cepoLAB has unveiled a new television commercial (TVC) featuring brand muse Jeon Do-yeon, marking a significant effort to enhance brand communication.
FugenBio, led by CEO Kim Yun-soo, operates the premium bio cosmetic brand cepoLAB. The company recently announced an advertising campaign showcasing its product, the cepoLAB Bio-Genic Essence, prominently featuring actress Jeon Do-yeon.
The campaign consists of three segments: 'Introduction to Initial Care,' 'cepoLAB Before Basic Care,' and 'cepoLAB Enriching Basic Care.' It aims to articulate cepoLAB's brand philosophy of cultivating the skin's inherent strength through the concept known as 'Initial Care' (初기超).
The introduction segment features a close-up of Jeon Do-yeon's face complemented by her rich voice, with graphics that emphasize the homophonic characters '初' (first) and '超' (excellent), effectively communicating the brand message of 'The first step leads to excellence.' Jeon Do-yeon's minimalistic expression and deep gaze intuitively convey cepoLAB's focus on essence.
In the latter part of the video, the message 'The first step leads to excellence' is paired with cepoLAB's signature product, the Bio-Genic Essence, enhancing the connection between the brand’s message and its product.
The 'Initial Care' philosophy originated from FugenBio's investigation into the root causes of long-term skin health. The company has focused on the importance of cellular metabolic decline as a background for aging and health issues within diabetes and anti-aging research, leading to the development of cepoLAB. The brand emphasizes not only addressing skin concerns but also creating an environment that allows the skin to maintain its health independently.
Well-known as a pre-care essence used immediately after cleansing, the cepoLAB Bio-Genic Essence is a clean beauty product free from harmful chemicals. It contains an impressive 92.8% concentration of the bio-material CLEPS, symbolizing powerful life energy, and minimizes the ingredient list to five components without using artificial colors, fragrances, or chemical preservatives. This sets it apart from conventional beauty products by enhancing the skin's ability to become healthy itself.
Actress Jeon Do-yeon expressed, 'I initially found it unusual to use a product before applying other cosmetics, but after using it, I understood why cepoLAB is the first step. Now, I naturally start my day with cepoLAB and on my off days, I simply use cepoLAB and relax. It has become a new skincare routine to focus on a good start rather than adding more.'
She further noted, 'Looking at familiar beauty from a new perspective is what makes cepoLAB special. I hope you can experience the positive changes that a good start brings through cepoLAB.'
A representative from cepoLAB stated, 'In our previous campaigns featuring actress Kim Hae-ja, we conveyed the message that ‘to truly become beautiful, the skin must change before cosmetics.’ In our second collaboration with actress Kim Min-ha, we emphasized the importance of awakening the innate abilities of the skin. With this third campaign alongside Jeon Do-yeon, we aim to encapsulate cepoLAB's brand philosophy focusing on skin health through the pivotal concept of 'Initial Care.'
