A SPARKLING SEASON
OVERVIEW
The Korean luxury skincare market is undergoing a sophisticated maturation, shifting away from novelty toward biotech-driven efficacy and intelligent minimalism. In this environment, luxury positioning alone is no longer a differentiator—it is simply the entry requirement. La Mer partnered with Helios to capture high-income outbound Korean travelers within the duty-free ecosystem by going beyond mere brand presence to demonstrate tangible efficacy at every stage of the consumer journey.
THE STRATEGY & FUNNEL
Rather than running a single blanket campaign, we built a full-funnel digital ecosystem across key Korean platforms, mapping distinct touchpoints to specific consumer mindsets throughout their travel lifecycle:
- Pre-Trip Intent (Naver & Toss): Captured high-intent users during the travel research phase and intercepted consumers as they actively allocated travel budgets.
- Social Amplification (KakaoTalk): Built organic brand awareness as users coordinated itineraries and travel plans within social channels.
- Point-of-Purchase Conversion (OK CashBag & Meta): Targeted deal-seeking duty-free shoppers at the airport, delivering aspirational visual storytelling at the departure gate to convert desire into direct intent right before purchase.
CREATIVE & EXECUTION
To complement the media strategy, the visual identity centered on high-touch holiday asset adaptation—specifically tailored for La Mer's "A Sparkling Season" and Rejuvenating Night Cream campaigns. By blending premium localized copy with high-impact visual touchpoints, the creative highlighted product texture and luxury packaging across both digital interfaces and physical duty-free environments.
KEY RESULTS
31.5M
131,948
196%
164%
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