Developed in conjunction with Diamond Ogilvy, the push is reportedly aimed at young females in their 20s and early 30s. It links the concept of a salmon spawning with vitality that is subsequently transferred to the skin upon application of the company’s Salmon Brightening product.
The work centres around two TV commercials featuring a young woman initially seeking out a salmon and raising the meat to her face, and later searching for the product to relieve signs of fatigue after watching late night television.
The spots are supported by print, in-store, online and direct marketing components. Media planning and buying duties were also handled by Diamond Ogilvy.
A spokesperson for the agency explained that young Korean women were extremely beauty conscious and concerned with the issue of dark circles under the eyes, and were aware of the nutritional benefits of salmon in treating the problem.
“In order to hold loyal customers, brands have to launch new and interesting products every three to four months,” the spokesperson said, noting that the market was saturated with cosmetics brands.
Competitors for Skinfood are understood to include average- to low-priced brands such as The Face Shop, Missha and Laneige.
The campaign is set to run for three months.
Watch the ad
