[New Client] Global Beauty Brand Beauty of Joseon

As the global status of K-Beauty rises, NPR is partnering as the marketing agency for the global beauty brand Beauty of Joseon.

Joseonminyeo is a leading skincare brand driving K-beauty trends and growing rapidly in global markets, including the U.S., Europe, and Southeast Asia, based on the philosophy of 'Modern Herbal Beauty' that combines traditional herbal ingredients with modern derma and clean formulas.

In particular, under the brand philosophy of "reinterpreting the wisdom of herbal ingredients with a modern sensibility," the brand has gained high trust among global Gen Z and Millennial consumers based on its ingredient-focused clean formula, lightweight feel, and sustainable ingredients, and its sunscreen and herbal-based ampoule lines have established themselves as a "brand focused on real-world effects" on overseas social media and communities.

Since May 2024, NPR has been actively conducting domestic marketing campaigns in partnership with Practical Strategy, a member of its affiliated working group.

We conducted a strategic IMC campaign focused on newly launched domestic products to effectively convey the brand philosophy and product strengths, and showcased various digital communication activities timed with the launch of new products, including developing campaign names and key messages, producing viral content based on influencers and KOLs, and planning short-form creative that reflects the brand mood.

In addition, in October, we expanded consumer touchpoints between online and offline by planning and operating offline guerrilla events based on collaboration keyrings in conjunction with the launch of products exclusively for the domestic market.

NPR will continuously support the execution of strategic integrated marketing, such as matching influencers suitable for Joseon Beauty's brand value, directing shooting angles and content tone and manner, and building campaign-centered messages, and will serve as a partner to help Joseon Beauty establish stable brand positioning and a fandom in the domestic market.