NEWS
TUX named one of Adweek’s Fastest Growing AgenciesInnisfree
Innisfree is a K-Beauty brand beloved by Gen Z, with several products reaching holy grail status. Known for blending nature and science, their formulas use sustainably sourced ingredients to deliver effective, everyday skincare.
That popularity, however, comes in a landscape where FYPs are endlessly scrollable and attention spans are fleeting.
Innisfree wanted to cut through the noise and bring personality, energy, and a sense of fun to their online presence. To help achieve this, we created two social campaigns that gave Innisfree a fresh, edgy, youthful feel.
For the 2024 campaign, we reimagined their social presence with a fresh direction centered on three hero products. By giving each one its own persona—Crazy Protective, Hardcore Glowy, and Subtly Strong—we created summer-ready, product-led content that brought each formula to life in a playful way.
Building on the strong engagement of the 2024 campaign, we evolved the brand’s social-first world with an influencer-led approach. We introduced wild personas—a nod to the lush green tea behind the formulas—centered on long-lasting hydration and featuring two key products, including their #1 SKU. Bright, youthful visuals paired with creator-led content resulted in an energetic, free-spirited expression of nature-powered skincare made for the feed.
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