The Mise-en-scene Hyaluron 5 Plus line contains hyaluronic acid to deeply moistur dry and weak hair, especially during winter. It also includes
collagen and biotin, making it suitable for various hair concerns. When used together with treatments, it provides intensive moisture to the scalp
and hair, strengthening the hair barrier and leaving your hair moist and healthy. This line is exclusively available at Emart, making it more
accessible and designed with everyday use in mind for supermarket shoppers. We share the design development story of this lifestyle product.
Design story
Generative AI
As generative AI technology continues to advance rapidly, our company is also actively providing AI insight training for employees to prepare for the evolving work environment.
We anticipated that generative AI would be used to generate design concepts even in non-design roles, and this project gave us practical experience in that regard.
The product in focus is an exclusive item for E-Mart, where the opinions of MDs—who interact directly with consumers—play a key role.
The brand marketer used generative AI to create the initial design concepts, which were then refined through collaboration with relevant departments to establish a clear direction for the design brief.
The agreed-upon design direction included a blue container to intuitively convey a sense of moisture, a product name that highlights the key ingredient *Hyaluronic Acid 5+*, and a visual concept featuring water droplet icons and hydration-related design elements.
Typically, multiple design proposals are required based on an initial direction.
However, in this project, the final design was swiftly developed by upgrading the initial AI-generated concept that had been agreed upon.
This approach proved to be well-suited for the retail channel environment, where fast feedback and quick decision-making are essential.
Design approach
Designing for a lifestyle brand requires a different approach than designing for cosmetics.
In a retail setting where hundreds of products are displayed side by side, it is crucial to create a design that effectively highlights our product’s strengths.
For this design, our primary focus was to make the moisturizing ingredient—hyaluronic acid—more accessible to consumers.
While hyaluronic acid is widely recognized in skincare, the English term itself may still be unfamiliar to many consumers.
Especially for our target audience—supermarket shoppers in their 40s and 50s—we clearly displayed the ingredient name in Korean on the front of the packaging and included a friendly explanation to help consumers easily understand its benefits and effects.
This allows them to intuitively grasp the product’s key ingredients and functions.
Since self-selection is important for household goods, presenting information in easy-to-understand Korean and supplementing it with visuals of the main ingredients helps clearly communicate the product’s value.
This enables consumers to quickly recognize the advantages of our product in a crowded retail environment and confidently make a purchase decision.
This project, which utilized generative AI, demonstrated its potential as a tool to enhance
efficiency in setting design direction and provided an opportunity to explore new methods of design development.
