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Proposing value consumption through brand campaigns

Sulwhasoo connects tradition and modernity, Beauty From Your Culture

Sulwhasoo believes that beauty does not exist only momentarily, but grows and deepens as time passes. Sulwhasoo's beliefs about beauty go beyond products, and are reflected in the culture as well. Sulwhasoo conducts a variety of activities so that tradition can be recreated into a more valuable culture by meeting the present, rather than just existing in the past.

Sulwhasoo connects tradition and modernity, Beauty From Your Culture

The 14th Sulwha Cultural Exhibition: Screen, The Overlap of Traditions and Modern Society

Since 2006, Sulwhasoo has hosted the Sulwha Cultural Exhibition, a venue and mecenat of cultural communication that reinterprets Korean traditional culture in a modern way to create communication and empathy between various generations. The 14th Sulwha Cultural Exhibition: Screen, The Overlap of Traditions and Modern Society that was held in 2020, provided a platform for sympathy and communication between tradition and modernity through the screen, which acts as a ‘window’ into the city. It has evolved from the existing offline exhibition form to an on/offline public art form that transcends the limitations of time and space. The exhibition met the public at the SM Town COEX Artium in Samseong-dong, the largest exterior multimedia board in Korea, and the exterior multimedia board at Incheon International Airport.

innisfree's Play Green campaign

innisfree's Play Green started with the idea that green life is not difficult and boring. innisfree is constantly sharing with customers in search of fun and easy ways to protect nature in everyday life.

innisfree's Play Green campaign

Fun efforts for the Earth

Play Green Festival

The Play Green Festival is a special festival where people who enjoy and practice green lifestyles gather and enjoy themselves together. In 2019, the focus of the festival was on ZERO WASTE, which starts with small actions in our daily lives, and we spent a pleasant day without waste with about 2,500 Playgreeners under the theme of I LIKE ZERO. The proceeds from ticket sales and donations from customer participation were used as funds for the Jeju Forest Project through the innisfree Collection Foundation.

The empty bottle collection campaign

Since 2003, innisfree has carried out a campaign to collect empty bottles that are recycled in various ways by returning used empty bottles to the store. The collected empty bottles were applied to the caps of hair wax and hand cream products. The My Makeup series, with PCR recycled plastic, biodegradable packaging that replaced plastic, and refillable products are also offered on the market.

Eco Handkerchief

Play Green with an Eco Handkerchief! The Eco Handkerchief is innisfree's representative eco-friendly activity that has been carried out with the belief that small actions, such as the habit of using a handkerchief, can protect nature. Since 2010, we have been delivering a message that anyone can enjoy a green life in their daily life through handkerchiefs.

Protect water in daily life, Rescue Walter Campaign

In 2020, Laneige changed the name of its Refill Me Campaign, that had taken place since 2016, to Rescue Walter, and has set a new goal to promote ‘the preciousness of water full of vitality’. Via the adventure story of a water-loving brand character, Walter, who along with his friend go on a search for water, Laneige proposes environmental protection that can be put into practice in our everyday lives. A portion of the proceeds from the sales of the campaign product, the Water Sleeping Mask Limited Edition, is donated to the drinking water business of Team & Team, a Korean water conservation NGO, and Vietnam’s Good People Corporation, and will be donated to Thailand through the Thailand Foundation for Children NGO, in order to install water fountains in schools.

Protect water in daily life, Rescue Walter Campaign

primera Love the Earth campaign to protect ecological wetlands

The Love the Earth campaign, which was followed by the Earth Loving campaign in 2012, is primera’s eco-friendly campaign to protect ecological wetlands, the source of life on Earth and a repository of biodiversity. In April 2020, we also released three limited edition types using illustrations of otters, which are endangered animals that live in wetlands, and held the '#LoveTheEarth' challenge on social media to support a day without disposables to help customers and small actions for the planet. primera incorporated recycled plastic in the limited edition, and a portion of the sales were donated to the East Asia Ramsar Regional Center's wetland conservation activities.

primera Love the Earth campaign to protect ecological wetlands