Amorepacific Creatives - HERA BLACK CUSHION Global Campaign VMD & Operational Guideline

Summary

Following the launch of the third-generation Black Cushion in April 2024, we newly developed VMD across all countries and channels in line with the Re-push campaign, further strengthening the iconic position of HERA BLACK in the global market.

This campaign focused on reinforcing Black Cushion as the true iconic No.1 cushion, built on the unrivaled heritage it has accumulated as the “first and best cushion.” Through storytelling centered on its irreplaceable originality, the campaign also aimed to clearly communicate the symbolic value and brand equity unique to Black Cushion.

In addition, to deliver a consistent brand experience for HERA’s global campaign and enable efficient store execution, we developed and distributed an Operational VMD Guideline. Even across different store environments by country and channel, the guideline systemized the global standard for KV operation and VMD direction so that the campaign message and product visibility could be delivered consistently.

HERA BLACK CUSHION Global Campaign VMD & Operational Guideline 헤라 블랙쿠션 글로벌 캠페인 VMD & Operational Guideline

VMD Design Development

The VMD key design for this Black Cushion campaign was developed around the department store glorifier. In particular, this project introduced an AI-based concept development and preliminary rendering review process, allowing us to quickly visualize and verify the design direction before producing physical samples. Based on the direction shared by related departments during the campaign OT, we first organized the core keywords of the Black Cushion campaign. Centered on keywords such as “first,” “best,” “originality,” “iconic,” “uplift,” and “boldness,” we aimed to visually express the unrivaled heritage of Black Cushion and its symbolic presence as the No.1 cushion. The derived keywords were then visualized as reference images using AI. From the generated images, we referenced elements such as form, layered structure, light reflection, and an upward sculptural flow, and developed design proposals for the glorifier.

*This content was created using generative AI.

Previously, the process involved producing samples based on 2D design proposals, reviewing them physically, and then making revisions. For this project, however, we added a preliminary verification stage before sample production. The 2D proposals were developed into AI-based 3D mock-up images, and mock-up simulation videos were created to quickly review the form, product presentation method, and visual impact when applied in-store. Although the AI rendering results did not perfectly match the 2D proposals, they provided a sufficient level of output for visualizing the design direction in 3D and conducting a preliminary review. In addition, as there was no major discrepancy from the final physical production, we were able to confirm the final design based on the verified proposal and apply it to stores.

*This content was created using generative AI.

The final design was realized as an iconic object unique to Black Cushion, visually conveying its symbolism as the “first and best cushion.” On a black base that reflects light and creates a sense of depth and luxury, we composed a bold, layered steel object and placed Black Cushion at the very top. The upper part of the object was designed with a banded form that creates an upward flow, maximizing the light-reflection effect so that Black Cushion stands out even more. Around the object, we also placed products that can be connected to the Black Cushion routine, allowing customers to naturally recognize not only the hero product itself, but also the products used together with it.

This VMD was also designed with the expandability of Black Cushion Mesh Powder, launched in May, in mind. For the May update, the center object was maintained, while the visual, base plate, and name tags were replaced to create a new mood. To align with the visual mood, the base material was changed to a bright off-white tone with uplighting, and the display method was refined so that the exterior form of Mesh Powder and its inner mesh structure could be clearly seen.

Through this AI-assisted process, we aimed to minimize sample production and repeated revisions, reduce development time and cost, and improve overall work efficiency. Moving forward, we plan to actively expand the use of AI in the VMD development process, particularly in concept development and preliminary review stages.

Visual Plan

Based on the original Key Visual delivered by the related department, the visuals were polished into layouts suitable for offline store environments. To ensure stronger impact in offline spaces, the model layout was adjusted to a scale that customers could clearly recognize, while the logo and product name text were placed according to each visual ratio so that HERA BLACK CUSHION could be clearly identified. A total of nine size variations were developed to respond to the different visual dimensions across stores. This allowed the visuals to be applied appropriately according to each store environment, and they were delivered in selectable formats depending on the visual material, such as pebble light, backlit film, and art paper. In particular, for horizontal visuals, the model cut and product cut were arranged together within a single document so that the campaign message and product information could be communicated at the same time. For the MBS channel, considering the distribution environment and channel characteristics, texture cuts were also included so that the campaign and product features could be understood intuitively through the Key Visual alone. The visual placement was planned based on the importance of each customer circulation path and the customer’s field of view within each store. Priorities were set according to the number of visual application surfaces in each store, and a visual hierarchy was established so that the campaign message could be recognized in stages across the main and secondary circulation paths. Through this approach, the campaign message could be delivered clearly at key touchpoints throughout the store.

Global Operational VMD Guideline

Starting with this Black Cushion Foundation campaign, we developed a Global Operational VMD Guideline to ensure that HERA’s campaigns, which are expanding globally, can be executed consistently across countries and channels. Even across different store environments by country and channel, the guideline organizes the KV operation method and VMD development direction as a global common standard, so that the campaign message and product visibility can be delivered consistently. In particular, considering the department store and MBS environments in key global markets such as Korea, Japan, and Thailand, we systemized the representative VMD types applicable to each channel, along with the standards for visual operation.

This guideline is not simply a distribution document, but an operational guide designed to help each country and channel flexibly adapt and execute the campaign according to its strategy and store conditions. Through this, HERA’s campaign image can be communicated consistently across global stores, while enabling more efficient VMD execution suited to each local store environment. The guideline also allows the overall status of HERA’s campaign rollout in the global market to be understood at a glance, including how it is being developed by country and channel. Even within the same campaign, the different visuals and display products used in each country can be clearly identified, and the guide shows how the campaign is executed across department store and MBS channels respectively. Based on this, we established an HQ-centered campaign operation standard and created a foundation for managing global VMD execution in a more systematic way. Moving forward, we aim to further advance the global VMD operation system so that it can be flexibly applied according to each country and channel environment, while consistently delivering a brand experience that is unmistakably HERA.