With the launch of an in-house exhibition called ‘Real Retro’ operated by the team,
we have garnered positive responses regarding archive contents both internally and externally.
We strived to generate contents from our accumulated archive materials,
being confident that those are our unique stories we can deliver the best.
[Production process]
We would like to introduce the process of creating a book for one year
since the launch of YUHAENGHWAJANG (Cosmetic white paper) project planning in March 2021.
March 2021
‘Cosmetic White Paper’
on the beginning of the
YUHAENGHWAJANG project
First filming at Osan Archives
Production of mockup for mirror
Mirror production
Icon of 80’ Kim Jiho’s filming & interview
Editing of the past materials, coverage, and writings
Pictorial filming
Product filming
Risabae’s filming & interview
Package design & mockup
Printing provision
Visual filming
[Concept & composition]
In those days, that we loved
The book contains women’s stories and method of self-love through makeup from the 1950s until today,
and it consists of keywords representing each decade era.
It contains photos and recovery of the past materials and reinterpretation through illustrations,
besides interviews with experts from the beauty industry, icons from each period and various occupation groups.
The book was finally completed after spending 10,200 hours for production by restoring materials which amount to a total of 379 books,
including Korea’s oldest beauty magazine ‘Hyangjang’, and by conducting interviews with nine beauty experts.
[Single volume design]
Concept
After some doubt about the misinterpretation of ‘trend’ as a majority of the book consists of the past archive materials,
we concocted the idea of incorporating ‘likes’ from the Instagram as a better way of expressing the book on fashion
which connects the past and the present. We created a design by reimagining the image of past actress Han Hye-sook’s
blue shadow and rich hair, allowing contemporary people to click ‘like’ on them.
We thought that the ‘likes’ on Instagram signify a sign that can deliver the meaning of
‘something popular’ and ‘something liked the most’ by contemporary people.
[+Limited package design]
We also confirmed the preferences of customers or other designers through the ‘AC Instagram’
by using the final draft which was selected from various designs.
Final selected design
The paper insert version was produced
in two kinds and provided arbitrarily to the customers.
[Limited goods design]
Concept
We selected the mirror as a suitable good for YUHAENGHWAJANG because it is the most basic tool when applying makeup and
looking at ourselves as we are. The mirror was designed using the shape of Nagrang products sold in the 1980s as a motif.
‘Reflects yourself as you are, by the way we all loved’
YUHAENGHWAJANG (trendy makeup)
that we all loved in those days
[Wadiz funding sales]
We focused on forming an affinity and communicating with customers ranging widely in age, while delivering the heritage of Amorepacific
which celebrates its 77th anniversary in a more approachable and friendlier way. Accordingly, Wadiz, an MZ generation customers-based
channel has been a suitable platform in delivering the production purpose and background of 〈YUHAENGHWAJANG〉 in the most detail. So,
we thought the unique ‘Beauty Curation Book‘ 〈YUHAENGHWAJANG>, which presents the dynamic 77-year history of Korean makeup culture
in one book, captures Wadiz’s value, pledging to create unprecedented value for the world, and finally selected it as a launch platform.
Designing the detail page of Wadiz, which was challenging in the least
〈YUHAENGHWAJANG〉 embodying the essence of 77 years of Korean makeup styles in one book, was made by extracting rare beauty materials from 379 books
through 45 people’s participation and 10,200 hours of production time. Our mission was to deliver the long-lasting story of 〈YUHAENGHWAJANG〉 that
was created with the brand identity and prestige of Korean makeup as well as great care and efforts in one detailed page to customers. Notably,
we cherished our efforts made with team members to conceive the main copywriting which can express 〈YUHAENGHWAJANG〉 in the best way. As we needed
clear commercial copywriting to pique supporters’ attention to Wadiz, we actively listened to MZ’s opinions and reflected various opinions, and
finally succeeded in creating a copy called ‘〈YUHAENGHWAJANG〉 that we all loved in those days.’ Based on this, we produced a detail page to improve customers’ understanding.
Achievement of funding goal by 3,801% and 904 supporters
We received notification requests for two weeks during July 18-31 on Wadiz, and opened the funding for two weeks during August 1-12.
As a result, we acquired 904 supporters and secured KRW 38,017,950 in funding, accounting for 3,801% of the funding goal.
During the funding period, we had great pride and a sense of responsibility over our work greater than even achieving the funding goal through customers’ interest, love, cheers and encouragement for YUHAENGHWAJANG and close communication with Wadiz’s supporters.
[Media coverage activities]
On July 18, 2022 when YUHAENGHWAJANG was first unveiled officially to the media.
We distributed the first press release for YUHAENGHWAJANG under the title of ‘The Project on Amorepacific’s Beauty Heritage’.
Starting with the motivation for YUHAENGHWAJANG, the message we wanted to deliver through it, the introduction of main contents in the beauty curation book 〈YUHAENGHWAJANG〉 & video, and the information about the launch of the channel Wadiz funding.
We revised the words and sentences numerous times as we had to describe our project prepared for over a year in just a single page.
As a result, four cases of paper articles and 84 cases of online articles were publicized, while several magazines such as Monthly Design, Galleria, Marie Claire, and Hyangjang published articles on YUHAENGHWAJANG.
