Breaking the mold of beauty ads with BeWantz & NCT's Taeyong: From music to filming locations, here's a detailed breakdown.
[BeWants] Breaking the Heavy Rules of Eye Care with Light: The Story of the Million-Selling Serum Stick Advertisement Featuring NCT's Taeyong
"Is eye cream heavy? Is it sticky? Is it annoying to apply?"
An advertisement has emerged that shatters our common stereotypes about eye care. This is the new campaign launched by HK inno.N's beauty brand **'BeWants'** in collaboration with global K-pop artist NCT's Taeyong.
"Breaking the Heavy Rules of Eye Care with Light."
Taeyong's appearance, accompanied by this powerful tagline, completely overturned the conventions of conventional beauty advertising. Today, we'll delve into the brand strategy of this viral advertisement, from the reasons for selecting the model to the behind-the-scenes footage and styling that fans are curious about.
1. Brand & Message: Why "Breaking the Rules"?
BeWants' "Phyto Collagen Eye Serum Stick" is a hit. The core of this advertising campaign is to maximize the product's greatest strengths: "lightness" and "convenience."
The existing eye care market has emphasized "nutritiousness," resulting in heavy formulations and the inconvenience of having to pour the product onto your hands. Bewantz defines this as a "heavy convention." They deliver an innovative message: breaking this convention with a lightweight, hands-free, rolling serum stick. This strategy targets busy modern consumers and the MZ generation, a demographic that embraces early anti-aging.
2. Reason for Selecting Model: NCT Taeyong, a Visual Innovation
For a beauty brand, and a functional skincare brand at that, to select male idol Taeyong of NCT as its model is a bold and clever choice.
Unrealistic Visuals (CG Man): Taeyong is famous for his "CG-like appearance." His sharp jawline, flawless skin, and especially his intense, clear eyes make him the perfect subject for visually demonstrating the efficacy of eye care products.
Trendy and Hip: NCT Taeyong's global influence and unique, hip image add a touch of sophistication to the brand. He breaks the stereotype that "eye cream is for moms" and promotes the idea that even young people can achieve hip skin care.
3. Advertising Concept & Visual Beauty: "Lightness" that Defies Gravity
The mise-en-scène of this commercial can be summarized as "Light & Float."
Moving and Camera Work: Taeyong's movements are light and fluid, as if he's in a state of weightlessness. The camera moves dynamically to his rhythmic, dance-like movements, visualizing the product's refreshing, non-sticky texture.
Use of Props: Heavy cream containers are occasionally shown flying into the air or disappearing, symbolizing the complex eye care process completed with a single Beewantz stick. The overall tone and manner also uses white, sky blue, and metallic silver to create a cool, refreshing feel.
4. Music (BGM) and Sound: The Pleasure of Rhythm
Music is the primary contributor to the immersive nature of the commercial.
Unlike typical cosmetics commercials that often feature lyrical or classical music, this one uses trendy pop/electronic sounds with a vibrant beat.
The screen cuts to the pulsating bass rhythm, and Taeyong's rolling the product onto his face is perfectly timed to the beat. This rhythmic editing makes the act of rubbing the product into his skin feel like a fun, rhythmic activity, not a tedious process. The sound design also conveys a sense of "lightness" and "briskness," both aurally and visually.
5. Wardrobe & Styling: The epitome of genderless beauty
Taeyong's styling in the commercial embodies the product's signature "cooling sensation" and "cleanliness."
Wardrobe: The ad features a simple white sleeveless top or a simple top with cutout details. This highlights Taeyong's healthy skin and creates a natural, effortless look.
Hair & Makeup: Wet hair styling or naturally swept hair expresses a dewy, hydrated look. Makeup also minimizes color and focuses on highlighting the skin's natural radiance, achieving the "transparent beauty" that Be Wants strives for.
6. Filming Location & Behind-the-Scenes Story
This sensational video was shot in an abstract studio set with no specific location. By simplifying the background, the focus was focused solely on the model, Taeyong, and the product.
[Behind-the-scenes Episode]
During the shoot, Taeyong, true to his reputation as a "performance master," struck poses effortlessly at the director's cue, impressing the staff. It's said that he perfectly mastered the somewhat complex request of not simply standing with the product but expressing its lightness with his body, using his unique groove. In particular, during the rolling scene, he reportedly enjoyed the product's refreshing feel and enjoyed the shoot.
[Editor's Comment]
"BeWants, you've chosen a great model."
If I had to sum up this ad in one sentence, it would be this: the brand's intention to lower the barrier to entry for eye care products, coupled with the artist Taeyong's constant innovation, was a perfect match.
A hip lifestyle where you carry a lightweight stick in your pocket instead of a heavy cream container. This new beauty routine Taeyong has showcased is definitely enough to whet the desire of the MZ generation.
Eye care, stop being heavy. Roll it on lightly like Taeyong.
This post is based on personal analysis and opinion.
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