[New Client] True Herbal Cosmetic Brand Belif

Ahead of the spring/summer season, beauty brands are expanding consumer touchpoints through experiential marketing that spans both online and offline channels, and attempting to shift perceptions regarding new skin concerns.

NPR successfully held the offline experiential event 'Frozen Cream – Cooling Lab' with LG Household & Health Care's beauty brand belif.

Belif, a true herbal cosmetic brand, is a skincare brand that pursues 'True Hydration' to nourish the skin's essence under the philosophy of 'Believe in Truth' and honest formulas based on herbal traditions. Through its signature product, Aqua Bomb, the brand has been offering deep hydration and care for healthy skin conditions.

This event was planned to convey a new direction in skincare by proposing 'Aqua Bomb Frozen Cream,' which has established itself as Belif's hero product since its launch, as a solution for defending against heat sensations caused by daily heat irritation.

The event was operated under the concept of the 'Belif Cooling Lab Studio,' and the reach of the message was enhanced by inviting a diverse target audience, including highly engaged beauty influencers and experience groups. Photo zones and spatial visuals were designed around the key message 'FREEZE THE HEAT,' and concept props were utilized to create an environment where the brand message could be experienced intuitively.

Furthermore, we organized experiential programs, such as hydration and soothing tests, to facilitate an easy understanding of the product's key message and efficacy. We also enhanced expertise and credibility through multi-layered sessions featuring dermatologists, brand researchers, and makeup artists. This encouraged participants to personally experience the product's effectiveness and naturally share their experiences through content.

NPR, in collaboration with Practical Strategy, a member of its affiliated working group, is actively executing Belif's IMC campaign for the first half of this year. In particular, overseeing the planning and operation of this event, NPR strategically designed the brand's message in terms of visuals and storytelling, and established a structure where the experience leads to endorsement and widespread adoption. Through this, a strong perception of the products and brand activities was formed, and the effectiveness of communication linking online and offline channels was maximized.

NPR will continue to serve as a strategic marketing partner to effectively convey Belif's brand identity and product value to consumers and to establish a differentiated skincare positioning.