“Soil” as the basis for and the start of all terrestrial lives including humans symbolizes the essence and birth of the brand, while “snow” means the journey that has driven the hardship for what the brand is today and the achievement that originated from its endurance. Lastly, “flowers” in full bloom despite the snow show the current facets of Sulwhasoo that has inherited the pioneering spirit and its image as the heir that is committed to carrying on the journey of beauty.

A Journey of Creation, Inheritance, and Circulation

The two videos seem to have different directions with completely different narrative development and techniques. However, both are organically linked with a common purpose. Madam Yun Dokjeong’s pioneering spirit, which began with camellia oil, is aligned with the energy of soil which is the source of all starts and symbolizes the essence and birth of the brand. Snow is not only the journey that has driven the hardship for Sulwhasoo to be what it is today but also the exaltation over the achievement the brand has made so far. The journey that has set numerous first and best records as the history of strong tenacity and passion is embedded in the snow. This beautiful journey finally penetrates the snow and blooms into flowers, completing the shape of how Sulwhasoo looks today.

A source from the Sulwhasoo brand noted, “This campaign is about showing our journey to reach out to the beauty of our customers by inheriting the pioneering spirit. It is also the brand’s commitment to inherit our spirit and move through its own philosophy and heritage. Just as Sulwhasoo began with a woman’s dream of beauty, we hope that all the customers who come across this campaign will be reminded of what dream they would like to achieve in their life, and bloom to the fullest as the word ‘Sulwhasoo’ or ‘snow flowers in full bloom’ connote.”

Sulwhasoo and ROSÉ

Having opted for a slightly distinctive approach and moving from the norm, Sulwhasoo’s pick for its new model is also unique. K-pop artist ROSÉ from BLACKPINK who continues to have an unrivaled record as a band member and soloist has joined the brand as its new global ambassador.

Sulwhasoo even considered the authenticity of the brand to be manifested by its model after a careful selection process to pick someone that can be well aligned with the brand. Sulwhasoo paid attention to how ROSÉ has been pioneering and ambitious in pursuing her dream to become who she is as a talented artist today, which, Sulwhasoo recognized, was in line with its pioneering spirit. Sulwhasoo gave her a role as a brand storyteller who can touch upon every facet of the brand beyond simply serving as a product ambassador emphasizing product efficacy and envisioning its image.

“It is an honor for me to be with Sulwhasoo as its brand global ambassador of the products which not only my mom but also myself have been using for a long time. It is such a great delight and pleasant opportunity. I was at first not confident about how well I could play the role in the advertisement shooting for the brand I have cherished all the time. But this shooting experience was super fun and inspirational. I am also curious about how today’s video story would unfold in the future.”

ROSÉ said she is a long-time authentic user of First Care Activating Serum, an iconic product from Sulwhasoo. She vividly remembers the scent of a skincare product she smelled on her mother’s cheek as a child. It was the scent of First Care Activating Serum. ROSÉ has a firm beauty philosophy that she does not switch to another product once she finds a product that fits her skin, and First Care Activating Serum has surely become a must-have beauty item on her dressing table.