Min-young Kim, ILLIYOON BM Team I oversee the planning, development, and operations of ILLIYOON's functional lines—MD Red Itch for itching¹⁾ and AC Cica Clear for acne. As brand manager for this launch, I handled everything from the initial concept through product development, including setting communication direction, establishing channel strategy, and managing overall product operations.

Hye-rin Kim, Daily Beauty MC Team I manage ILLIYOON's overall marketing communications, including campaign planning and execution, visual production, media operations, and viral marketing. I developed our campaign strategy early on for this launch, carefully considering how to position and communicate the product. Given the MD Red Itch line's clear target audience, I focused mainly on crafting display ad messaging for parents of infants and young children while identifying relevant parenting platforms and key opinion leaders. While the product appeals to anyone with sensitive, itchy¹⁾ skin, we strategically focused our initial marketing efforts on the infant/toddler segment, which we identified as the most effective way to showcase the product's benefits in our launch window.

Moon-seop Lim, HBD2 Lab I've spent about 17 years in personal care product R&D, with over a decade specifically in body cleansing product development. This project aimed to create a genuinely effective product that's exceptionally gentle while addressing itching¹⁾, without causing any irritation. Min-young and I extensively discussed meeting our customers' needs from the earliest stages.

Min-young Kim, ILLIYOON BM Team There are many compelling features. However, two stand out: the immediately perceptible efficacy and the texture that makes you want to reach for it daily. We were determined to create something distinctly different from other body washes on the market—a cleanser that delivers noticeable itch¹⁾ relief from the first use. Beyond efficacy, we knew that even the most effective product wouldn't be used if it didn't feel good on the skin, so we meticulously developed a rich, dense lather and moist-feeling finish that makes it comfortable for even the most sensitive skin to use daily.

Hye-rin Kim, Daily Beauty MC Team What's groundbreaking is that this is the first dedicated anti-itch¹⁾ product in the body wash category. We're challenging the conventional wisdom about what a wash can do for itch care. And wait until you try it—the hydration levels you get from cleansing are remarkable.

Moon-seop Lim, HBD2 Lab This is Amorepacific's first ultra-sensitive skin wash targeting itch-causing¹⁾ bacteria. I'll admit, when the Brand Management team first presented the concept, I was skeptical. But I'd recently encountered an international research paper about itch-causing¹⁾ bacteria, which sparked something. We worked tirelessly to overcome the assumption that a rinse-off product couldn't be effective. After numerous clinical trials to achieve our targeted results, I'm proud to say we've created a product with clinically proven benefits. Our human clinical trials showed that our patent-pending barrier-improving microbiome technology eliminates 99% of dry itch-causing¹⁾ bacteria. Moreover, the wash alone demonstrated both itch relief¹⁾ and skin barrier improvement.

Min-young Kim, ILLIYOON BM Team Given our focus on ultra-sensitive skin, we conducted extensive online and offline consumer research from the very beginning. We continuously surveyed those with ultra-sensitive skin to validate our approach. While the entire process was memorable, what stands out was our Home Use Test (HUT) targeting those with extreme sensitivity, including both itching¹⁾ and redness²⁾. The overwhelmingly positive feedback was striking—users reported significant improvement in dryness and itching¹⁾ after just one use. Even more gratifying were comments that our product enhanced the effectiveness of their existing moisturizers. It confirmed that our authentic commitment to helping those with extremely dry and sensitive skin was resonating. Balancing efficacy with sensory experience was challenging, but I'm incredibly grateful to Moon-seop for his attention to the most minor details in development.

