{"id":14546,"date":"2022-09-20T17:37:08","date_gmt":"2022-09-20T17:37:08","guid":{"rendered":"http:\/\/dev.stories.amorepacific.com\/en\/?p=14546"},"modified":"2022-09-20T17:37:08","modified_gmt":"2022-09-20T17:37:08","slug":"from-the-origin-of-the-b","status":"publish","type":"post","link":"https:\/\/dev.stories.amorepacific.com\/en\/from-the-origin-of-the-b\/","title":{"rendered":"From the Origin of the Brand to Its Completion, Sulwhasoo Launches a Brand Campaign to Declare Its Reinterpreted Identity and Universe"},"content":{"rendered":"

– Kicking off a #SulwhasooRebloom campaign to communicate the brand\u2019s origin and identity<\/p>\n

– Introducing two types of manifesto films to show the brand\u2019s attempt to embody and convey its narrative on the beginning and completion of Sulwhasoo<\/p>\n

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In September, Sulwhasoo, a global luxury skincare brand, is to launch a campaign titled #SulwhasooRebloom with brand manifesto films reinterpreting the birth and spirit of the brand.<\/p>\n

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The campaign will deliver messages through the two films to solidify the brand\u2019s starting point and unlock the foundation of the brand universe has built.<\/p>\n

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Sulwhasoo is an iconic brand that presents fundamental solutions to skin concerns and conveys the value of aesthetics beyond beauty towards the level of art and culture. It is Korea\u2019s representative beauty brand grown over the years catering to women\u2019s needs in their lifecycle, achieving wide-ranging records of being the first and the best. Its campaign aims to provide an opportunity for existing and new customers to look at the brand from a different angle so that the clarity of Sulwhasoo’s existence could be firmly instilled.<\/p>\n

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To this end, Sulwhasoo breaks the conventional campaign formula to release two manifesto films at the same time. Although the two films have different techniques and methods expressed, they share a common story about the start and completion of the brand.<\/p>\n

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We lived it. You live it.<\/span><\/p>\n

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The first one is a global brand manifesto film titled , which comprehensively expresses Sulwhasoo\u2019s historical milestones and various personas of women by time. It embodies the aura of Sulwhasoo\u2019s distinguished brand heritage. It all started from a journey of a single drop that began in 1932 with camellia oil, which was extracted and sold by Yoon Dokjeong, the mother of Sulwhasoo\u2019s founder Suh Sungwhan, in Kaesong. The journey manifests Sulwhasoo\u2019s presence in the lives of so many women over a long time. The journey begins with the moment when a modern woman uses cosmetics. And the journey is expressed with a powerful and impactful reverse technique that goes back to the past and sensibly depicts the historical moments toward beauty that Sulwhasoo has trodden on with a woman\u2019s pioneering spirit.<\/from><\/p>\n

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A Woman Making Pottery Reblooms as a Flower<\/span><\/p>\n

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Meanwhile, the global brand ambassador film is titled . It cinematically expresses and tells the journey of the start and completion of the brand using metaphorical symbols. The beautiful images and an intriguing story have been created through such elements as \u201cmother earth,\u201d \u201csnow,\u201d and \u201cflowers\u201d to touch upon the source of the brand, which began with the spirit of \u201cflowers blooming in the snow,\u201d and its corresponding philosophy. Sulwhasoo\u2019s new global ambassador ROS\u00c9 sensibly expressed the brand\u2019s spirit and image through the film.<\/a><\/p>\n

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\u201cSoil\u201d as the basis for and the start of all terrestrial lives including humans symbolizes the essence and birth of the brand, while \u201csnow\u201d means the journey that has driven the hardship for what the brand is today and the achievement that originated from its endurance. Lastly, \u201cflowers\u201d in full bloom despite the snow show the current facets of Sulwhasoo that has inherited the pioneering spirit and its image as the heir that is committed to carrying on the journey of beauty.<\/p>\n

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A Journey of Creation, Inheritance, and Circulation<\/span> <\/p>\n

The two videos seem to have different directions with completely different narrative development and techniques. However, both are organically linked with a common purpose. Madam Yun Dokjeong\u2019s pioneering spirit, which began with camellia oil, is aligned with the energy of soil which is the source of all starts and symbolizes the essence and birth of the brand. Snow is not only the journey that has driven the hardship for Sulwhasoo to be what it is today but also the exaltation over the achievement the brand has made so far. The journey that has set numerous first and best records as the history of strong tenacity and passion is embedded in the snow. This beautiful journey finally penetrates the snow and blooms into flowers, completing the shape of how Sulwhasoo looks today.<\/p>\n

