted Shine Stick is a 3-in-1 concept product that combines the functions of lip balm, tint, and lipstick. It provides rich moisturizing benefits with ingredients like squalane and vitamin E, and most importantly, it offers excellent adhesion and longevity. It lasts 12 hours and is waterproof. While typical tinted lip products tend to shift to pinkish hues, this product’s distinguishing feature is that it maintains the original color as first applied, thanks to Amorepacific’s technology.

Kieun Park, HERA BM Team The Sensual Nude Gloss uses ‘Special Shine Covering Polymer’ technology to achieve a thin, adherent, high-gloss texture. That’s why we receive customer feedback saying “the shine is exceptional,” and it has become the number one product in the gloss market. The menthol ingredient also provides a cool, refreshing sensation upon application, which contributes to its popularity.

Kieun Park, HERA BM Team I worked with our researcher and color formulation expert, Jungseon Cho, repeating color formulations countless times until we achieved the perfect shades. We conducted multiple tests to ensure we didn’t miss even the subtlest tone differences, and ultimately found the most ideal colors.

Siwoo Kim, HERA BM Team Even within a single product, the color payoff varies depending on pigments and concentrations, so finding the shade that would look most beautiful on lips while harmonizing with existing colors was incredibly challenging. Nude colors are particularly tricky—too sheer, and they look like lip balm; too intense, and they appear to float on the lips. We extensively tested the product on individuals with various skin tones to fine-tune the balance. Even after finalizing the colors, we carefully considered color naming that would align with the collection concept. We chose the word ‘Blushed’ to express a vibrant pink tone, and after much deliberation, finalized it to harmonize well with the nude gloss shade ‘Honeyed.’

Soyeon Kim, HERA MC Team Absolutely. If we were to create a comprehensive “special thanks,” it would be endless. I especially want to give a shout-out to Subin Park and Hyejeong Shin. (Laughs) Subin took the lead on the Powder Matte category and developed the matte liquid formula with its soft texture and smooth finish, applying it to the new ‘Pink Haze’ and ‘Dare Bare’ shades. The response was remarkable. Hyejeong personally planned and created the press kit for this collection. It was a special kit featuring a collection of colors in ice cream stick form, and this box perfectly captured the campaign mood, receiving outstanding feedback from recipients and many requests asking how to get the press kit.

Kieun Park, HERA BM Team Even in the naming process, Yeonju Bae, who developed HERA’s signature colors ‘Speechless’ and ‘Lingerie,’ emphasized the importance of color names, so we put great care into it. Since ‘Sensual Nude Gloss’ has sensuality as its core mood, just as the name suggests, we considered not only how catchy the color names were, but also how well they matched the persona and mood this line represents. Thanks to that attention, we completed sophisticated names like Wet Berry, Honeyed, and Cherry Coke.

Soyeon Kim, HERA MC Team The fact that we could showcase the unique appeal of HERA’s colors through diverse personalities. We had broad participation from Gen Z icons like Jenny Park, Yerin You, and Harimu, as well as the OSAKA Ojo Gang team from the dance survival show ‘World of Street Woman Fighter,’ Honey J, and various influencers. Thanks to each person expressing their lip colors according to their personality and mood, we could demonstrate how the same color can display different charms on different people. I think it was a campaign that helped customers naturally envision colors that would suit them.

Siwoo Kim, HERA BM Team The appeal lies in how products with various textures—matte tints, glosses, sticks—are composed of diverse colors under the single keyword ‘bare.’ We broadened the range of choices by creating colors that could be daily staples for some and bold challenges for others. Since each color allows for interpretation, it’s a collection where customers can enjoy the process of making a choice.

Kieun Park, HERA BM Team Each color feels fresh and distinctive without being commonplace. They have unique moods, but once applied, they naturally suit everyone. Most importantly, this collection is incredibly sexy. It definitely contains a confident mood that captures attention without being excessive.

Younghoon Jeon, HERA MC Team The campaign mood through social-fit content is very appealing. Rather than focusing on models’ faces, we captured summer’s sensory elements as spot images—ice cream, sweat-dampened skin, hair wet with water—to express the seasonal feeling. We focused on sensually capturing lip and body details.

Younghoon Jeon, HERA MC Team Exactly. While HERA’s Instagram had previously focused on makeup, this time we mixed in mood-centered, raw imagery. We maintained a balance between polished, perfect images and natural shots that appeared to be smartphone-captured. We even posted reels as teaser videos that didn’t show products or logos, and the share and like counts were noticeably high, with very active comments. I think this type of content played a significant role in building anticipation for the collection.

Younghoon Jeon, HERA MC Team It was essential to express sensuality and boldness without appearing crude. To find that balance point, we reviewed numerous references and underwent multiple rounds of internal feedback.

Soyeon Kim, HERA MC Team Internally, many described it as “an interesting result that’s not typically HERA-like, but doesn’t step outside HERA’s framework.” From the collection composition to the imagery—featuring completely young models and boldly revealing images—it was a new endeavor.

