From magnesium you swallow to magnesium you spray

CAREFLEE / TOPICAL MAGNESIUM BODY SPRAY

KOREA / ACTIVE BODY CARE

Magnesium is familiar as an ingestible supplement, but a spray product does not instantly communicate why, when or where it should be used.

We designed the use scene before explaining the ingredient. The position shifted from daily supplementation to body care applied directly to the desired area after exercise, long workdays or outdoor activity.

• Existing brand and product asset audit
• Category redefinition
• Use occasion and target design
• Product concept and sales language
• Spray formula and sensorial direction
• Package and content renewal

For direct skin use, formula and component direction were connected through spray pattern, coverage, residue and ease of use.

• D2C
• FITNESS · SPORTS
• LIFESTYLE COMMERCE

• Spray coverage and usability
• Skin feel
• Occasion-based consumer language
• Review of permitted labeling and advertising expressions

Rather than stating that magnesium is beneficial, the campaign dramatized the action of reaching for and spraying the product after exercise, long hours standing, or whenever the body needs care.

The renewal established a new product role and content direction: not another supplement, but immediate body care for specific moments.