Innisfree’s new campaign via Isobar Malaysia engages youtube stars and influencers

Leading Korean skincare and beauty brand innisfree, recently launched its first ever music video, to promote a new customization offering for their range of Cushion compact products.

 The “My Style, My Cushion” music video, created by Isobar Malaysia, features five popular Malaysian YouTubers and fashion influencers. The five were chosen by Isobar along with innisfree Malaysia and its PR team based on their distinct styles and personalities.

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The catchy song was sung by one of the chosen influencers, Jenn Chia a.k.a. So, I’m Jenn, a popular YouTuber, singer-songwriter and TV host who has more than 125,000 followers across her various social platforms. The lyrics zero in on the different features of My Cushion as well as the different styles that the product caters to, based on the five influencers.

In the video, each influencer represents a different colour scheme that suits their own style. Aside from Jenn who is fun, confident and outgoing, the other four influencers and their styles are:

Charis Ow – popular YouTuber known for her cute and sweet personality.

Nisa Kay – a very sweet YouTuber, blogger and part-time model who is nature-loving.

Kittie Yiyi – local fashion designer known for her quirky style.

Brian See – fashion influencer with a mysterious and cool persona.

Innisfree’s target audience are college students and young working adults who prefer pure and natural products, so the approach Isobar decided on was fresh and vibrant. The features of the Cushion cases were utilized in a fun and engaging manner in the music video, featuring not only the different colour schemes, but the background seen also showcases the various cushion case designs.

The music video not only aimed to introduce the new and improved Cushion product by innisfree Malaysia in an entertaining way but also educate consumers about the three simple steps needed to customized their own personalized cushion.

It is part of a larger campaign which kicked off earlier this month to promote ‘My Cushion’ and also includes a pop-up mall event, all of which are being promoted on innisfree Malaysia’s Facebook page. Isobar also created a microsite that lets consumers customize their Cushion online using the three simple steps as well as save their summary as a guide for when purchasing in-store.

Johnny Nam, Brand General Manager, AMOREPACIFIC Sdn Bhd, explains: “At innisfree Malaysia, we care about our customers and understands that each of them are unique. ‘My Cushion’ was conceptualized to allow them to customize every aspect of their innisfree Cushion product not just to suit their individual skin needs but also their individual personality; from the base option and applicator type all the way to the case design with more than 100 designs to choose from.”

Credits –

Senior Influence Executive – Suraya Amer