I joined Amorepacific R&D Center in 1995 and worked as a fragrance researcher, then moved to the marketing field, where I worked on launching espoir (then a perfume brand) after two years of preparation. After that, I participated in a project to rebrand espoir specializing in makeup and represented espoir to lead its global expansion and growth. Since November 2018 until now, I have been in charge of HERA and Goutal at HERA Brand Division.

Since its launch in 1995, HERA has established itself as a luxury beauty brand representing 'Seoul' by defining and creating the new beauty of each era. When I was first appointed as Head of HERA Brand Division in 2018, HERA needed to be reframed with a sense of contemporary luxury while maintaining the spirit of 'Seoul Beauty'. To that end, we strengthened the brand's identity and communication with keywords such as "Here (right here in Seoul), Now (at this moment), Myself (revealing who I truly am)", #living in Seoul Today, and #a brand that leads the beauty of life and people at the forefront of beauty and cultural trends, which started to get positive feedback. As a result, Black Cushion, Silky Stay Foundation, and Sensual Lip makeup products began to gain popularity among millennials and Gen Z, mainly on digital channels and at department stores, allowing HERA to achieve good results in various marketing research and sales figures.

We believe HERA and Jennie are closely connected in the sense of 'the first and the best.' Also, they both represent the persona of contemporary Seoulista. It has been four years since HERA and Jennie started working together in 2019, and we are creating synergies based on mutual trust. Jennie genuinely loves HERA's products, and her fans know that. And Jennie's fans acknowledge that HERA and Jennie respect and love each other not just as an advertiser and a model, which even gave rise to the new keyword #HERAJEN. Jennie is an ambassador for several luxury brands, but her fans and HERA's customers say that HERA knows Jennie's face best and understands how to present it beautifully. That is why HERA's beauty look with Jennie is influential on customers.

Based on the persona of 'Seoulista', HERA will continue to evolve our beauty and culture in line with the spirit of the times. Building on HERA's solid brand identity, we are actively considering going global. HERA will officially launch its business in Japan this year and then consider entering other markets such as the ASEAN region, the US, and China. It will allow us to spread the brand value of young and contemporary HERA that completes what it means to 'be myself' to the world so that global customers can enjoy 'Seoul Beauty' in their way.

The main keyword for Today's beauty trend would be 'be me.' To focus on this year, I think the keywords would be 'no-makeup makeup' and 'healthy glow'. Makeup items and routines that help you confidently reveal your strengths, such as smooth skin that glows from within, more vibrant MLBB lips, eyebrows with vivid texture, etc., will become necessary. Brands must be more sophisticated and delicate to help customers materialize their needs more efficiently. 'Being myself' is not just 'being natural.'