* Dry, itchy skin: Temporary itching caused by skin dryness
** Average itch relief rate, indicating improvement in 25 out of 32 subjects
*** Average itch relief rate, indicating improvement in 31 out of 32 subjects

Hye-rin Kim, Daily Beauty MC Team One of my most memorable moments was collaborating with influencers who could evaluate the Red Itch Wash from a genuine user perspective. We recently created brand content with RalRal and Dong-hyun Kim from "Sale-er Moon." We chose them precisely because they're both recent parents—one a new mother and the other a father of three—who we felt would approach our product with authentic concern. The partnerships proved incredibly successful in reaching our audience. What's particularly noteworthy is that we initially contacted RalRal just to introduce the product, but after trying it herself, she provided feedback saying "the product is amazing," which led to our collaboration. When choosing products for your children, the standards are naturally higher. Having these highly sought-after influencers positively evaluate our product gave me immense pride as a brand manager. The Sale-er Moon content was exciting—it's a YouTube entertainment format where Dong-hyun Kim meets people and sells ILLIYOON products on the spot. The response was remarkable—he achieved a 100% success rate, with everyone reaching for their wallets after just hearing about the Red Itch product's benefits. While ILLIYOON is already well-known as a hydration powerhouse, adding itch¹⁾ care to that reputation made the product irresistible. It was a proud moment as a brand representative.

Moon-seop Lim, HBD2 Lab We invested tremendous effort in developing a product with exceptional efficacy that could be proven through clinical trials. One of my most memorable moments was receiving the internal product evaluation results. Our colleagues were actively involved in testing from the earliest stages of development, offering consumer perspectives and various improvement suggestions. It was particularly encouraging when colleagues with dry, itchy¹⁾ skin would share feedback like, "Just using the wash made my skin feel as if I'd applied moisturizer," or "I really noticed the itch¹⁾ improving with continued use," or "This works so well—can I get more samples?" These positive responses were incredibly motivating. We also meticulously analyzed our colleagues' research reports to determine the optimal concentration of glycerin, known for its superior moisturizing properties, consulting extensively to find the perfect balance. All these efforts culminated in creating a next-generation body wash that, despite being a rinse-off product, leaves moisturizing ingredients on the skin to improve dry, itchy skin¹⁾ while strengthening the skin barrier.

* Dry, itchy skin: Temporary itching caused by skin dryness

Min-young Kim, ILLIYOON BM Team Our launch at Olive Young exceeded expectations—we immediately claimed the number one spot in the body care category⁵⁾ with a perfect 5.0 customer rating. Our success stems from highlighting what our preliminary research showed ultra-sensitive skin consumers found most compelling: "99% elimination of dry itch¹⁾-causing bacteria." During product training sessions, even Olive Young store managers were fascinated by the concept that such bacteria exist on the skin and that our product effectively eliminates them.

5) Based on real-time sales rankings in the body care category on Oliveyoung.com as of 14:07, October 1, 2024

Hye-rin Kim, Daily Beauty MC Team I've managed many consumer testing programs, but this product's actual value shines through in its reviews. Our collaboration with the sensitive skin community "ppalgang face (red face)" yielded explosive results. We received remarkably genuine testimonials like, "It's incredible how smooth and hydrating this feels for a wash, not even a lotion. The product quality is so impressive I bought the lotion set too. I can't believe how moisturizing a wash can be," and "My baby's bumpy skin has completely disappeared." Customers even voluntarily shared before-and-after documentation, showing how satisfied people with itchy skin¹⁾ were with the product. This authentic feedback naturally spreads among others with similar concerns, driving the product's popularity.

Moon-seop Lim, HBD2 Lab Typically, product development to launch takes about a year, but this project required 19 months to perfect. This extended timeline was necessary because we were creating something unprecedented—a body wash with proven itch-relief¹⁾ capabilities. While the development process was challenging, our biggest concern was effectively communicating the product's benefits to consumers. We designed novel clinical testing and evaluation methods to assess efficacy rigorously. I don't think we've ever conducted such extensive clinical trials for a body wash before. For instance, to substantiate our claim that it's ‘100% gentler ^* and more hydrating than water^**,’ we worked extensively with numerous colleagues to produce reliable, consumer-trustworthy data. These quantifiable results resonated with our customers.

