Execution

Background Korean women are sensitive to skin wrinkles. Wrinkles arise due to various reasons, including aging, UV rays, and most of all, lack of moisture is the basic reason of wrinkles. However, 74% are thinking that moisture cosmetics and anti-wrinkle cosmetics are different. What If one moisture cream could replace expensive anti-wrinkle cosmetics...? Challenge Change the person’s mindset from winkle care starts in their 40s to winkle care should starts in their 20s. Introducing MIDNIGHT HYDRO INTENSE, a new solution for 20s winkle problems By supplying enough water, winkle problem can be prevented. Let’s make a formula in 20s mind that Midnight Hydro Intense, winkle care and supplying water are the same concept. Idea Special advertisement was installed on the board of hand washing stands in stores and restrooms in universities, where targeted people are gathered. When people try to wash their face and hands, because of the special ink, water touches the ads, winkle disappears. After the water gets dry, the ads come back to winkle face. Result By this campaign, average sales increased from 27 to 164, which recorded 607% increase. The number of visitors also increased from 402 to 920, which showed 228% increase. With use of SNS, customers post about the miraculous change shown on the advertisement of sink, so the awareness goes up. Like this, MIDNIGHT HYDRO INTENSE is now being regarded as a competent Wrinkle Moisture Line in people's minds. Anti Drying for Anti Aging, The Power of Water MIDNIGHT HYDRO INTENSE

English Translation of Main Headlines

Anti Drying for Anti Aging, The Power of Water MIDNIGHT HYDRO INTENSE