AHC partners with Taemin to connect with Gen Z via new INNORED campaign
AHC, a leading brand in the cosmetics industry, particularly known for its sunstick products, which have dominated the Korean market, has partnered with INNORED to launch this new campaign targeting Gen Z.
Historically, the brand has utilized sports stars in their 50s as models, a choice that, while bringing a certain level of sophistication and authority, has inadvertently created a brand image that may resonate more with an older demographic. This approach has largely been driven by marketing strategies that heavily rely on home shopping channels catering to a different consumer segment.
Recognizing the need for evolution, AHC embarks on a transformative journey to realign its brand identity and sales strategy with a younger audience. This shift is not merely a cosmetic change; it involves a comprehensive analysis of consumer preferences, current market trends, and innovative marketing tactics. AHC aims to engage a broader target market, particularly Millennials and Generation Z, by introducing fresh, relatable faces embodying the youth’s vibrant energy.
Throughout this transition, AHC remains committed to upholding the professionalism and quality that have been the cornerstone of its success. The company plans to leverage digital marketing platforms, social media influencers, and interactive campaigns to connect with young consumers on a more intimate level, all while ensuring that the brand’s essence and expertise in skincare remain at the forefront of its identity.
Initially, INNORED’s analysis of sunscreen usage revealed an intriguing trend: women appeared to use sunscreen slightly more than men. This insight led us to develop targeted marketing strategies tailored to young women while simultaneously appealing to a wider professional audience, all while embodying the image of the AHC brand.
In the search for a fitting spokesperson, INNORED identified Taemin, a prominent idol known for his professional demeanor and strong role model presence in the entertainment industry. Taemin epitomizes dedication and excellence, making him an ideal choice to represent AHC’s brand. INNORED captured Taemin’s passionate approach and professional spirit through a well-crafted promotional video. The campaign centres around the empowering slogan, ” When I embrace the sunlight, I radiate my true brilliance”, which resonates deeply with the brands audience.
The response from Taemin’s fanbase was overwhelmingly positive. They not only appreciated his captivating dance performances and striking appearance but also embraced the brand’s fresh, youthful perspective. Even those who were not particularly fans of Taemin were drawn in by the vibrant imagery and uplifting messages, creating a broader appeal for AHC.
This campaign is a comprehensive nine-month integrated marketing communications effort. INNORED aim to target individuals engaged in outdoor activities, particularly during the summer months when sunscreen is essential. Recognizing the growing popularity of running in Korea, there are plans to collaborate with various Running Crews and marathon events, sponsoring products to support runners in their pursuit of goals while protecting them from sun exposure.
Moreover, INNORED and AHC envision creating a specialized interactive zone at high-energy events such as the Water Bomb music festival, where young attendees can enhance their experiences while sampling AHC’s effective products. This initiative will address their skin concerns, providing immediate solutions as they revel in the summer heat.
The media strategy utilized platforms like Twitter and TikTok, which are widely used by Taemin’s fanbase. By developing engaging supplementary videos alongside the brands primary promotional content, including close-up shots of Taemin’s face and dance performances crafted specifically for fan engagement. Additionally, they are exploring options to produce collectible photo cards and merchandise that resonate with Taemin’s followers, all designed to foster a deeper connection to AHC’s products and encourage future purchases.
Although it remains challenging to accurately assess the sales rate at this early stage of the campaign, the first batch of Sun products has sold out through the Naver shopping platform. Taemin’s fans are expressing significant interest and engagement, particularly following the release of a captivating teaser video before the campaign’s launch. While the demand for sunscreen may be limited since it is still March, they anticipate a growing interest as summer approaches.
