Creative Execution

By interviews of video showing women who are envious of the participant’s age. Real anti-aging relay interview Participant will put in her age and name and then sync with the social media channel, accessing her profile photo, an interactive interview begins with a message customized to her age. By watching a relay interview of a person from a different age range talking about the age of the participant that she has chosen, the viewer naturally gains a sense of satisfaction, knowing that being her age is desired by other women and consider what a real anti-aging means for herself.

Total participants 146,190 and 72% of the participants were 20~39 females, the primary communication target by the brand. Out of the campaign participants, 48,261 were led to direct product experience. After participants watching their customized Interview they share via various social media channels, such as facebook, twitter and blogs. Most of the campaign participants responded positively to the campaign, leaving positive comments such as, 'Well done, Innisfree,' 'Emotional!' and 'I should take better care of my skin.' and sharing their reviews online as well.

Most women never think that their 'current' appearance is beautiful. This is why many anti-aging products boast they could turn back user’s time, make them younger and baby-faced. Over-promising the effects of their product. Innisfree Orchid Enriched Cream wanted to change consumrer mind Innisfree real anti-aging is not to overpromise that you will get younger, but is to maintain your beauty as long as possible. Challenge is how to win consumer sympathy with real anti-aging who wanted to be younger. We thought differently and found out, when women get older,they look back and reminisce the beauty that they once had. They are missing that their current appearance is the look that they are going to miss after a few years. We wanted to tell them this missing point and allow the participant to realize the value of the beauty she already has as herself.