Kieun Park, HERA BM Team The story behind adding pearl to ‘Cherry Coke’ among the 12 colors left a strong impression. When Jiyeon Lee mentioned that “pearl seems to be trending again,” I was honestly half-skeptical at first, wondering if it would clash with a nude collection. But when we subtly mixed gold and red pearls into the dark brown base, it created an incredibly sophisticated and fresh feeling. Following the launch, the response from beauty enthusiasts has been overwhelmingly enthusiastic.

Siwoo Kim, HERA BM Team The challenge of how to freshly incorporate the ‘mocha mousse’ trend into nude lips is what I remember most. To create a different direction from existing nude colors, we changed the concept and color composition about three times. The color formulation process wasn’t easy either. Even within a single color, we meticulously adjusted the color until our researchers said no further fine-tuning was possible.

Younghoon Jeon, HERA MC Team The most crucial part of content shooting was casting lip and body models. After scouring countless social media accounts for two weeks straight, I was genuinely thrilled when we found models that matched the ‘DARE TO BARE’ concept.

Soyeon Kim, HERA MC Team The Elle photo shoot definitely stands out in my memory. Since we had to incorporate branding beyond simple look execution, I constantly communicated and coordinated with the staff writer. We also thoroughly explored content from the three models, discovering new facets beyond their usual images—calmness, maturity, and serious contemplation about the future. We worked to capture this diversity in the photo shoot, expressing it through two keywords: DARE (your authentic self now) and BARE (the new you that you want to show in the future). The close-up shot of Harimu elicited such a positive internal response that it was expanded for use in unplanned VMD content, resulting in a truly meaningful outcome. Especially after the Elle photo shoot was released, the models voluntarily shared behind-the-scenes content, creating a secondary viral effect. It was meaningful work for HERA, the models, and the publication alike.

Soyeon Kim, HERA MC Team After the campaign launch, we received many positive reactions, such as “It’s different from usual HERA but suits perfectly,” “Every single shot is so beautiful,” and “The concept and models are a perfect match.” We received great feedback both internally and externally, which was incredibly rewarding.

Soyeon Kim, HERA MC Team The Street Woman Fighter collaboration was divided between Black Cushion and the ‘DARE TO BARE’ lip collection. During the Black Cushion PPL shoot, we gifted lip products to all the dancers, and later, the OSAKA Ojo Gang team took on the lip collection. On set, we let each person naturally choose colors according to their personal preferences without any guidance. Kyoka, who loves dark lips, naturally chose ‘Cherry Coke,’ the chocolate brown color, while Ibuki, with her lovely mood, picked the vibrant ‘Wet Berry.’ I especially remember the moment when Uwa chose ‘Nudist’ and said, “This is what I wear these days!” Since then, I’ve developed a habit of looking for lip colors first whenever I watch Street Woman Fighter content. (Laughs)

Kieun Park, HERA BM Team We received many customer inquiries asking about which lip colors the dancers were wearing. My friends asked too, of course. (Laughs) Thanks to this, HERA lip recognition also expanded among new users. Also, after the broadcast, Ibuki introduced HERA lip as one of her ‘bag essentials’ in her personal YouTube content, which naturally created a secondary viral effect, and we were so grateful.

Younghoon Jeon, HERA MC Team Definitely the Sensual Nude Gloss ‘Cherry Coke’! Its distinctive color palette—something you wouldn’t easily find at HERA—combined with subtle pearls created absolutely stunning texture shots. In hot weather like this, when you opt for light, foundation-free makeup and apply it as a statement lip, the mood comes alive. I feel nude tones are more refreshing and sensual in summer, so I also recommend the Sensual Powder Matte Liquid ‘Dare Bare.’

Kieun Park, HERA BM Team I’m also voting for ‘Cherry Coke.’ It has the freshest and most innovative mood among this collection, and it’s actually generating the most viral buzz. It has that charm where once you see it, it stays with you.

Soyeon Kim, HERA MC Team For me, it’s the Sensual Nude Gloss ‘Wet Berry.’ I was really disappointed when ‘Hush’ and ‘Red Lie,’ which I personally loved, were discontinued. Still, this vibrant red-toned color carries on that sentiment with an even more sophisticated and trendy mood, which made me so happy. Additionally, when ‘Wet Berry’ ranked number one in sales during our first Kakao Live, I felt that we had really connected with our customers’ sensibilities. I also frequently reach for the Tinted Shine Stick. Since I’m naturally a ‘pale lips’ person, staining is crucial for me, and this product’s long-lasting color payoff is genuinely appealing.

Siwoo Kim, HERA BM Team I’m most attached to the Sensual Tinted Shine Stick ‘Blushed,’ which I helped develop. The existing Shine Stick had a bold color composition under the ‘Easy Punk’ concept, but with this collection, we added ‘Blushed’—a color that’s more accessible to try—which really broadened the product line’s spectrum.

