1A : Case Study

You are to analyse a well-established Brand Campaign of your choosing. 1. Identifying its brand strategy: The Brand Story, Objective & Purpose, Brand Values, Vision & Mission, Target Audience, Brand Positioning. 2. Understanding its brand experience: features and activities. 3. Reviewing its key visuals and the applications: identity and usage from different platforms.

Innisfree Story

Innisfree is a skincare brand that was launched in 2000 in Jeju, South Korea. They are an eco-conscious beauty brand that strives to be sustainable. Through their Green Innovation Lab, they aim to create more clean, vegan & coral reef-friendly formulas while reducing their plastic usage.

The Brand Story (PlayGreen Campaign)

Has two sub-campaigns under the PlayGreen Campaign; Eco-Handkerchief Campaign & Empty Bottle Recycling Campaign
The Empty Bottle Recycling Campaign started in 2003, where they encourage InnisFree consumers to return & recycle their empty bottles.
The Eco-Handkerchief Campaign began in 2010, where Innisfree releases handkerchief designs every year. Currently, they have put this campaign on hold since Covid. However, they still make an effort to release new eco-friendly products, such as Mug Cups & Eco-Bags.

Objective & Purpose

“USE A HANKIE, SAVE THE EARTH!”
By implementing sustainable efforts, Innisfree aimed to promote environmentally friendly habits to keep Mother Nature(trees & forest) safe.
“If all of us are in this together, we can save a pine tree.”
In 2018, it was reported that the company had been able to recycle more than 12.5 million empty bottles through their campaign.

Brand Values

Openness
Integrity
Innovation
Proximity
Challenge

Vision

Preserving the wellbeing of nature by minimising the environmental impact of using plastic.

Mission

Work harmoniously with the environment by creating natural effective skin care while nurturing Mother Nature

Target Audience

Existing InnisFree consumers

Innisfree members get to redeem points when returning their finished products
Innisfree has a system where they provide free gifts when consumers buy certain amounts

New Innisfree consumers

Occasionally, Innisfree will provide eco friendly products to new members

People who value sustainability in their everyday lives
Open-minded individuals

Brand Positioning

For [target market], Innisfree’s PlayGreen Campaign is an eco-friendly effort that delivers beneficial results for the environment while maintaining the consumers’ satisfaction because Innisfree is AAAAAAA

Brand Experience

PlayGreen

Occasionally organises and hosts DIY classes to teach consumers how to repurpose items around their household and live a more green lifestyle. [images]
In South Korea, Innisfree hosts their own Play Green Festival. They teach the public about the zero waste movement (handkerchiefs, lunchboxes, etc).
Collaborates with other brands and creators to bring more variation to their campaign.

Empty Bottle Recycling:

Innisfree members are able to redeem points when returning their cleaned & empty bottles.
During certain promotional events, Innisfree members are able to get more points and/or return more bottles.
Innisfree opened a Green Upcycle Store in Seoul, June 2017, using the recycled bottles. Their concept of the store was “holding beauty once again”. They utilised the recycled bottles by repurposing them into interior finishing materials and furniture. They also have their own bottle crusher to showcase to consumers how upcycling can be done.
Innisfree had released some products that utilised the recycled bottles. [photo]

Eco-Hankie:

Provided Eco-Hankies as free gifts with promotional products to encourage consumers to live a eco-friendly lifestyle [promo photo]
Utilised in their Play Green festival, as hair accessories.

Reviewing key visuals & applications

Video Advertisements

Innisfree released videos promoting their Eco-Hankies, and how they can be used in consumers’ daily lives. [video]

Social Media

Innisfree often posts on their social media about their campaign, and encourages consumers to return their empty bottles.

Website

Innisfree websites showcase their campaign, stating their purpose & the effects of the efforts.

Store Interiors

Reference to Sunway Pyramid Store & the Upcycle Store

Posters
Merchandise

Conclusion:

Links:

Amina, D. (2021, July 15). Green K Beauty: Innisfree’s Recycled Store. Retrieved from https://koreabyme.com/green-k-beauty-innisfrees-recycled-store/

Amore Pacific. (n.d.). Innisfree’s ‘Green Upcycle Store’. Retrieved April 8, 2023 from https://www.apgroup.com/int/en/sustainability/sustainable-life/delivering-sustainable-stores/innisfree-green-upcycle-store.html

Beauty Insider Singapore. (n.d.). Innisfree. Retrieved April 10, 2023, from https://beautyinsider.sg/brand/innisfree/

Ilagan, E. (2019, October 14). WHat To Know About Play Green Festival’s Eco-Friendly

Legacy. Retrieved from https://mega.onemega.com/play-green-festivals-eco-friendly-legacy-innisfree/

Innisfree. (n.d.). Eco-Handkerchief Campaign. Retrieved April 7, 2023, from https://www.innisfree.com/my/en/BrandPage.do?pageName=brand_eco

Innisfree. (n.d.). Innisfree Empty Bottle-Recycling Campaign. Retrieved April 7, 2023, from https://www.innisfree.com/my/en/BrandPage.do?pageName=brand_recycling

Innisfree. (n.d.). Brand Story: Innisfree’s Brand Promises. Retrieved April 7, 2023, from https://www.innisfree.com/my/en/BrandPage.do?pageName=brand_promise

Innisfree. (n.d.). Brand Story: Innisfree’s Brand Concept. Retrieved April 7, 2023, from https://www.innisfree.com/my/en/BrandPage.do?pageName=brand_concept

Innisfree. (n.d.). Brand Story: Innisfree’s Brand History. Retrieved April 8, 2023, from

https://www.innisfree.com/my/en/BrandPage.do?pageName=brand_history

Lamba, C. (2018, February 21). ‘2018 will be the year innisfree expands aggressively in India’. Retrieved from https://www.indiaretailing.com/2018/02/21/2018-will-year-innisfree-expands-aggressively-india/

Lee, J.H. (2021). Korea’s Zero Waste Trend & Innisfree’s Upcycle Store. https://www.creatrip.com/en/blog/10417

Photos:

https://k-popped.com/2019/06/innisfree-eco-hankie-campaign-real-fit-lipstick-new-store/

https://www.facebook.com/innisfreeMYS/photos_albums

https://travelin.koreabyme.com/listing/innisfree-recycled-store/

https://www.creatrip.com/en/blog/10417

https://www.google.com/maps/@37.5788573,126.9821574,3a,75y,250.02h,83.64t/data=!3m6!1e1!3m4!1sXz2JYJ0xUFP1l-qZPeEOIw!2e0!7i13312!8i6656

https://www.instagram.com/innisfreeofficial/

https://www.instagram.com/innisfree_malaysia/