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A source from the Sulwhasoo brand noted, \u201cThis campaign is about showing our journey to reach out to the beauty of our customers by inheriting the pioneering spirit. It is also the brand\u2019s commitment to inherit our spirit and move through its own philosophy and heritage. Just as Sulwhasoo began with a woman\u2019s dream of beauty, we hope that all the customers who come across this campaign will be reminded of what dream they would like to achieve in their life, and bloom to the fullest as the word \u2018Sulwhasoo\u2019 or \u2018snow flowers in full bloom\u2019 connote.\u201d<\/p>\n

Sulwhasoo and ROS\u00c9<\/span> <\/span> <\/p>\n

Having opted for a slightly distinctive approach and moving from the norm, Sulwhasoo\u2019s pick for its new model is also unique. K-pop artist ROS\u00c9 from BLACKPINK who continues to have an unrivaled record as a band member and soloist has joined the brand as its new global ambassador.<\/p>\n

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Sulwhasoo even considered the authenticity of the brand to be manifested by its model after a careful selection process to pick someone that can be well aligned with the brand. Sulwhasoo paid attention to how ROS\u00c9 has been pioneering and ambitious in pursuing her dream to become who she is as a talented artist today, which, Sulwhasoo recognized, was in line with its pioneering spirit. Sulwhasoo gave her a role as a brand storyteller who can touch upon every facet of the brand beyond simply serving as a product ambassador emphasizing product efficacy and envisioning its image.<\/p>\n

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\u201cIt is an honor for me to be with Sulwhasoo as its brand global ambassador of the products which not only my mom but also myself have been using for a long time. It is such a great delight and pleasant opportunity. I was at first not confident about how well I could play the role in the advertisement shooting for the brand I have cherished all the time. But this shooting experience was super fun and inspirational. I am also curious about how today\u2019s video story would unfold in the future.\u201d<\/p>\n

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ROS\u00c9 said she is a long-time authentic user of First Care Activating Serum, an iconic product from Sulwhasoo. She vividly remembers the scent of a skincare product she smelled on her mother\u2019s cheek as a child. It was the scent of First Care Activating Serum. ROS\u00c9 has a firm beauty philosophy that she does not switch to another product once she finds a product that fits her skin, and First Care Activating Serum has surely become a must-have beauty item on her dressing table.<\/p>\n

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\u201cExceptionally beautiful flowers that bloomed in snow.\u201d Sulwhasoo will take off its old attire and bloom anew. Just like a glorious process of a flower blossoming and blooming from the soil, Sulwhasoo\u2019s beautiful journey for customers began in 1932. We look forward to Sulwhasoo\u2019s beautiful moves down the road to reflect on its unique spirit and identity through two different films and also to continue the ongoing narrative like a beautiful orchestra creating harmony with two different instruments. Sulwhasoo’s brand campaign will be lived on Sulwhasoo’s official channel (<\/a> @sulwhasoo.official<\/a> ) on 1st Sept.<\/p>\n

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– Kicking off a #SulwhasooRebloom campaign to communicate the brand\u2019s origin and identity – Introducing two types of manifesto films to show the brand\u2019s attempt to embody and convey its narrative on the beginning and completion of Sulwhasoo In September, Sulwhasoo, a global luxury skincare brand, is to launch a campaign titled #SulwhasooRebloom with brand manifesto […]<\/p>\n","protected":false},"author":0,"featured_media":14548,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_list_apon":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28],"tags":[],"post_series":[],"class_list":["post-14546","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand"],"aioseo_notices":[],"acf":[],"jetpack_featured_media_url":"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/\/contents\/23854d21-2015-4db5-b2e1-65a6b089e5e2.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/14546","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/comments?post=14546"}],"version-history":[{"count":1,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/14546\/revisions"}],"predecessor-version":[{"id":14547,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/14546\/revisions\/14547"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media\/14548"}],"wp:attachment":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media?parent=14546"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/categories?post=14546"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/tags?post=14546"},{"taxonomy":"post_series","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/post_series?post=14546"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}