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1. The whole concept of the commercial – 'Fresh and unwavering!'
The ULOS skin wash commercial highlights "freshness" and "cleanse without any residue," which are the most important points of male consumers' body care products, as its core messages. The main slogan of the commercial goes beyond mere marketing phrases to precisely target the daily problems of men who spend their days with sweat and sebum. The expression intuitively shows the product's characteristics that remove the "aftertaste of cleaning," such as stickiness and slipperyness felt after using skin wash.
In particular, by expressing the frustration or fatigue in everyday life as 'after-effect', it further emphasizes the freshness felt after using the product. As a result, consumers expect a 'skin refresh experience' beyond just the concept of 'washing'.
2. Model Selection – Reliability and Image of 2PM Ok Taek-yeon
Selected as an advertising model, 2PM Ok Taek-yeon is a representative entertainer with both masculinity and cleanliness, and she created a great synergy in this commercial. As an idol and actor, she is gaining public trust for her strong image and good living image. In particular, the history of faithfully completing military service symbolizes "cleanness" and "responsibility" and perfectly matches the message of the advertisement, "a sense of coolness without hesitation."
In addition, Ok Taek-yeon feels like a "friendly brother" thanks to her pleasant personality in dramas and entertainment shows, and the scene of using skin wash in advertisements is conveyed unnaturally. This is a factor that makes it easier for male consumers to connect products to their daily lives through advertisements.
3. Directing and Visual Elements – Cool Color and Water Images
The commercial video uses a refreshing blue tone overall and actively utilizes the water flow, bubbles, and shower scenes. This visually conveys 'cleanness' and 'coolness' to the viewers and makes them imagine sensory experiences when using real products.
The camera intuitively shows how the skin wash works on the skin by taking a close-up shot of the water stream and foam flowing down, centering on Ok's upper body. In this way, visual production emphasizes the functionality of the product while adding sensual charm.
In addition, speedy editing and music dynamically express "freshness," imprinting ULOS as part of a lifestyle, not just a cleaning product.
4. Advertising messages and consumer sentiment
The phrase "Fresh without hesitation!" particularly appeals to male consumers. Because most men value simplicity and effectiveness rather than skincare, the advertisement succinctly conveys product qualities without complicated explanations.
For example, it repeatedly shows the experience of "washing neatly without stickiness" in advertisements, raising expectations before actual purchase. It also conveys emotional changes through Ok's facial expressions (fatigued face before washing → lively after washing) and emotionally persuades the effectiveness of the product.
This advertisement is function-oriented, but it has also succeeded in stimulating consumers' desire to purchase by exquisitely melting the element of "emotion."
5. Marketing Strategy – Clarify brand image and target
ULOS is a brand that originated from Otsuka Pharmaceutical in Japan, and its strength is that it is a functional cosmetic based on medicine. Through this advertisement, ULOS is not just a 'clean washing product' but a professional skincare brand that considers men's skin health.
By inserting phrases such as 'dermatology tested', 'weak acidity', and 'specialized for men' in the advertisement, it also builds trust in the brand. The target group appears to be office workers in their late 20s and early 40s, and aims for a companion image that solves the fatigue, stress, and sweat smell they experience in their daily lives.
Finish
The "Fresh! ULOS Skin Wash" commercial can be considered a very successful branding case by combining functionality, sensitivity, and trustworthiness properly. Through the model Ok Taek-yeon, we secure trust and favorability and effectively convey the efficacy of the product through visual production and clear message.
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