Son Ye-jin Advertisement, KOHONJIN "TIMELESS BEAUTY"
1. Introduction: The meeting of the brand and the model
KOHONJIN is a premium cosmetics brand from Japan that promotes the harmony of naturalism and science as its philosophy. The brand's representative advertisement series, "TIMELESS BEAUTY," focuses on timeless beauty and garnered much attention by using Korea's representative actress Son Ye-jin as a model. Son Ye-jin's pure yet elegant image perfectly matches KoHonJin's brand identity. This advertisement consists of a total of four subtitles, and each section is directed in a way that maximizes the brand's philosophy and the model's charm.
2. "The Beginning: The Light of Purity" - Beauty Blooming from Nature
This section is the opening of the advertisement, and begins with a scene where Son Ye-jin appears with a bright smile in a clear natural setting. The background consists of a refreshing forest, waves, and soft sunlight, which symbolize KoHonJin's "natural ingredients."
Visual elements: The advertisement vividly captures Son Ye-jin's skin texture using slow motion and close-up shots. In particular, the natural light shining on her face emphasizes the product's "radiant skin" concept.
Narrative: Along with the message that "beauty begins with nature," it conveys the brand's core value of "clean and healthy beauty."
Product linkage: At the beginning of the commercial, Kohonjin's representative products, essence and cream, are naturally exposed, suggesting skin changes after using the product.
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3. "The Essence: Beauty that contains time" - Harmony of science and tradition
The second part emphasizes the brand's technological prowess and tradition. Son Ye-jin is shown applying Kohonjin's products in a clean space like a laboratory, and the brand's core ingredients are visually expressed on the screen.
Scientific imagery: Fine ingredients are enlarged and shown, emphasizing "precise research" and "efficacy."
Combination of tradition and modernity: On the one hand, scenes reminiscent of traditional Japanese beauty culture (e.g. kimono, tea culture) are inserted, suggesting the brand's "long history."
The role of the model: Son Ye-jin transforms into an elegant yet professional image in this part, symbolizing the brand's "reliability."
4. "The Transformation: Shining Moment" - Effective visualization of the product
This part dramatically shows the contrast before and after using the product. The process of Son Ye-jin's skin gradually becoming brighter and more elastic is expressed over time.
Visual effects: Pore improvement, skin tone correction, and increased radiance are emphasized through CG, leading viewers to intuitively understand the efficacy of the product.
Emotional connection: The scene where Son Ye-jin smiles while looking at the mirror conveys the message of "confident beauty."
Music and editing: The background music of the advertisement gradually increases in intensity, emotionally highlighting the "change" after using the product.
5. "The Timeless: Eternal Beauty" - Completion of the brand philosophy
The last part shows Son Ye-jin wearing a classic dress and posing with the logo of Kohonjin. This shows the pinnacle of the concept of "timeless beauty."
Symbolism: In the last scene of the advertisement, Son Ye-jin's face is portrayed as a combination of youth and maturity, completing the brand's "anti-aging" message.
Brand slogan: The phrase "Your Beauty, Timeless" and Kohonjin's logo appear, leaving a strong impression on viewers.
6. Conclusion: Success factors and implications of the advertisement
Kohonjin's "TIMELESS BEAUTY" advertisement became a successful marketing case by combining the image of the model Son Ye-jin, consistency with the brand philosophy, and high-quality video production. In particular, it effectively conveyed the "healthy beauty" pursued by modern consumers by simultaneously emphasizing the purity of nature and scientific technology.
This advertisement goes beyond simply promoting a product and is a case that shows the importance of emotional marketing and storytelling, and is expected to influence future cosmetics advertisement trends.