{"id":14596,"date":"2023-04-14T15:27:10","date_gmt":"2023-04-14T15:27:10","guid":{"rendered":"http:\/\/dev.stories.amorepacific.com\/en\/?p=14596"},"modified":"2023-07-24T17:39:04","modified_gmt":"2023-07-24T08:39:04","slug":"the-allnew-innisfree","status":"publish","type":"post","link":"https:\/\/dev.stories.amorepacific.com\/en\/the-allnew-innisfree\/","title":{"rendered":"The All-New innisfree \u2013 Choi Min-jung, head of innisfree"},"content":{"rendered":"<br \/>\n<style type=\"text\/css\"> \/* common : S *\/ .responsive_column_wrap {margin:0;max-width:900px;margin-left:auto;margin-right:auto;padding-bottom:100px;font-size:17px;color:#555;line-height:1.65;word-break:keep-all;} .responsive_column_wrap.zh {word-break:break-all !important;} .responsive_column_wrap span {margin:0;} .responsive_column_wrap .fw600 {font-weight:600;} .responsive_column_wrap .c111 {color:#111;} .responsive_column_wrap .ptc01 {color:#63caf5;} .responsive_column_wrap .ptc02 {color:#30aadd;} .responsive_column_wrap .fz18 {font-size:18px;} .responsive_column_wrap .fz20 {font-size:20px;} .responsive_column_wrap .underL {text-decoration:underline;text-decoration-skip-ink:none;} .responsive_column_wrap .italic {font-style:italic;} .responsive_column_wrap .taL {text-align:left;} .responsive_column_wrap .taR {text-align:right;} .responsive_column_wrap .taC {text-align:center;} .responsive_column_wrap .inner30 {margin-left:30px;margin-right:30px;} .responsive_column_wrap .inner50 {margin-left:50px;margin-right:50px;} .responsive_column_wrap .hash_text {font-size:18px;font-weight:600;letter-spacing:-0.02em;color:#111;} .responsive_column_wrap .star {color:#30abde;} .responsive_column_wrap .img_area > div {margin:0 auto;} .responsive_column_wrap .img_area .img_desc {display:block;margin-top:10px;font-size:16px;text-align:center;color:#888;} .responsive_column_wrap .box_area {margin:0 30px;padding:30px;border:1px solid #c0c0c0;box-sizing:border-box;line-height:1.7;} .responsive_column_wrap .source_area {margin:0 30px;} .responsive_column_wrap .source_area .box_in {border-top:1px solid #999;padding-top:5px;} .responsive_column_wrap .video_area {position:relative;} .responsive_column_wrap .video_area iframe {position:absolute;top:0;left:0;width:100%;height:100%;} \/* common : E *\/ .responsive_column_wrap .question_box .text {display:flex;align-items:baseline;} .responsive_column_wrap .question_box .text::before {content:'Q';flex:0 0 24px;width:24px;height:24px;margin-right:10px;border-radius:50%;background-color:#ddd;text-align:center;line-height:24px;color:#fff;} @media (max-width:768px) { \/* common : S *\/ .responsive_column_wrap {padding-bottom:50px;} .responsive_column_wrap .inner30, .responsive_column_wrap .inner50 {margin-left:0;margin-right:0;} .responsive_column_wrap .img_area .img_desc {font-size:14px;} .responsive_column_wrap .box_area {margin:0;padding:15px;} .responsive_column_wrap .source_area {margin:0;} .responsive_column_wrap .source_area .box_in {padding-top:2px;} \/* common : E *\/ } <\/style>\n<div class=\"responsive_column_wrap\">\n<div class=\"video_area\"> <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/11832715-c6aa-42ff-81f6-3b412eca15fa.jpg\" alt=\"\ube44\ub514\uc624\uc601\uc5ed\"> <iframe width=\"100%\" height=\"100%\" frameborder=\"0\" allowfullscreen=\"\" src=\"https:\/\/www.youtube.com\/embed\/GgVx7_0t1JU?version=2&amp;autoplay=0&amp;loop=1&amp;autohide=1&amp;controls=1&amp;showinfo=0&amp;rel=0&amp;wmode=opaque\"><\/iframe> <\/div>\n<p> <\/p>\n<div class=\"text_area inner50\">\n<div class=\"question_box\">\n<p class=\"text fw600 c111\"> Please briefly introduce yourself. <\/p>\n<\/p><\/div>\n<p> I worked at a global consumer goods company and a consulting firm prior to joining Amorepacific\u2019s Group Strategy Division in 2019. I was initially part of the eSpoir team, and was appointed as the head of innisfree last summer. <\/div>\n<p> <\/p>\n<div class=\"img_area inner50\" style=\"text-align:center;\">\n<div> <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/ea462d52-df8c-40cd-af13-9cd12ee8c0aa.jpg\"> <\/div>\n<\/p><\/div>\n<p> <\/p>\n<div class=\"text_area inner50\">\n<div class=\"question_box\">\n<p class=\"text fw600 c111\"> It seems that innisfree has gone through a major makeover, as can be seen from the clip featuring The New Isle. Please tell us more about this change. <\/p>\n<\/p><\/div>\n<p> Yes, innisfree went through a major transformation, expanding its brand concept so that we can communicate better with our customers and build stronger brand power. Our new slogan, <span class=\"italic\">\u2018Effective, Nature-Powered Skincare Discovered from the Island,\u2019<\/span> has been reflected in the entire brand presentation, from our logo, and product design, as well as the message, look and feel of our communication content. <br \/> Our brand name, innisfree, is a compound word of \u2018innis,\u2019 meaning island, and \u2018free,\u2019 referring to freedom. Our brand identity has previously been confined to aspects of Jeju. We decided to reinterpret this brand identity, and incorporate a wider concept that encourages discovering, exploring, and creating new values borne from nature. <br \/> The \u2018The New Isle\u2019 campaign clip shows the innisfree island filled with the mysterious energy