"What You Used When You Were Young Isn't Right!" Lavien '15ver' Ad Behind the Scenes — Production Notes with Lee Ha-nui
Brand Positioning and Core Message
Lavien is an anti-aging line focused on "life transitions," emphasizing personalized care tailored to the changing skin conditions of each age group, beyond simple wrinkle improvement. This "15ver" campaign, embodying the meaning of "making a 15-year difference," emphasizes the long-term effects of its products and the restoration of confidence in one's current life. The slogan, "What You Used When You Were Young Isn't Right!" intuitively conveys that old products and approaches are no longer effective, encouraging consumers to make mature choices tailored to their current skin condition and lifestyle.
The ad builds brand trust by combining functional messages (restoring skin elasticity, maintaining moisture, and improving skin tone) with emotional storytelling. Lee Ha-nui, an actress with both gentle charisma and mature femininity, is a perfect model for the "life transition" concept. Her imagery serves to compellingly demonstrate the product's expertise while also demonstrating a practical beauty routine for everyday life.
Concept and Storytelling Structure
This 30-60 second spot is structured as a narrative that visually recreates a "moment of transition." The opening builds empathy through scenes symbolizing past products (an old vanity table, old cosmetics), while the middle section shows Lee Ha-nui's daily life changing after using Lavien (her expression in front of the mirror, her confident stride toward the camera). The climax unfolds as those around her (colleagues and friends) recognize Lee Ha-nui's transformation, creating a small moment of celebration. This conveys the message that product use positively impacts personal identity and daily life.
The editing tempo builds emotional momentum through a flow of initial empathy (slowly building discomfort) → trial (product use) → achievement (restoring confidence). Furthermore, objects that metaphorically represent the keyword "life transition" (new business cards, moving boxes, startup documents, etc.) are placed throughout the scene, encouraging viewers to naturally associate the advertisement with their own life changes.
Background Music and Sound Design
The soundtrack is the emotional core of this commercial. It begins with a low tone based on a gentle piano or acoustic loop. As Lee Ha-nui experiences change, strings and pads gradually layer in, building to a heightened emotional impact. The final climax transitions to a bright and rich melody, musically expressing the emotion of "reclaiming confidence."
The sound design reinforces the message through detail. Everyday sounds, such as the closing of old products, the opening and closing of cosmetic caps, and the sound of pumping, are intentionally highlighted to reinforce the image of "letting go and starting over." Furthermore, sound accents, such as subtle watering sounds, metaphorically representing the sound of skin becoming moist, and the subtle sound of a heartbeat, highlighting the changing expressions reflected in the mirror, further enhance the emotional delivery.
Filming Locations and Location Selection
The locations were selected with a focus on "spaces that reveal individual identity and daily life." The main filming locations included a modern yet warm apartment interior (bedroom/vanity), a sophisticated office lounge, and spaces like a small cafe and gallery that showcased Lee Ha-nui's daily life. The interior utilized natural light to the fullest extent, realistically revealing skin textures. The changing sunlight through the windows, depending on the time of day, implied the "changing of the day" and "the passage of time."
The set details were meticulous. Props on the vanity (photos, letters, an old perfume bottle) symbolized her past self, and scenes featuring Lavien products were simple yet accented with brand colors to create a visual connection. In the office scenes, lighting and prop placement emphasized Lee Ha-nui's professionalism, while the cafe and gallery scenes visualized her regaining confidence through social interaction.
Costume and Styling Details
Lee Ha-nui's costumes were designed to portray "sophistication within mature daily life." The initial scenes feature slightly dated and refined styles (a classic neutral blouse or a slightly faded knit) to symbolize a past routine. As the commercial progresses, the clothing gradually shifts to sophisticated, more toned-down outfits (set-ups or dresses in cream, soft beige, and pastel tones). This change in clothing intuitively demonstrates the emotional transformation before and after product use.
The makeup focuses on natural skin expression, while subtly enhancing the eyes and lips to create a "before and after" look. Hair is initially styled neatly and tied up, but later, it flows naturally, conveying a sense of femininity and comfort. Accessories are kept minimal, primarily simple gold-tone earrings or thin necklaces for a touch of sophistication.
On-set Stories and NG Moments
Lee Ha-nui's meticulous approach to direction and the production team's improvisational approach were reportedly noteworthy on set. In fact, many scenes required capturing subtle facial expressions in front of a mirror, requiring numerous takes. One take resulted in the actor's tears becoming genuinely emotional, leading to a botched take. However, the director recognized the authenticity of the moment and utilized natural tear production in some scenes.
Another incident involved a situation where the light coming through the set's windows was so strong that it required shading. The filming crew quickly rearranged reflectors and diffusers to adjust the lighting. The resulting soft light, unintentionally created, warmed Lee Ha-nui's skin tone and was reflected in the final cut. While there were minor prop-related errors (like the broken perfume bottle), the subtle shattering sound from the scene actually enhanced the realism, leading to some cuts being retained in the edit.
Editing Points and Visual Direction
The editing focused on capturing the emotional arc. Scene transitions were created with a blend of fades and match cuts to create a natural flow. Slow motion and macro shots were used for skin textures and product application moments to emphasize the product's physical properties and immediate effects. The color grading maintains an overall warm tone, with the "before" scene featuring slightly lower saturation and the "after" scene featuring a more toned-down contrast to create a clear visual contrast.
Marketing Perspective: Target, Effect
The target audience is women in their mid-30s to early 50s, in a "life transition." This age group experiences not only physical changes but also lifestyle changes (career transitions, children becoming independent, etc.), leading to shifts in skincare goals and priorities. This makes Lavien's message easily resonate. The advertising structure combines emotional resonance with product functionality, creating a compelling platform for brand loyalty and long-term customer acquisition.
Conclusion: Summary
In summary, the Lavien "15ver" ad is a campaign that resonates with the concerns and decisions of women in life transition, centering on the message that "old ways are no longer suitable." Lee Ha-nui's mature and sincere performance, sophisticated sound design, natural-light locations, and meticulous styling are expected to evoke a strong emotional response from consumers.