이 프로젝트는 아모레퍼시픽 크리에이티브 센터의 선행디자인 프로그램인 Creative Partners 를 통해 제안한 아이디어에서 시작되었습니다.
ILLIYOON Hypoallergenic Reading
일리윤 저자극 읽을거리
AMOREPACIFICAug 01, 2021
Summary
Under the theme of Iliyun Low-Irritation Reading Material, we planned, wrote, and published content specifically for ILLIYOON brand customers.
ILLIYOON is a body care brand for sensitive skin that has earned strong customer loyalty through its cost-effective, trustworthy products. However, in order to become a brand that customers love—beyond simply being a cost-effective option—and to expand its brand value, it needed to make a leap toward becoming a lifestyle brand. This project is a series of editorial columns aimed at broadening ILLIYOON’s customer base and demonstrating the brand’s sincerity in caring for all aspects of customers’ sensitivities, not just their skin.
The designers who worked on this project shared a keen sense of style, emotional awareness, and a love for writing. Through conversations, we discovered these commonalities and thought it would be meaningful to create stories for people like us—people who are sensitive. We believed these personal stories, as ILLIYOON consumers, could naturally become the brand’s stories and content.
That’s how the brand Illyun was born. We believed that our own sensitive stories, as consumers of Illyun, could become the brand’s stories and content.
Through this project, we aimed to reinforce ILLIYOON’s brand concept. Rather than relying solely on product-focused communication, we explored diverse messaging strategies that could relate to customers’ lives from multiple perspectives. Our goal was to expand brand touchpoints to build trust and emotional connection with the brand itself—not just satisfaction with the products.
In doing so, we sought to develop and activate content assets unique to ILLIYOON’s newly renovated official online store. Building alignment and consensus with the marketing team was essential for the success of the project.
Around May 2022, when the project was being planned, the ILLIYOON Mall had just undergone a redesign. However, beyond offering purchase benefits, the site lacked features that set it apart. After forming a consensus with the marketing team on the need for meaningful content, we moved forward with the project in earnest.
During the process, we planned and wrote copy aligned with the ILLIYOON concept.
We also refined the appropriate tone of voice for the brand.
Additionally, we planned and photographed the visual direction for the content.
We aimed to create images with a simple and honest tone, aligned with low-stimulus keywords and tailored to the theme of each article.
This includes the process of creating the title image.
We also developed a guide to ensure smooth collaboration with the marketing team and the long-term sustainability of the project.
Plans were also communicated to distribute low-stimulus content through platforms such as KakaoTalk.
These are excerpts from the content we created. We curated a balanced mix of informative articles for sensitive customers and empathetic stories designed to resonate with them.
