I worked at a global consumer goods company and a consulting firm prior to joining Amorepacific’s Group Strategy Division in 2019. I was initially part of the eSpoir team, and was appointed as the head of innisfree last summer.

Yes, innisfree went through a major transformation, expanding its brand concept so that we can communicate better with our customers and build stronger brand power. Our new slogan, ‘Effective, Nature-Powered Skincare Discovered from the Island,’ has been reflected in the entire brand presentation, from our logo, and product design, as well as the message, look and feel of our communication content.
Our brand name, innisfree, is a compound word of ‘innis,’ meaning island, and ‘free,’ referring to freedom. Our brand identity has previously been confined to aspects of Jeju. We decided to reinterpret this brand identity, and incorporate a wider concept that encourages discovering, exploring, and creating new values borne from nature.
The ‘The New Isle’ campaign clip shows the innisfree island filled with the mysterious energy of Mother Nature, featuring different characters that draw upon the persona of innisfree, demonstrating the brand’s unique interpretation of the world through dynamic actions.
Our spin-off campaigns for each product will show these characters fearlessly exploring nature at the key spots of The New Isle, such as the Green Tea Rain Forest, the Pond of Healing, and the Purifying Stone. This spirit of fearlessly breaking through new boundaries is deeply rooted in our heritage, more specifically in how we harvested green tea from rock-covered wasteland back in 1979 and how we were the first in the world to develop green tea dedicated to the skin. Product-wise, we continue to focus on nature-derived ingredients, but going forward, we are going to be combining them with active ingredients, while introducing new benefits of green tea that go beyond hydration. I also believe that this new take on our flagship ingredients is also in line with our spirit of continuously pioneering new grounds.
We have also begun our clean beauty transformation in order to meet the ever-changing demands of our environment-conscious consumers around the world.

innisfree persona needed a more active approach, which is why we looked for someone who actively communicates with global fans on social media, sharing photos of their daily lives. Seventeen’s Mingyu fit this criterion perfectly, and that’s how he became our new brand ambassador. He’s even more enthusiastic in person and even re-created his version of the choreography we had designed for the dance scene in the clip. We could tell that he put so much effort and time into the scene. Thanks to Mingyu’s passionate persona, we have been seeing some great responses from the fans.

After joining innisfree, I almost only use innisfree products. It shows how confident I am about the benefits our products offer. Recently, I’ve started using the Green Tea Seed Serum, the Black Tea Ampoule, and the Black Tea Treatment Essence right after washing my face. Depending on the season and weather, I sometimes only use one of those products. Aside from these three favorites, I also love the Collagen Cream, which I started using last winter. I used to not like light-textured creams, but I really like how the Collagen Cream feels on my skin and how long it lasts.

We will be incorporating the new slogan, ‘Effective, Nature-Powered Skincare Discovered From the Island’ more actively across our entire portfolio. We are planning on continuing to communicate our brand identity as a clean beauty brand with ‘island-derived energy’ and develop nature-based yet effective products.