Amuse Korea is expanding its brand portfolio with the launch of 'RAWDEW', its first sister brand. Announced on the 8th, RAWDEW aims to maintain the free-spirited and sensorial DNA of Amuse while providing a more lightweight and enjoyable beauty experience.
RAWDEW identifies everyday beauty concerns and addresses them in a witty manner. The brand name combines 'RAW', meaning unprocessed, with 'DEW', referring to dew, embodying a philosophy of showcasing natural beauty without elaborate modifications.
Unlike conventional launches, RAWDEW will employ a 'drop' strategy, rolling out new products sequentially rather than all at once. This approach is designed to offer fresh experiences through varied functionality, colors, formulations, and designs, gradually establishing the brand's unique identity.
The initial product drop consists of eight variants of the 'RAWDEW Vita Butter Lip Balm', including options like 'Pure Dew', 'Guava', 'Oat', 'Peach', 'Soy Milk', 'Blueberry', 'Fig', and 'Pomegranate'. The lip balms incorporate 'Temperature Mood Colors', inspired by human mood and body temperature, allowing wearers to evoke different atmospheres based on their choice of color.
Focused on hydration and nourishment, the balms incorporate Vitamin C, E, B5 (D-Panthenol), and shea butter. Different ingredients are included in each color variant to cater to diverse preferences and concerns. Ingredients such as Panthenol, Niacinamide, Vitamin C, PDRN, Ceramides, Cica, Peptides, and Hyaluronic Acid contribute to various benefits like hydration, tone improvement, repair, soothing, elasticity, and moisture.
The formula is designed to be smooth and non-sticky, ensuring a comfortable application suitable for daily use. The product has passed irritation tests for sensitive skin and is packaged with 6g of balm—twice the amount typical for standard lip balms—taking into account the nature of frequent reapplication.
RAWDEW plans to expand its sales channels both online and offline. Starting from the official Amuse store, distribution will gradually extend to platforms like Zigzag and Emart24. The aim is to connect with a broader consumer base through various retail avenues, including fashion platforms and everyday offline channels.
According to a representative from Amuse Korea, 'RAWDEW is the first sister brand that expands Amuse's aesthetic and brand philosophy into more everyday beauty experiences. By employing a drop strategy for product introductions, we aim to respond flexibly to changing beauty trends while creating a distinctively witty brand identity.'
