Who says learning can’t be fun?
It was a great day in the studio with TikTok content creators, Reina Lum (@reinalum) and Nadia (@constipatedvegetable) as they discussed their experiences (and mishaps!) with the trending ingredient: vitamin C and Retinol. 

Check out their conversation here:

In tandem with INNISFREE’s 2023 rebranding, the brand did the unthinkable and brought
The New Isle to the Centre Court of Mid Valley Megamall! Our team stepped in as tour guides to bring our guests around the isle to play games, experience the fireflies, and (of course)
to grab the all-important shot for the ‘gram!

INNISFREE also jumped at the opportunity to introduce INNI-friends new and old to their first new product launch since the rebranding: the Vitamin C Green Tea Enzyme Brightening Serum. 

This huge event felt like it was years in the making and we were so proud to be there with the INNISFREE team to share in the triumph together.

If INNISFREE’s Green Tea Seed Serum was a person, what would she look like?

Easygoing? Reliable? Ameliorating? 

How could you narrow it down to just one?

With this in mind, we worked on a video concept that would subtly highlight the steadfastness of
the Green Tea Seed Serum while also celebrating the values of family, forgiveness, and altruism during Hari Raya. Instead of focusing on the plenty of the holiday,
we wanted to highlight our gratitude for enough.

Check it out here:

Are you egg-cited? 

You should be! innisfree has finally released a retinol product! For the uninitiated, retinol has been a hot hot hot skincare ingredient for its super potent anti-ageing abilities. So imagine our surprise when we learned innisfree’s Retinol Cica Repair Ampoule was formulated, not for anti-ageing, but for troubled skin! We knew we’d have our work cut out for us. 

Before the pandemic, a big product drop like this would most certainly earn itself a on-ground rigmarole. As it was still out of the question at the time of launch, we had to come up with a different strategy. 

Taking inspiration from the key copy “for Peeled Egg Skin”, we came up with a holistic campaign that would help excite and inform potential customers. Through a themed media drop (featuring Dr. inni-telur himself), informative blog posts, and a KOL engagement with creators sharing key features of the product, we got the word out. 

The innisfree Brightening Pore Media event was slated to take place in early 2020, but the COVID-19 cases continued to rise across the country, it became more and more apparent that a new plan had to be hatched. We transformed what was meant to be one of innisfree’s biggest events of the year into one of our biggest scale media drops yet.

The Brightening Pore like came with a theme: the ABCD Marathon. The name was a nod to the product purpose - “All Blemish Care Daily” - while offering a cheeky nod to the recommendation that the products needed to be used diligently over a long period of time for the benefits to really start showing. 

So when June 2020 rolled around and case numbers were lower, the team got together to assemble
the media kits. In order to achieve the impact we were going for, we needed to prep a hundred.

We never pass on an opportunity to have a little fun, so our delivery outfits were mara-themed too. Kitted out in a white top with bright orange track bottoms, an orange sweatband, an orange 4-ply disposable mask - and holding an orange ABCD Marathon flag - we set out on a little marathon of our own to deliver the bright and refreshing blemish care kit to our media friends in a safe,
socially distanced way.

Working closely with content creators can be one of the best ways to get your message out there.
The trick is all in the selection.

As innisfree has got so many different products worth shouting about, we’ve always got a campaign or two that enables us to work with multiple creators with a range of expertise. We like to consider the product (or line) in its entirety and make a strategic decision about the objective: should we be driving awareness, helping to educate, or a little bit of both?

We like to propose creators based on our objectives and the method of delivering the messages. Although most KOLs are on multiple social media platforms, they usually have one or two that they really excel at. By choosing the right platform to shout out specific messages, we’re able to give our clients the most effective delivery channel possible.

We’re also huge advocates of giving our KOL partners creative freedom when working with them on a campaign. We trust that they know what’s best for their audiences and always do what we can to give them a good brief that covers all the requirements for the brand while leaving them room to ideate
and create with their own voice.