THE FACE SHOP

BACKGROUND

The Face Shop is a cosmetic and skincare brand from Korea that focuses on naturalness to refine beauty from the inside. It is one of the most successful cosmetic brands which accomplished the highest sales in lower-price range cosmetic department with the main marketing concept of the natural not artificial.

The Face Shop has recently debuted in North America by launching its flagship store in Toronto. The debut had been a success; it has surpassed its sales goal on the grand opening week, and continues to reach the goals on a regular basis. However, regardless of the fact that the store location is in an area of high traffic and multicultural demographic, it is constantly full of Asian consumers. The brand is still unfamiliar and seen as foreign with the non-Asian  consumers, which contradict its North American debut. 

MY ROLE

As an art director, I designed a transnarrative campaign that would reach out to a diverse target market. The main insight of this campaign was to remind the consumers that fresh face starts with your skin and no matter your background, skin types are defined by its condition and not its color. This relieves multicultural consumers from the skepticism of Asian products not working on their skin. Through this campaign The Face Shop will not only increase the number of multicultural targets, but also change the perception of the brand from foreign to mainstream. 

Art direction, concept development, campaign development, graphic design, social media, web design

PRINT

The print ads feature different tones and textures of facial skin behind words such as ALL, SKIN TYPES, and EVERY to emphasize that it is a brand for every ethnicity.

TRANSIT

Transit banners are made to take over the sides of the buses to look like a top half of a face. In between the two tires that represent eyes read "Any Face Can Be The Face". This emphasizes that any face can be "the ideal face" at The Face Shop.

OOH

Lenticular banners are placed in high traffic areas such as the mall. As the audience pass by, they see the face of an Asian model transform into a Caucasian model and vice versa which portrays the equation of skin equals skin regardless of the ethnicity.

AMBIENT

The Face Booth is a photo booth specially designed for in-store promotion. Face Booths are installed inside to maximize the store experience at The Face Shop. The booth works just like a photo booth at no charge, but it has the option to share the "booth selfies" through The Face Shop Instagram. Then the shared photos will be live streamed onto an LED billboard as a guerrilla advertisement near the store so that the consumer can have a few minutes of fame as the face of The Face Shop. 

WEBSITE

Website for The Face Shop is redesigned to fit the look of the campaign with a better user experience. The current website with the link "thefaceshop.com" only redirects to the Korean website which is inconvenient for North American consumers. The newly designed website is accessible in English, and the e-commerce is available for consumers in Canada, United States, and Australia. The website consists of four different pages:

1. Home page features full screen images of multicultural models. Consumers are asked to choose their location for e-commerce.

2. E-commerce feature is available and easier to access. Products have been categorized and are also searchable by name. All products have product info, product images, and a review video if uploaded. 

3. Event page is currently running the "Reveal Your Review" contest, which is described in the main event page. Consumers can participate by submitting review videos and win prizes. In addition, the videos of winners will be featured under the product that was reviewed. 

4. Instagram page is linked to The Face Shop's Instagram account, and the account is updated on a daily basis with photos of the contest winners, new products, promotions, and The Face Booth photos. This allows consumers to connect with the brand on a new level.

PROCESS WORK

The process of The Face Shop campaign has been compiled into a book for more information.