Turning a hat into a cosmetics ad? Why CLIO partnered with the National Heritage Administration and All Day Project (Marketing Strategy Analysis)
Hello! Today, I'd like to introduce you to a rare, very special, and meaningful collaboration in the beauty industry.
It's the "K-CULTURE, K-BEAUTY" campaign by [CLIO X National Heritage Administration].
The model for this ad isn't a famous idol or actor. It's the creative crew ALLDAY PROJECT, which reinterprets Korean culture in a hip way.
A cosmetics brand partnering with the government agency, the National Heritage Administration, and featuring a dance crew? This seemingly unlikely combination produces a truly "unprecedented" result. Let's meticulously examine the incredible planning and details hidden within this one-minute video, which reinterprets the most quintessential Korean beauty with a modern sensibility, from a marketer's perspective.
💄 1. Brand Description: The Pride of K-Beauty Meets K-Heritage
CLIO is Korea's leading color makeup brand, truly in name and reality. Clio, renowned for its "Kill Cover" cushion series, is elevating the status of K-beauty in both domestic and global markets with its outstanding product quality and trendy aesthetic.
The Korea Heritage Service, our current partner, is responsible for the preservation and utilization of Korea's cultural heritage. (The name has been changed from the Cultural Heritage Administration.) To shed its image as a conservative and rigid public institution and to introduce the beauty of our cultural heritage to younger generations, the company boldly collaborated with a beauty brand.
The collaboration between these two brands stemmed from the common thread of "Korean beauty." Clio will incorporate traditional Korean patterns (mother-of-pearl, Dancheong, etc.) into its product packaging, while the Korea Heritage Service will use these elements to promote the aesthetics of Korean culture to the world. This is a win-win strategy.
🇰🇷 2. Advertising Concept & Message: Tradition is Hip
The core concept of this ad is 'Modern Reinterpretation of Tradition'.
When we think of "tradition," we often dismiss it as something stuffed in a museum or boring and outdated. However, through this campaign, Clio delivers the message that "our cultural heritage is hipper, more sophisticated, and more beautiful than anything else."
Hip-Tradition Beyond Newtro: Rather than simply restoring the past, it combines it with a modern street sensibility to create a completely new genre.
Living Heritage: By connecting everyday objects like cosmetics with dynamic performances, it demonstrates that cultural heritage is not something distant, but rather a vibrant presence within our lives.
🎥 3. Creative Concept: Beauty Ad or Art Film?
The creative of this ad completely disrupts the conventions of conventional beauty advertising. Instead of close-up shots of pretty models applying makeup and smiling, the screen is filled with dynamic performances and an overwhelming mise-en-scène.
The Aesthetics of Cross-Editing: The fast-paced cross-editing showcases scenes of Korea's ancient palaces, the modern city of Seoul, and detailed cuts of Clio products. This showcases the charm of Seoul, where past and present coexist.
Use of Objects: The vibrant colors of mother-of-pearl (Najeon lacquerware) and the vibrant hues of Dancheong (Korean traditional paintwork) are combined with the texture of the Clio cushion packaging, creating a visual feast for the eyes, reminiscent of a music video or art film rather than a beauty film.
🕺 4. Model Strategy: The Outstanding Choice of "All Day Project"
The killing point of this commercial is undoubtedly the model, "All Day Project".
All Day Project is a creative crew that promotes Korean culture in a hip way, through activities like b-boying in hanbok and street dancing to traditional Korean music. Clio's reason for choosing them over famous celebrities is clear.
Authenticity: Demonstrating the campaign message of "modernizing tradition" through their performance is far more compelling than simply explaining it in words. Their melodic presence embodies the campaign's identity.
Global Appeal: A non-verbal dance performance transcends language barriers and intuitively resonates with people around the world. This strategic use of models targets a global audience.
Dynamics: They breathed life into static cosmetics, contributing to the creation of a trendy and youthful brand image.
🎵 5. Music & Sound: Powerful Korean Traditional Music and EDM Beats
The background music (BGM) significantly enhanced the video's immersion.
Fusion Korean Traditional Music: The melodic base of traditional instruments like the taepyeongso and gayageum was mixed with powerful EDM beats and hip-hop rhythms. This makes your heart race the moment you hear it, evoking exclamations like, "Can Korean traditional music be this exciting?"
Sound Design: The dancers' footsteps, the rustle of their clothes, and the "tak" sound of a cosmetic case closing were meticulously arranged to the beat, creating a powerful auditory impact.
🏰 6. Filming Locations & Set Design: Rediscovering the Palaces
The filming locations were Seoul landmarks and palaces (presumably Changgyeonggung and Gyeongbokgung) that highlight the beauty of Korea.
Spatial Contrast: The modern dance performed in front of the palaces, with their magnificent tiled roofs and dancheong (traditional Korean paintwork), creates a unique yet captivating harmony.
Use of Light: The Mother-of-Pearl Edition products emphasize light reflection. The natural light and nighttime lighting of the palaces were effectively utilized to maximize the product's radiance. The mystical atmosphere of the palaces at night, in particular, further enhances the product's luxurious feel.
👘 7. Clothing & Styling: Hanbok, Wearing the Streets
The outfits of the All Day Project members exemplify the essence of "Modern Hanbok."
A mix of tradition and street style: They wear caps with fluttering hems of their traditional robes, or pair jeogori with wide-leg pants and sneakers.
Texture Unity: The main themes of this Clio edition, "mother-of-pearl" and "embroidery," are reflected in the clothing, allowing the model and the product to cohere into a unified look. This visually demonstrates that hanbok is not just uncomfortable formal wear, but can be a hip fashion item.
📈 8. Advertising Expectations: Elevating the Standard of K-Beauty
This advertising campaign will have significant benefits for Clio and the National Heritage Administration.
Brand Premiumization: The brand has been elevated by positioning the product as a "work of art" that embodies Korean beauty, rather than simply a cosmetic product that brightens the complexion.
Global Viral: With reactions like "Korean advertising quality is insane," this will spark spontaneous sharing among overseas K-pop and K-beauty fans. This will significantly contribute to Clio's global recognition.
Generation MZ Influx: This will stimulate the "desire to own" among the 2030 generation, who perceive traditional culture as a hip, playful form of entertainment, leading to actual purchases. Limited editions, in particular, serve as a powerful incentive for "open runs."
📝 Conclusion: The most Korean is global.
The [Clio X National Heritage Administration X All Day Project] ad is a masterpiece that presents the direction K-beauty should take.
Just as international luxury brands emphasize their heritage, it demonstrates that our brand can build a unique identity through our heritage. This video combines beautiful Seoul scenery, hip Korean traditional music beats, and All Day Project's dance moves. If you haven't seen it yet, be sure to give it a watch. You might find yourself adding a Clio cushion to your cart, your heart swelled with a surge of national pride.
This concludes our analysis of Clio's ad, which captures Korean beauty in a hip way. We'll be back with more interesting marketing insights in the next post!
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