Min-young Kim, ILLIYOON BM Team As a brand manager dedicated to sensitive skin and a parent of a child with extremely sensitive skin, this is deeply personal. My daily life includes researching foods, skincare information, and products beneficial for sensitive skin. I often find inspiration through participating in related community discussions. This product emerged from noticing a gap in the market for a body wash that effectively addresses ultra-sensitive skin concerns. My child is particularly sensitive, so they participated in early product evaluations, and their comfortable reaction to the product was encouraging. Seeing the visible improvement in their skin gave me confidence that our target consumers would be satisfied, too.

Hye-rin Kim, Daily Beauty MC Team I engage deeply with various fields—fashion, film, music, art exhibitions, and more. I look beyond beauty to examine diverse areas that interest people today. Some of my best ideas come from campaigns outside the beauty industry.

Moon-seop Lim, HBD2 Lab It all comes down to the customers. Different target groups have different needs, and connecting with them is crucial to understand their challenges and requirements. Of course, this must be balanced with technical expertise and awareness of the latest product trends. That's why I'm always observing what people need daily.

Min-young Kim, ILLIYOON BM Team ILLIYOON's commitment to sensitive skin is fundamental to our identity. We pursue holistic skin improvement through careful ingredient selection, stringent manufacturing processes, and comprehensive safety testing. This product is a milestone—it's Amorepacific's first to complete ultra-sensitive/ultra-dry skin testing, German dermatological tests, and pediatrician evaluations, making it safe for newborns to adults with extremely sensitive skin. It's essential for those with dry, itchy skin and infants and toddlers with delicate skin barriers. It's also perfect for frequent washing situations, like after exercise or during hot summers—you'll maintain soft, hydrated skin even with repeated use!

Hye-rin Kim, Daily Beauty MC Team ILLIYOON excels at identifying and addressing sensitive skin needs through safe ingredients and proven formulations that enhance quality of life. Among our star products, the Cure Balm offers immediate relief for dry, sensitive, itchy¹⁾ spots. It's especially beneficial for children's skin folds, neck area, around the mouth, and bottom. I'd also recommend our Ceramide Ato Concentrate Cream. Here's a personal tip: on days when your skin feels particularly sensitive, apply a thick layer of the cream before bed—you'll wake up to noticeably calmer skin.

Moon-seop Lim, HBD2 Lab Living up to the ILLIYOON name, we've created a genuinely effective product that's incredibly gentle and capable of resolving itching¹⁾. The application method is crucial for optimal results. Avoid using loofahs or towels for ultra-sensitive skin—use your hands only. Wet your body first, then apply the product with your hands, enjoying its smooth texture as it spreads. Massage it thoroughly to ensure the moisturizing ingredients are well-distributed before rinsing. You'll notice a remarkable difference.

Min-young Kim, ILLIYOON BM Team Many people with extremely sensitive skin avoid cleansers entirely, using only water out of fear of irritation. I encourage them to try our product—it's gentler and more hydrating than water alone while improving ultra-sensitive skin. And for those endlessly searching for the perfect moisturizer, try changing your body wash first! You'll be amazed by the difference.

Hye-rin Kim, Daily Beauty MC Team ILLIYOON is a brand whose genuine value is discovered through experience, as our customers have proven. The success of this launch owes much to our loyal customers' enthusiastic word-of-mouth. Though it might sound cliché, I say: "Try it and see." Whether you're caring for a baby, dealing with changing seasons, or struggling with itchy skin¹⁾—start with this wash.

Moon-seop Lim, HBD2 Lab Developing this product has sparked even more ambition in me. While nothing's confirmed yet, I'm eager to create more innovative products for our ILLIYOON customers. We'll continue working to develop products that even those with sensitive skin can use with confidence. Please keep supporting us.

1) Dry, itchy skin: Temporary itching caused by skin dryness
2) Redness: Temporary skin redness caused by external irritants

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