My Favourite Brand – Innisfree
Innisfree is a prominent South Korean skincare manufacturer owned and founded by Amore Pacific with an affordable price point and popular for its brand concept, which emphasizes products made from ingredients sourced from Jeju Island. Innisfree has an unwavering dedication on developing high-quality beauty products that only use rare natural resources extracted from Jeju Island in order to provide skin care solutions for every concern.
The exploration of ingredients is the name that describes the history of Innisfree. Innisfree focused on the natural island of Jeju while thinking about nature and undertaking endless study, and the company found 12 elements in the island’s land, sea, water, trees, and flowers. Innisfree’s commitment to high-quality ingredients embodies the company’s mission to offer clients natural products that promote healthy beauty as their tagline states “Clean Island, where clean nature and healthy beauty coexist happily”. This commitment is also evident on their official website, which offers details on the brand’s history, the sources of its ingredients, how those ingredients are extracted, and opportunities for customers to learn more about the advantages of Jeju Island’s natural ingredients. The transparency of the information could demonstrate the confidence the company has in its products and attract customers to purchase them.
The brand’s logo is in the colour green inspired by the Jeju Bija forest, which not only emphasises nature conveying a pure and clean image, but the green also exclude exudes life and vigour, symbolising vitality. Based on their website the renewed logo has a typography that embodies our promise and strong commitments. Innisfree has a large green tea field in Jeju Island where consumers may visit in order to build up customer trust and strengthen the “Inni-community”. This offers the company an opportunity to strengthen the bond between the business and the consumer as it works to offer the best products possible.
Additionally, Innisfree has a partnership with TerraCycle® since 2003 for their very own recycling programme where customers can return their empty bottles to any store and earn membership points that can be applied to subsequent purchases. This programme not only benefits the environment by lowering footprint, but it may also foster brand loyalty because it rewards customers for returning their empty bottles to any store. According to Innisfree “If all of us are in this together, we can save a pine tree.” their efforts on launching this programme and being one of the earliest brands considering environmental issue is notable. Moreover, their unweaving effort on maintaining it for 20 years now hey have recycled more than “800,000 bottles” and planted “860 pine trees” for a better environment.
Reference list
Delhi, B.B., September 14 and 2023 (2023). Korean beauty brand Innisfree unveils fresh brand identity: Best Media Info. [online] www.bestmediainfo.com. Available at: https://bestmediainfo.com/2023/09/korean-beauty-brand-innisfree-unveils-fresh-brand-identity [Accessed 29 Sep. 2023].
Innisfree.com. (2020). ABOUT US – BRAND STORY – INNISFREE’S BRAND PROMISE | innisfree. [online] Available at: https://www.innisfree.com/my/en/BrandPage.do?pageName=brand_promise.
Koreaboo. (2023). Netizens Have Mixed Reactions To Innisfree Changing Brand Image And Models. [online] Available at: https://www.koreaboo.com/news/innisfree-ive-wonyoung-girls-generation-yoona-change-brand-identity/ [Accessed 29 Sep. 2023].
Prajogo, V.V. and Suprajitno, S. (2020). Multimodal Analysis of Innisfree’s Brand History. K@ta Kita, 8(3), pp.262–269. doi:https://doi.org/10.9744/katakita.8.3.262-269.
Shukla, N. (2023). How INNISFREE is showing the way for a successful sustainable beauty business. [online] www.adgully.com. Available at: https://www.adgully.com/how-innisfree-is-showing-the-way-for-a-successful-sustainable-beauty-business-136746.html [Accessed 29 Sep. 2023].
www.innisfree.com. (n.d.). ABOUT US – BRAND STORY – BRAND CONCEPT | innisfree. [online] Available at: https://www.innisfree.com/sg/en/BrandPage.do?pageName=brand_concept.