Korean Beauty Product Launch Guide: How ESPOIR's Dough Texture Innovation Conquered the Highlighter Market

The New Reality of Product Launches in 2025🔗

Consumer expectations for new products have fundamentally shifted.

Simply saying "this is a new product" no longer captures attention. Products that fail to clearly demonstrate "what makes this different from existing products" quickly get buried, especially in categories already saturated with countless options.

So how are 2025 product launches approaching the market?

From product planning stages to detailed page messaging, recent product development and marketing approaches share several key characteristics: texture development focused on solving specific consumer problems, communication that clearly conveys differentiation points, and balance between marketing claims and actual user experience.

Through ESPOIR's Strobing Highlighter case study, we'll analyze the real process of 2025 product development and launch strategies.

Texture Innovation and Differentiation Strategy🔗

The Revolutionary Dough Texture Approach🔗

ESPOIR introduced a completely new texture experience to the highlighter category. They developed a new texture that's neither powder nor cream.

Technical features of ESPOIR's emphasized Strobing Dough Texture:

• Italian Technology Integration: Formulation development through overseas technology partnerships
• Jelly-Type Structure: Intermediate form between powder and cream
• 3D Pigments Application: Three-dimensional luminosity implementation
• Venus Powder Content: Brand-specific ingredient development

Innovation-Presenting vs Problem-Solving Marketing🔗

A notable aspect of ESPOIR's product pages is their choice to highlight their unique innovations rather than pointing out competitors' shortcomings.

Problem-Solving Type: "Existing products have these issues → We solved them" Innovation-Presenting Type (ESPOIR): "We provide our unique technology and experience"

This strategy positions the brand more premium while avoiding direct competitor comparisons and achieving differentiation.

Differentiation Implementation Process🔗

Rather than stopping at creating new texture, they concretized these differentiating points so consumers could truly experience them.

Key decisions during development:

1. Texture Naming: Describing the new texture with the familiar concept of "dough"
2. Color Development: Expanding versatility with 7 different conceptual colors
3. Volume Decision: Finding balance between appropriate usage and price at 8g
4. Packaging: Ensuring premium feel while maintaining practicality

Product Page Message Strategy🔗

Core Keyword Setting and Usage🔗

The most striking aspect of ESPOIR's product page is their clear keyword strategy. Rather than simple product descriptions, they established powerful keywords that stick in consumers' memory.

Balance of Emotional Expression and Functional Evidence🔗

Product page analysis reveals ESPOIR adopted a strategy of appropriately combining emotional appeal with technical evidence.

Emotional Expressions:

• "Overwhelming" - Emphasizing superiority over competitors
• "Heavenly light" - Highlighting mystical imagery
• "Piercing through darkness" - Visualizing dramatic effects

Functional Evidence:

• "Italian technology" - Objective basis for technological capability
• "3D Pigments" - Specific ingredient naming
• "Venus Powder" - Emphasizing brand-unique technology

7-Color Differentiation Strategy🔗

Rather than simple numerical distinctions, they assigned unique concepts and stories to each color.

Validating Through Consumer Response🔗

Actual Evaluation of Texture Innovation🔗

We examined how the product page's marketing messages were actually received by consumers. Analysis of 892 actual buyer reviews revealed several interesting patterns.

Consumer Response Stronger Than Expected🔗

The most impressive finding was that consumers directly mentioned more specific advantages than what marketing emphasized.

Differentiation Points Directly Mentioned by Consumers:

• "No pore emphasis, which is good" - Experiencing practical advantages of dough texture
• "No powder fallout" - Concrete effects of texture innovation
• "Easy color control" - Practical value of dough texture
• "Good longevity" - Unexpected additional advantage

Honest Areas for Improvement🔗

Areas that weren't perfect were also honestly revealed. This provides important feedback for future improvement directions.

Main Areas for Improvement:

• Price Burden: "30,000 won retail price feels expensive"
• Color Mismatch: "Peach Solar is pinker than expected"
• Individual Differences: "May not suit dry skin"
• Pearl Particles: "Glitter is larger than expected"

New Product Launch Practical Checklist🔗

Product Planning Stage Checkpoints🔗

Essential considerations for new product planning derived from the ESPOIR case study.

Product Page Composition Strategy🔗

Effective patterns confirmed in ESPOIR's marketing message composition.

Message Structure Principles:

1. Impact Keyword Selection: Memorable expressions like "overwhelming," "heavenly"
2. Technical Evidence Presentation: Objective information like Italian technology, specific ingredient names
3. Emotional Experience Proposal: Concrete experiences consumers can imagine
4. Social Proof Utilization: Emphasizing scarcity through limited editions, exclusive planning

Color Description Strategy:

• Emotional naming rather than simple color numbers
• Presenting recommended usage and scenarios for each color
• Providing skin tone matching guides

Frequently Asked Questions🔗

Q. Is differentiation through texture innovation alone possible even in saturated categories?

A. As the ESPOIR case shows, it's possible. But there are conditions. First, you must present new value clearly distinguished from existing categories. Second, that innovation must lead to differentiated experiences consumers can actually feel. Third, innovation points must be explained so consumers can easily understand them.

Q. Why is the 7-color strategy effective?

A. Not simply because of many colors, but because each color presented different concepts and usage methods. Consumers found reasons to purchase multiple colors and could select colors matching their preferences and situations. The key is not variety but each color's distinct identity.

Q. What's most important when developing new formulations like dough texture?

A. While technical innovation is important, it must lead to differentiated experiences consumers can actually feel. In ESPOIR's case, they provided concrete advantages like "no pore emphasis" and "no powder fallout." The core is innovation for differentiated usage experiences, not innovation for innovation's sake.

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This analysis was created based on BeauticsLab's product page analysis AI and review analysis system for week 37 of 2025.