AGE20’S, the skin-first makeup brand, is rolling out a large-scale Out-of-Home (OOH) advertising campaign throughout Seoul and in major commercial districts to promote its new products and updated brand image.
This campaign is designed to enhance awareness of its new product while effectively communicating the brand's redefined philosophy of 'Skin First Makeup' to consumers. In August, AGE20'S appointed IVE's Rei as its global ambassador, initiating a significant brand relaunch that showcases Rei's visuals prominently to draw attention to the new offerings.
The primary product featured in this OOH campaign is the 'Skin First Hidden Prep Foundation Pact', launched in September. This product incorporates AGE20’S unique technology, combining a prep and foundation into a single pact for the first time. When lightly scraped, the surface reveals the 'hidden prep' embedded within, showcasing a differentiated formulation. Designed with a 70:30 ratio of prep to foundation, it adheres thinly and evenly to the skin, effectively covering blemishes, pores, and uneven texture. This design achieves a comfortable fit matte skin finish while minimizing dryness and flaking.
Notably, the campaign is strategically targeting busy areas such as Gangnam, Hongdae, and Itaewon, where the brand aims to reach women aged 28 to 34. By considering the actual movement patterns of this target demographic, AGE20’S plans to effectively engage consumers through lifestyle-oriented advertising in high-traffic commercial zones. This approach ensures that the product and brand are naturally encountered during daily activities such as commuting, shopping, and leisure.
The AGE20’S brand representative stated, “This OOH campaign is not only about introducing new products but also about smoothly conveying the new brand direction of 'Skin First Makeup' and AGE20’S' evolving image within consumers' daily lives. We will continue to expand various online and offline touchpoints with global ambassador Rei, facilitating ongoing communication so that young consumers can experience the new brand values of AGE20’S.”
