Description
AHC is a leading brand in the cosmetics industry, particularly known for its sunstick products, which have dominated the Korean market, holding the coveted No. 1 position for an impressive nine consecutive years. 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.
Campaign Idea :
Initially, our 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 our search for a fitting spokesperson, we 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 our brand. We captured Taemin's passionate approach and professional spirit through a well-crafted promotional video. The campaign centers around the empowering slogan, " When I embrace the sunlight,
I radiate my true brilliance”, which resonates deeply with our 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. We 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, we plan 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, we 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 our effective products. This initiative will address their skin concerns, providing immediate solutions as they revel in the summer heat.
Regarding our media strategy, we are strategically utilizing platforms like Twitter and TikTok, which are widely used by Taemin's fanbase. We're developing engaging supplementary videos alongside our primary promotional content, including close-up shots of Taemin’s face and dance performances crafted specifically for fan engagement. Additionally, we are exploring options to produce collectible photo cards and merchandise that resonate with Taemin's followers, all designed to foster a deeper connection to our products and encourage future purchases.
Results :
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, we anticipate a growing interest as summer approaches. With Taemin’s dynamic image being strategically integrated into various planned promotional activities, we expect this synergy will lead to increased purchases from existing fans and new customers drawn in by his influence.
This professional campaign titled 'MASTERS SUNCARE' was published in South Korea in March, 2025. It was created for the brand: AHC, by ad agency: INNORED. This Integrated medium campaign is related to the Beauty industry and contains 1 media asset. It was submitted about 1 month ago.