Innisfree Turns Hydration Into A Global Sensory Ritual

For the global launch of Green Tea Ceramide Mist, Innisfree set out to convert new consumers, existing fans, and Green Tea Ceramide Milk Toner users into habitual lovers of the Mist through a social-first campaign.

Building off the previous season’s Supercharged platform, the work further established Green Tea Milk’s product equity while expanding the franchise from a morning routine into a repeatable, real-world habit. If Milk built belief, Mist could build habit.

Shot across two productions, in Seoul with global ambassador MINGYU and in Los Angeles with a global cast, the campaign connects the product’s Korean beauty context with a social-first visual system designed to travel across markets. We developed the strategy, messaging platform, creative direction, visual system, and content approach, building a world that could feel culturally specific while staying globally adaptable.

The creative direction centered on sensory cues: milk pouring across skin, green tea leaves in motion, droplets hitting glass, mist settling on the face, and sonic details that hinted at how the product works before it needed to be explained. To tease the launch, we partnered with Not Alone Studios - a Paris and Seoul based anime artist - to launch a two part series, creating intrigue through art. Rather than relying on product claims alone, the system made hydration feel visible, audible, and immediate.