Innisfree brand of K-beauty focuses to relaunch on tech and science
Innisfree, natural K-beauty and cost-effective brand possessed by Amorepacific, witnessing the global re-brand. It is the struggle to distinguish itself in the crowded, clean beauty market undergoing determined expansion in the United States.
Because of the green tea skin care line. The rebrand includes the design of a new logo, new formulations, and refreshed packaging. Subsequently, the green-tea range rebrand will drip amongst the portfolio, beginning with all the skincare lines followed by hair & body care products and makeup in the coming years. So designers are proposing to outline the brand’s focus on technology and science.
Whereas Innisfree started in South Korea and has grown across 11 Asian markets including Japan and China.
So old brand is having the identified presence in Asia where Innisfree is growing in the U.S with natural beauty brands. Also, in U.S. brand has announced the three locations of stores, 1 in New Jersey and 2 in New York City.
With the review of Concentrated Hydrating Cream with the Green tea Seed removing the logo of Innisfree from the product’s cap. So the shade of the product becomes deeper green and the logo of the brand outline the downsizing of green tea in packaging.
Furthermore, the new store concept is combined in featuring greenery having more brutalist-style concrete interiors. Nowadays, LED screens will change the connections to provide digital videos and displays intended to take the “ingredient journey” of Jeju Island of South Korea.
Further, Executive Director of customer experience at creative agency Fig commented that “The market has witnessed a shift in consumer demand from clean, natural products to clean, scientifically progressive products”. “Rebranding amidst this shift with a focus on natural alone would have limited a brand’s commercial agility; its identity would run counter to the products the market demanded.”
Innisfree is planning to endorse their new formulas online and in stores, as it is not deciding the huge rebranding statements around the in-store or packaging concepts. Relaunch green-tea brand with a new series of events like Green Mezzanine, verifying the monthly classes on topics like makeup and skin care accordingly. Moreover, it would involve formal one-on-one consultations and skin hydration testing of person.