[Lily Yoon] As a member of the CFT (Cross Functional Team) organized last July, I was involved in the launch of the FRESH POP brand from the planning stage. I set the direction for the brand and oversaw the name, design, products, PR and store VMD to ensure that all the right elements were delivered to customers on time for the launch.
[Kwon Mi-jung] FRESH POP integrates food with haircare products. I majored in flavor, which has helped me considerably with my role – starting with flavor development, and extending to cosmetics, oral care and haircare. I'm currently working on expressing the concept of FRESH POP with the right flavor and fragrance.

[Park Kyung-mi] CFT had nothing, not even the brand concept or product and had to start from scratch. So, we established the brand identity and concept and took on everything with branding such as product packaging design, graphic design, development of visuals and VMD.
[Lisa Bae] I took part in developing the FRESH POP shampoo, conditioner and treatment, brand and product RTB (Reason to Believe), as well as formulation, and also created the story behind the technology.
[Shennon Chang] I'm in charge of FRESH POP IMC, which involves giving shape to the overall brand concept.
[Kim Hae-rin] I conducted a customer survey about the brand concept and, by the time FRESH POP launched, I was also involved with promoting the brand through media and press. I also communicate with customers on social media.
[Namgung Hoon] From January, I have assisted with FRESH POP sales agents. My job is to efficiently deliver customers the good FRESH POP products that represent the culmination of efforts by the Research Center and Marketing Team.
[Yang Moon-young] I also provide assistance for retail channels, promotion planning and sales.

[Namgung Hoon] As soon as customers come into the store, they should be able to see at a glance that FRESH POP is a natural haircare brand. FRESH POP's biggest appeal is its fresh design.
[Lisa Bae] Each recipe is rich in top 10 superfoods as selected by Time magazine, including green tea, orange, apple, berry, quinoa and honey. Each recipe also comes with a nice refreshing scent.

[Lily Yoon] Many natural brands claim that their products don't have bad ingredients and are therefore hypoallergenic. These cheap claims have discredited natural haircare products in the eyes of many customers, causing low expectations across the board. Plus, many customers think so-called "natural products" are only for people with a scalp problem. But, FRESH POP products are designed to protect sensitive scalps and hair damaged by external irritants to help people get their health back.
[Yang Moon-young] FRESH POP offers a wide range of choices including a Mojito Recipe (for an oily scalp), Verbena Aloe Recipe (for a sensitive scalp), Mandarin Recipe (anti-dandruff), Apple Cider Vinegar Recipe (for moisturizing hair), Granola Recipe (for nourishment) and Super Berry Recipe (anti-aging solution).
[Kwon Mi-jung] One of the main points of difference is that FRESH POP was the first to make products that smell so delicious. This gives customers the sense that the products are edible, while most other brands in the haircare market offer only floral and fruity scents. Plus, FRESH POP assures that the scent of its products is not only sweet, but also lasts long and leaves customers feeling refreshed.
[Park Kyung-mi] FRESH POP products are mild, not because they don't contain bad ingredients, but because they have special ingredients that are great for the hair. Products come in bottles that look like a juice bottle along with minimal graphics designed to show off the benefits of the unique ingredients FRESH POP uses, which offer something different from what's available in mass-market channels.

[Park Kyung-mi] The development schedule was so tight that we couldn't deliver designs in time if something goes wrong and requires modification. But, fortunately everything – bottle design, graphics and BI – was all approved at once. I really felt thrilled back then and I still do.
[Yang Moon-young] There was a lot tension when we discussed about when to open counters in retail outlets or when to hold brand launch events. But, this creative tension actually allowed us to come up with the right decision and do everything we discussed.

[Shennon Chang] Lee Sung-kyung was the real life of the party while filming the commercials and seemed to be the perfect representation of the FRESH POP brand.
[Lily Yoon] Products looked so much like fruit juice and many asked about what would happen if they happened to drink it.

[Lily Yoon] I wish FRESH POP becomes a brand that's first to mind whenever customers think of healthy scalp and hair.
[Lisa Bae] We will continue to study and work hard to make products that make customers feel great as soon as they touch and even better once they use it.
[Park Kyung-mi] I hope that FRESH POP will grow into a leader in the natural haircare market with an enhanced design identity and sensational new products.
[Kim Hae-rin] FRESH POP needs a more elaborate communication strategy in order to become the leading haircare brand. We will come up with more diverse communication ideas to differentiate the brand from competitors.
[Shennon Chang] We have so far provided an intuitive grasp of the brand concept and, from now on, we will focus more on delivering RTB – the core value of FRESH POP, a brand that consumers can trust.
[Yang Moon-young] FRESH POP now runs boom-up programs targeting retail channels. We will develop more sales channels such as SSM (Super Supermarket) so that the brand can go viral through customers.
[Namgung Hoon] I hope that FRESH POP grows and becomes the No.1 natural haircare brand in Korea. Go FRESH POP!