AP Beauty New MD Line Product Design
Summary
AP Beauty has newly launched four fundamental skincare products in its MD line, which positions itself as offering “dermatological procedure–level skincare.”
The key challenge for designers in this project was to visually communicate the efficacy of the newly added products while maintaining a clear sense of continuity with the existing MD line.
Below, we would like to share how this challenge was approached from a product design—particularly CMF—perspective.
CONCEPT
While the core concept of the existing M.D. line focused on soothing and restoring the skin after dermatological procedures—and enhancing the post-treatment
synergy—the newly added products take inspiration from specialized treatments offered at
professional skincare clinics, particularly skin booster shots.
In essence, the main concept centers on delivering an immediate “water-glow effect.”
‘Material Concept Board for the New MD Products’
[SHOT 1] Hyaluronic Acid Booster Shot
[SHOT 2] PDRN Booster Shot
[SHOT 3] COLLAGEN Booster Shot
Among them, the Rejuvenating Serum is a new-concept product that combines three professional clinic treatments—hyaluronic acid water-glow, PDRN, and collagen booster shots—into a single bottle,
something previously only possible through dermatological procedures.
To reflect this high-performance “water-glow” concept, we maintained the signature silver metal color of the existing M.D line, while introducing a differentiated finish to express its elevated functionality.
Even within the same silver metal material, differences in finish can create entirely distinct visual impressions.
The brushed silver metal finish, in particular, conveys a technical, functional, and premium feel.
Its finely processed appearance emphasizes engineering precision and technological sophistication,
while its subtle and restrained sheen delivers an understated sense of luxury—elegant without being ostentatious.
The high-gloss silver metal finish (Mirror Polished Silver Metal) creates a futuristic impression and produces a dynamic interaction with light. Its perfectly reflective, mirror-like surface captures the surrounding environment, dramatically showcasing the interplay of light and shadow and drawing the viewer’s attention. When paired with materials such as water droplets or glass—through which light can pass—the clear, luminous “water-glow” effect is further amplified, resulting in a clean and brilliantly radiant expression.
The high-gloss silver metal finish (Mirror Polished Silver Metal) creates a futuristic impression and produces a dynamic interaction with light. Its perfectly reflective, mirror-like surface captures the surrounding environment, dramatically showcasing the interplay of light and shadow and drawing the viewer’s attention. When paired with materials such as water droplets or glass—through which light can pass—the clear, luminous “water-glow” effect is further amplified, resulting in a clean and brilliantly radiant expression.
Given these distinctions, we determined that the high-gloss finish was more suitable for expressing the concept of a “dermatological treatment–level product that delivers an immediate, radiant water-glow effect to the skin.”
We believed that when the glossy finish is combined with the glass container holding the formula—along with the refracted and reflected light and the material cues that subtly allude to clinical procedures—it would communicate the concept even more powerfully.
While maintaining design continuity with the existing high-performance MD products that utilize real metal materials, we chose to apply a transparent half-metal coating in a gradient on the glass container.
This approach allows the “water-glow” concept to be more clearly and confidently expressed by showcasing the luminous, hydrating quality of the formula itself.
PRODUCT SHOT
(Left) Rejuvenating Booster Shot M.D. Serum (Right) Rejuvenating M.D Cream
- Amorepacific Creatives
- Product Design
- Han Jeongmin, Kim Jihyun, Kim Yaesol
- Han Jeongmin, Kim Jihyun,
- Kim Yaesol
- Visual Directing & AI Image
- Kim Jihyun, Kim Yaesol
- BM
- Won Hayoung
- Development
- Jun Sangho, Han Kyounghwan
- Photography
- Shin Sangwoo
