SILKY UNLIMITED, a multi-ambassador portrait campaign was launched in March 2023 at department stores of HERA to reinvigorate the
promotion of Silky Stay Foundation, which has been firmly positioned as a luxury foundation since its launch in May 2022 and has become a leading brand.
Concept
While the 2022 VMD (Visual Merchandising) for Silky Stay Foundation focused on the product’s functional attributes by emphasizing the keyword ‘Silky,’
the new 2023 VMD aimed to solidify its status as a luxury foundation and reinforce HERA’s strong market positioning. The product was highlighted alongside
HERA’s bold symbol. Matte acrylic and strategic lighting were applied to the product risers, display bases, and signage to create a high-impact look and firmly establish the brand’s presence.
The promotion actively utilized not only the main campaign images but also supporting model shots. The visual plan was developed with customer
flow and fixture placement in mind to create a diverse range of visuals and moods throughout the store. This approach was designed to emphasize
the versatility of the Silky Stay Foundation and strengthen HERA’s positioning as a leading makeup brand.