Younghoon Jeon, HERA MC Team I think it’s due to our diverse muted color composition, which isn’t heavily constrained by personal color or age preferences. They’re great for gifting even when you don’t know the recipient’s preferences, and the product quality is so solid that it meets mainstream needs.

Soyeon Kim, HERA MC Team That’s right. Beautiful colors that anyone can easily try, along with firm trust in the brand and its products. While marketing can generate interest, maintaining rankings ultimately requires solid product performance as backing.

Soyeon Kim, HERA MC Team Interestingly, base products perform well on Naver, while lip products show strong responses on KakaoTalk gift shop. Lip products are reasonably priced items that make pleasant gifts, so they seem to perform exceptionally well on Kakao channels. That’s why our managers pay even more careful attention to composition and packaging, working to enhance customer satisfaction.

Younghoon Jeon, HERA MC Team ‘DARE TO BARE’ is a campaign born from focusing on the muted, sheer color palette that HERA excels at and seasonal mood, rather than the products themselves. Before this hot summer ends, I hope you’ll enjoy this collection’s Sensual mood paired with light makeup.

Kieun Park, HERA BM Team If you use Powder Matte Liquid or Tinted Shine Stick as a base and layer Nude Gloss as a topper, your lip expression becomes much richer and more dimensional. This combination is a real insider tip.

Soyeon Kim, HERA MC Team When you look at live broadcasts or social media channels, customers’ interest in ‘lip combos’ is absolutely incredible. We receive many inquiries about which combinations look good, and many people also recommend their combinations. Actually, beyond HERA’s official account, the dedicated fan communication Instagram ‘HERA Lovers’ channel even held a ‘lip combo recommendation event.’ The winning combination was Powder Matte ‘Pink Haze’ + Nude Gloss ‘Cherish.’ The ‘Honeyed’ + ‘Cherry Coke’ combination was also popular. While HERA lips have beautiful color payoff on their own, I really want people to know that their diverse charms truly shine when you combine colors.

Younghoon Jeon, HERA MC Team When planning the campaign, we actively considered diverse skin tones from the model selection stage. We structured it so customers could visually and intuitively imagine colors that would suit their skin tones. We hoped it would become a campaign where everyone could find and choose their colors.

Soyeon Kim, HERA MC Team HERA has been a brand that emphasizes “authenticity” for a long time. While the ways of expressing it have changed with the times, that philosophy has been maintained throughout. This ‘DARE TO BARE’ campaign is an extension of that. We incorporated color compositions that aren’t bound by undertones and are more refined, personally fitting. For example, we expanded the details by presenting cool-toned ‘Flirty’ to complement warm-toned pink ‘Lingerie,’ and cool-toned beige ‘Nudist’ to complement warm-toned ‘Honeyed.’ Experience “authentic beauty that’s complete without additions” through textures that enhance lips’ natural texture and color tones that naturally blend with your undertone.

Kieun Park, HERA BM Team Since HERA is a contemporary brand based in Seoul, I think it’s important not to lose K-beauty’s distinctive sensibility. While many people might define K-beauty in various ways, I see its essence as ‘refinement’ and ‘attention to detail.’ That’s why we focused on subtle tonal differences between colors in this collection, too, and I believe these details came together to complete HERA’s characteristic restrained beauty.

Siwoo Kim, HERA BM Team Based on HERA’s philosophy of “uniquely diverse beauty,” I focused on expanding the standards of “nude lips.” While incorporating various brightness and saturation levels, we concentrated on creating colors that would naturally blend when applied to lips. Just as glamorous makeup might look natural on some people while no makeup looks natural on others, this collection will help each person find beauty that comes from their own ‘unique naturalness.’

Younghoon Jeon, HERA MC Team Most HERA lip colors suit more naturally when used according to your mood rather than your undertone. I think the process of trying various colors without bias about warm/cool tones and making them your own might be the way to find “authentic beauty.”

Soyeon Kim, HERA MC Team I feel the same way. Thanks to HERA Lips’ refined color balance, anyone can wear them with natural-looking results. The Sensual Nude Gloss, in particular, allows for color adjustment through layering, enabling you to create a range of moods. As undertone analysis became trendy, I found myself becoming increasingly obsessed with my undertone. Since lips are the beauty item that can most easily change your mood, I recommend using this collection to try various approaches based on your feelings and preferences, rather than seeking a single correct answer.

Kieun Park, HERA BM Team This collection’s mood pairs well with HERA’s Black Cushion, which provides a smooth, lightweight, yet long-lasting and hydrating base. When you apply the cushion that precisely expresses your skin, and then add points with this collection’s lips, you complete a summer beauty look that showcases the best version of yourself without being excessive.

Siwoo Kim, HERA BM Team While a single color alone can create sufficiently authentic and complete makeup, HERA lips also create great synergy when layered. As others have mentioned, please remember the secret of layering nude gloss with depth and luminosity over a muted, powder-matte base.