of Mother Nature, featuring different characters that draw upon the persona of innisfree, demonstrating the brand\u2019s unique interpretation of the world through dynamic actions. <br \/> Our spin-off campaigns for each product will show these characters fearlessly exploring nature at the key spots of The New Isle, such as the Green Tea Rain Forest, the Pond of Healing, and the Purifying Stone. This spirit of fearlessly breaking through new boundaries is deeply rooted in our heritage, more specifically in how we harvested green tea from rock-covered wasteland back in 1979 and how we were the first in the world to develop green tea dedicated to the skin. Product-wise, we continue to focus on nature-derived ingredients, but going forward, we are going to be combining them with active ingredients, while introducing new benefits of green tea that go beyond hydration. I also believe that this new take on our flagship ingredients is also in line with our spirit of continuously pioneering new grounds. <br \/> We have also begun our clean beauty transformation in order to meet the ever-changing demands of our environment-conscious consumers around the world.  <\/div>\n<p> <\/p>\n<div class=\"text_area inner50\">\n<div class=\"question_box\">\n<p class=\"text fw600 c111\"> Seventeen\u2019s Mingyu has joined the brand as the new ambassador, in addition to Jang Won-young. <\/p>\n<\/p><\/div>\n<p> innisfree persona needed a more active approach, which is why we looked for someone who actively communicates with global fans on social media, sharing photos of their daily lives. Seventeen\u2019s Mingyu fit this criterion perfectly, and that\u2019s how he became our new brand ambassador. He\u2019s even more enthusiastic in person and even re-created his version of the choreography we had designed for the dance scene in the clip. We could tell that he put so much effort and time into the scene. Thanks to Mingyu\u2019s passionate persona, we have been seeing some great responses from the fans. <\/div>\n<p> <\/p>\n<div class=\"img_area inner50\" style=\"text-align:center;\">\n<div> <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/be6b82fd-304d-4e18-9f72-330d2ce7be26.jpg\"> <\/div>\n<\/p><\/div>\n<p> <\/p>\n<div class=\"text_area inner50\">\n<div class=\"question_box\">\n<p class=\"text fw600 c111\"> You have such great style. You must be a beauty enthusiast yourself. Please tell us about your go-to skincare products. <\/p>\n<\/p><\/div>\n<p> After joining innisfree, I almost only use innisfree products. It shows how confident I am about the benefits our products offer. Recently, I\u2019ve started using the Green Tea Seed Serum, the Black Tea Ampoule, and the Black Tea Treatment Essence right after washing my face. Depending on the season and weather, I sometimes only use one of those products. Aside from these three favorites, I also love the Collagen Cream, which I started using last winter. I used to not like light-textured creams, but I really like how the Collagen Cream feels on my skin and how long it lasts.  <\/div>\n<p> <\/p>\n<div class=\"text_area inner50\">\n<div class=\"question_box\">\n<p class=\"text fw600 c111\"> What are innisfree\u2019s goals and vision going forward? <\/p>\n<\/p><\/div>\n<p> We will be incorporating the new slogan, \u2018Effective, Nature-Powered Skincare Discovered From the Island\u2019 more actively across our entire portfolio. We are planning on continuing to communicate our brand identity as a clean beauty brand with \u2018island-derived energy\u2019 and develop nature-based yet effective products. <\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Please briefly introduce yourself. I worked at a global consumer goods company and a consulting firm prior to joining Amorepacific\u2019s Group Strategy Division in 2019. I was initially part of the eSpoir team, and was appointed as the head of innisfree last summer. It seems that innisfree has gone through a major makeover, as can [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":14598,"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":[3,36,4],"tags":[],"post_series":[],"class_list":["post-14596","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-heritage-old","category-people","category-member"],"aioseo_notices":[],"acf":[],"jetpack_featured_media_url":"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/\/contents\/f9d74b4e-0b07-45c4-b8f6-d77029726fe3.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/14596","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"}],"author":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/comments?post=14596"}],"version-history":[{"count":1,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/14596\/revisions"}],"predecessor-version":[{"id":14597,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/14596\/revisions\/14597"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media\/14598"}],"wp:attachment":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media?parent=14596"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/categories?post=14596"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/tags?post=14596"},{"taxonomy":"post_series","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/post_series?post=14596"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}