Innisfree, owned by South Korean beauty titan AmorePacific and a trailblazer in Korean beauty, is embarking on a rebrand as it continues to expand its community and cater to a new wave of customers.
The transformation will encompass all aspects of the brand, including product packaging, the logo, and brand assets, with the rollout commencing in July and set to be completed by December 2023.
The rebrand was showcased at the Australian launch of the Vitamin C Green Tea Enzyme Brightening Serum, where Innisfree marketing manager Samantha Beckwith explained more.
“The reason for the change is because we have a fantastic customer base that loves the brand but we’re very aware there’s also a new generation of shoppers,” she said.
“We want to make sure that the brand looks and presents as innovative and showcases a range of nature-powered, active, and sustainable products that resonate with the confident, energetic, and conscious lifestyles of our consumers.”
The second development out of the internal Green Innovation Lab, Vitamin C Green Tea Enzyme Brightening Serum has been created in direct response to customer demand for brighter and clearer skin.
Infused with both water-soluble and oil-soluble vitamin C derivatives, the formula allows for enhanced ingredient absorption and efficacy, without causing irritation.
Images from the launch event below. Photography: Studio La Tessa.
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