Skin U inno:scent new scented shower gel design
Summary
The SKIN U ‘Innocent’ line, known for its 24-hour subtle, lingering fragrance and ability to create smooth skin,
offers both skincare benefits and a rich sensory experience. Now, the line is expanding its fragrance range to include
the summer season with the launch of a new shower gel featuring a refreshing, non-sticky texture designed to meet a
wider range of customer needs. The product’s design was developed to align with this new strategic branding and to ensure operational efficiency.
Background
SKIN U’s existing Skin Emulsion line, with its signature ceramic-inspired design, contains over 22% skincare ingredients and has consistently
received high customer satisfaction for its user experience. The original SKIN U Innocent Shower Gel, launched last year, has driven brand
growth by positioning itself as ‘scent-focused premium body care,’ delivering on its promise of a 24-hour lingering fragrance and smooth skin.
The new addition to the SKIN U Innocent line inherits the high user satisfaction of the existing products while offering a refreshing feel and a light fragrance suitable for all seasons. It provides a clear point of differentiation from the original Innocent’s deep, rich scent, which was often associated with cooler seasons. This new offering is designed to appeal to a broader customer base.
The new addition to the SKIN U Innocent line inherits the high user satisfaction of the existing products while offering a refreshing feel and a light fragrance suitable for all seasons. It provides a clear point of differentiation from the original Innocent’s deep, rich scent, which was often associated with cooler seasons. This new offering is designed to appeal to a broader customer base.
New Innocent Line
New Innocent Line
Process
During the design process for the new product, our goal was to create a visual connection to the Skin Emulsion line while also clearly
communicating the new product’s unique features: a refreshing application and a light fragrance. Starting with the deep brown color
of the original Innocent container as a base, we explored a wide range of variations— experimenting with matte vs. gloss finishes,
different label colors, and entirely new container colors. We evaluated each option based on product recognition and its strategic
positioning within the same category. Through this process, a consensus was reached: changing the container color was the most
effective way to achieve both operational efficiency and the goal of communicating newness.
The criteria for the new color were twofold: it had to harmonize with the new, refreshing floral fragrance, and it needed to inherit the
brightness of the existing Skin Emulsion’s ceramic-inspired container. We adjusted the warm brown of the original Innocent container to
a much brighter tone, settling on a soft ivory. To maintain brand consistency, the original label design was applied without any changes.
- Amorepacific Creatives
- Design
- 이성엽, 현은정
- Visual Directing
- 유다은
- Photography
- 신규석스튜디오
- BM
- 이상은
- Development
- 최재용
