Sulwhasoo

FIRST CARE

" The secret to a perfect finish isn't at the end... it's at the very beginning. "

We created a captivating 'rewind' narrative for Sulwhasoo's First Care Activating Serum, visually proving its position as the essential first step in any skincare routine.

CHALLENGE

In a crowded skincare market saturated with serums, the main challenge was differentiation. Our mission was to communicate the unique positioning of the First Care Activating Serum—not as another serum, but as the foundational first step that enhances the effectiveness of every product that follows.

SOLUTION

Our solution was a 'rewind' narrative that powerfully reinforced the product's role as the "first step." We opened with the desirable "final result": presenter Gulf Kanawut at a fashion shoot with flawless skin. The film then rewinds through his morning routine, past other products, to reveal the true secret—the moment he applies Sulwhasoo First Care Activating Serum as the very first step after cleansing, followed by beautiful demonstration shots showcasing the product's ingredients and benefits.

RESULTS

Significant Lift

in Key Brand Metrics (Product Awareness & Purchase Intent)

Successfully established

the "First Care, First Step" message in the minds of consumers.

High positive sentiment

for the campaign and presenter, Gulf Kanawut.