Connecting skin concerns to brand language and three SKU roles

JHD / NAMING · BRAND STRATEGY · INITIAL 3 SKU

KOREA / 10–30s SKINCARE

The product material and initial lineup existed, but the brand lacked a memorable personality and a clear logic connecting the products.

We defined a ‘Savvy Go-to’ brand that comes to mind at the moment a skin concern appears, balancing accessibility with expertise and connecting all three SKU roles.

• Market, competitor and opportunity analysis
• Target and pain points
• Brand definition and voice
• Korean and English naming direction
• Three-SKU portfolio
• Product concept and formula direction
• Manufacturer development brief

The roles, target sensorials, key and excluded ingredients, and sample-evaluation criteria for cleanser, serum and gel cream were translated into product development briefs.

• D2C
• BEAUTY E-COMMERCE
• RETAIL PREPARATION

• Competitor-position comparison
• Consumer pain points
• Naming and brand-language fit
• Formula and benefit architecture by product

Language and initial product scenes were built so the brand feels like the first problem-solver consumers turn to, not simply a company that explains products.

Brand definition, naming direction, the roles of the first three SKUs and manufacturing standards were delivered as one brand-and-product system.