Not Perfect, Just Percent: Why Heartpercent Chose Boynextdoor and Their Marketing Strategy
Hello. Today, we'd like to introduce the collaboration between Heart Percent, a sensational brand bringing a breath of fresh air to the beauty industry, and Boynextdoor, a representative fourth-generation boy group.
In particular, the Dot On Mood Gel Eyeliner Pencil ad chosen by member Liu became a hot topic among both fandom and highly engaged beauty consumers immediately after its release. Beyond simply showcasing the product, this ad showcases the brand's philosophy through sophisticated visuals. What message did Heart Percent want to convey through Liu? Let's meticulously analyze everything from the brand message to the styling and expected results.
Brand Description: Heart Percent, a Journey to Find Your Own Mood
Heart Percent is a makeup brand targeting the MZ generation, who prioritize their individuality. As the brand name suggests, it's a portmanteau of "heart" and "percent," embodying the idea of finding your own unique mood and fulfilling your inner proportions.
Rather than adhering to standardized beauty standards, they respect each individual's unique mood and individuality. Natural colors and delicate textures create a sophisticated yet understated look for everyday wear. This campaign was designed to solidify this brand identity.
Advertising Concept: Not Perfect, Just Percent
The slogan that runs through this campaign is "Not Perfect, Just Percent." It conveys the message that imperfection is okay; it's your own proportions that matter.
It depicts the process of breaking free from the world's obsession with perfection and filling your own world with what you love and what suits you. In the ad, Liu isn't a flawless doll; rather, she reveals her unique eyes, adding a touch of mood with eyeliner. This emphasizes that beauty isn't a means to hide imperfections, but a tool for self-expression.
Creative Concept: Eye Contacts that Captivate
The creative of this ad focuses on gaze and lines. Given the nature of eyeliner, the ad primarily features close-up shots that tightly capture Liu's eyes.
Liu's gaze, staring directly into the camera lens, creates an immersive experience, as if making eye contact with the viewer. Furthermore, to visualize the smooth texture of the eyeliner, the lighting was subtle yet clearly illuminated the subject. Cross-editing between scenes of Liu applying the eyeliner and the finished look highlights the product's intuitive application and aesthetics.
Model Strategy: Liu of Boynextdoor, the Icon of Genderless Beauty
Heartpercent's selection of Boynextdoor, and Liu in particular, as its model, was a strategic decision reflecting the genderless beauty trend.
Liu possesses captivating eyes with a natural double eyelid and a trendy visual. While it's no longer unusual for male idols to model for color cosmetics, Liu perfectly embodies the emotional mood Heartpercent strives for with his signature boyish charm and chic look.
While Boynextdoor may have the friendly nickname "Boys Next Door," they display a professional demeanor on stage. This unexpected charm aligns well with the brand's image, which strives for an everyday yet special atmosphere.
Music and Sound: A Sophisticated Beat
The background music completes the ad's atmosphere. This commercial uses a sophisticated synth-pop beat without lyrics, heightening the video's hip mood.
The music, which is neither overly intense nor loud, has a moderate rhythm and flows in sync with Liu's movements and the editing flow. This allows the viewer to fully focus on the model's expressions and the details of the product. Subtle sound effects, such as the occasional swishing of a pencil, create an ASMR-like sensation and visually convey the smooth feel of the product.
Filming Location and Set Design: The Aesthetics of Minimalism
The ad's backdrop is a minimalist studio, with no specific location. The clean white and gray background serves as a canvas to highlight the colors of the model and product.
Complicated props were excluded, filling the space with only lighting, the model, and the product. This aligns with the brand's no-frills slogan, "Not Perfect, Just Percent," and the set design reflects the brand's simple yet sophisticated design philosophy.
Costume and Styling: A Harmony of Pure and Chic
Liu's styling is pure and chic. To highlight her clear complexion, she paired her outfits with plain white shirts and clean knits without flashy patterns.
She added sophistication with minimal or simple silver accessories. Her hairstyle, too, emphasized natural textures without overdoing them, creating a natural, effortless look. This styling epitomizes the "boyfriend look" favored by the 1020 generation, stimulating the fandom's desire to own the piece.
Advertisement Expectations: Expanding Global Fandom and Brand Awareness
Heart Percent aims for clear benefits through this ad.
First, it aims to attract a global K-pop fan base. Boynextdoor is a rising star attracting attention both domestically and internationally. By hiring these models, Heartpercent can quickly increase its brand awareness in the global market.
Secondly, it strengthens its position as a gender-neutral brand. By naturally showcasing male models applying eyeliner, it conveys the message that makeup has no gender boundaries and can reach a wider audience.
Finally, it has the potential to sell out. Given the strong consumerism of idol models, products labeled "Liu Pick" will become must-buy items for fans, directly leading to increased sales.
Conclusion: Fill Your Percentage
This collaboration between Heartpercent and Boynextdoor's Liu goes beyond simply promoting cosmetics. It showcases a journey of self-discovery through sensuous visuals.
It's okay to be imperfect. How about filling your day with your own unique mood and proportions, like Liu, with Heartpercent Gel Eyeliner?
This concludes our analysis of a trendy beauty brand advertisement. We'll be back with more interesting marketing insights in the next post.