Korean skincare and beauty brand innisfree, recently launched its first ever music video, to promote a new customisation offering for their range of cushion compact products.
The ‘My Style, My Cushion’ music video, conceptualised by Isobar Malaysia, features five popular Malaysian YouTubers and fashion influencers. The five were chosen by Isobar along with innisfree Malaysia and its PR team based on their distinct styles and personalities.
The song was sung by one of the chosen influencers, Jenn Chia, a popular YouTuber, singer-songwriter and TV host who has more than 125,000 followers across her various social platforms. The lyrics zero in on the different features of My Cushion as well as the different styles that the product caters to, based on the five influencers.
In the video, each influencer represents a different colour scheme that suits their own style. Aside from Ms Chia, the other four influencers included Charis Ow – a popular YouTuber, Nisa Kay, a YouTuber, blogger and part-time model, Kittie Yiyi, local fashion designer, and Brian See, a fashion influencer.
Innisfree’s target audience are college students and young working adults who prefer pure and natural products, so the approach Isobar decided on was fresh and vibrant. The features of the Cushion cases were utilised in ‘a fun and engaging manner’ in the music video, featuring not only the different colour schemes, but the background seen also showcases the various cushion case designs.
The music video not only aimed to introduce the new and improved Cushion product by innisfree Malaysia in an entertaining way but also educate consumers about the three simple steps needed to customised their own personalised cushion.
It is part of a larger campaign which kicked off earlier this month to promote ‘My Cushion’ and also includes a pop-up mall event, all of which are being promoted on innisfree Malaysia’s Facebook page. Isobar also created a microsite that lets consumers customise their Cushion online using the three simple steps as well as save their summary as a guide for when purchasing in-store.
Johnny Nam, Brand General Manager, AMOREPACIFIC SdnBhd, explains, “At innisfree Malaysia, we care about our customers and understands that each of them are unique. ‘My Cushion’ was conceptualised to allow them to customise every aspect of their innisfree Cushion product not just to suit their individual skin needs but also their individual personality; from the base option and applicator type all the way to the case design with more than 100 designs to choose from.”
Innisfree Malaysia is part of South Korea’s make up and skincare company, AMOREPACIFIC.