Summary
SOON+ is an active ingredient and efficacy-focused derma skincare brand for sensitive Asian women’s skin, and the design concept was based on product attributes that suggest optimal skincare solutions for sensitive skin concerns.
Design
The “+” symbol is used as a decorative element to reinforce the soft derma brand image, while graphic elements on either side of the pH 5.5 mark symbolize pH-balanced care. The concept centers on caring for unhealthy skin—whether too alkaline or too acidic—using a pH 5.5 formula across all products (foam, toner, and lotion) to restore the skin’s ideal mildly acidic state and maintain its health.
The container design emphasizes clean, minimalist lines, with a nude pink tone that reflects the product’s concept of restoring the skin to its naturally healthy condition.
Heritage
Soon Plus inherits the legacy of SOON, a non-irritating skincare line launched by Amorepacific in 1988. Infused with Amorepacific’s 30 years of research solutions for sensitive skin, it retains the brand’s simple, clean design aesthetic while incorporating trendy elements to appeal to Chinese consumers aged 20–35.
