"Your face is your blessing" Coral Haze TXT Beomgyu Brand Film In-Depth Analysis: Filming Locations, Costumes, and Marketing Strategy
Hello! Today, we're taking a deep dive into the brand film for "Fruity Jam & Cheong Gloss" featuring [Coralhaze X TXT Beomgyu], a visual duo that shook up the beauty industry.
"Is this an ad or a movie?"
This video instantly captivated the attention of fans, not only from MOA but also from beauty enthusiasts. Even among the members of TXT, who are often called "Visual Bermuda," Beomgyu boasts a unique aura, becoming Coralhaze's new muse.
This commercial exudes a refreshing, fruity vibe and a laid-back, boyish charm! Beyond simply promoting a lip product, we'll delve into how it transformed the brand's image into something hip.
💄 1. Brand Description: Beauty in Mood, Coralhaze
Coralhaze is a trendy makeup brand that helps individuals discover their unique vibe under the slogan "Discover your vibe."
Previously known as a go-to makeup brand for color palettes, this campaign with Beomgyu has seen explosive growth in brand awareness. Coralhaze's vision is not stereotypical beauty, but rather a dreamy and vibrant mood.
This campaign, in particular, reflects the genderless beauty trend, using male idols as the main models to indirectly convey the message that "anyone can add vitality to their lips." This strategic choice demonstrates the brand's youthful and sensuous spirit.
🍓 2. Advertising Concept & Message: #JjoomJamGwang, Applying Jam to Your Lips
The central characters of this ad are the new products 'Volumizing Lip Jam' and 'Glow Lock Jelly Tint'. The ad visualizes the unique features of these products through 'Fruit Jam' and 'Fruit Chew'.
Naming Visualization: As the name "Fruity Jam" suggests, the ad emphasizes the chewy and bubbly texture reminiscent of actual jam.
#JjoomJamGwang: The key word, "chewy jam gloss," is perfectly captured through Beomgyu's lips and facial expressions.
Message: The message, "Juicy volume that fills your lips the moment you apply it," emotionally conveys the product's function of going beyond simply adding color to care for the texture and volume of your lips.
🎬 3. Creative Concept: A Coexistence of Refreshing and Lazy Feelings
The creative for this brand film fully leverages the "Beomgyu Genre."
Extreme Close-Ups: As a lip product commercial, the film primarily features close-ups of the lips and face. Beomgyu's flawless skin and delicate features stand out in 4K resolution, drawing viewers into the product's vibrant color payoff and shine.
Personification of Juiciness: Beomgyu's facial expressions capture the refreshing freshness of fruit and the sweetness of jam. His gaze, sometimes playful and sometimes languid, reflects the product's diverse color spectrum (from refreshing coral to deep red).
Use of Light: To capture the gloss's signature "shine," the film effectively utilizes natural light and reflectors to maximize the "Tanghulu" effect, creating a glass-like, shimmering effect.
🤴 4. Model Strategy: The Visual Shock of Beomgyu, the "Human Grapefruit"
Coral Haze's choice of Beomgyu is a masterful move, the pinnacle of meticulous fandom marketing.
Image Match:
Beomgyu is already beloved for his cute and refreshing images, portraying characters like "rabbit," "puppy," and "grapefruit." This product line, with its fruit jam and citrus concept, perfectly complements his image.
Buzz and Purchasing Power:
The global K-pop group Tomorrow x Together boasts an incredible fanbase. The colors Beomgyu wears and the products he wears instantly create a "Son Min-soo" (copycat) craze. In fact, the promotional set, which included a photocard, sold out immediately after the ad's release, a testament to his modeling prowess.
A Harmony of Boyishness and Masculinity:
Beomgyu's unique androgynous charm, neither too feminine nor too macho, allows the lip product to be applied effortlessly and naturally, inspiring a desire to purchase for both men and women.
🎵 5. Music & Sound: The Temptation of a Dreamy Beat
The background music (BGM) completes the atmosphere of the commercial.
Synth-pop Mood: The dreamy yet bouncy synthesizer sounds enhance the mysterious and refreshing atmosphere that permeates the video.
Rhythm: The beats that synchronize with screen transitions and Beomgyu's gestures enhance the immersive experience. Using an instrumental track without lyrics, the video focuses solely on the model's visuals and the product's vibrant colors.
🏰 6. Filming Location & Set Design: Sweet Jam Workshop
The filming took place in an indoor studio, perfectly capturing the product's concept, rather than outdoors.
Pastel Background: Pastel backgrounds in pink, coral, and sky blue were used to highlight the product's colors.
Use of Objects: Transparent glass bottles, red jam, fresh fruit, and flowers placed throughout the image fill the screen richly, visually illustrating the "Fruity" concept. The sunlight-filled window setting, in particular, effectively captures the transparency and clarity of "Preserve."
👔 7. Clothing & Styling: Between a Prince and a Boy
Beomgyu's styling embodies the concept of "Romantic & Pure."
White & Pastel Look: He pairs a clean white shirt, soft knit, or pastel-toned jacket to emphasize a clean and pure image. This allows the lip color to stand out as the most striking feature on the face.
Wet Hair & Dewy Skin: The slightly wet hair styling and dewy, hydrated skin perfectly complement the "Glow Tint" formula. The makeup, which emphasized blusher, amplified Beomgyu's "juicy" charm.
📈 8. Advertising Expectations: A Quantum Jump for the Brand
The benefits Coral Haze can achieve through this advertising campaign are clear:
Global Awareness: Through Tomorrow x Together's global fandom, the brand will be introduced beyond Korea to overseas markets like Japan and Southeast Asia.
Expanding Share of the Young Target Market: The "Beomgyu Tint" will be ingrained in the minds of the 10-20 generation, a key customer base for health and beauty stores like Olive Young, leading to a surge in brand preference.
Enhancing Brand Image: This will elevate the brand's positioning from its existing indie brand image to a trendy and sophisticated brand chosen by top idols.
📝 Conclusion: The world of "Jjom-Gwang" (a type of "sweet, juicy, smoky"), spoon-fed by Beomgyu
The [Coral Haze X Beomgyu] brand film isn't just a simple cosmetics commercial. It's a work of art, born from the combination of the subject's beauty, Beomgyu, and the sensual mood of Coral Haze.
This magical video inspires the delightful imagination, "If I wear this, could I be like Beomgyu?" If you're looking for vibrant lips this spring and summer, why not try Beomgyu's recommended Fruity Jam & Cheong Gloss?
This concludes our analysis of the Coral Haze commercial with "face genius" Beomgyu. We'll be back with more trendy beauty insights in the next post!
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