Why Korean Serums Dominate: The 7-Step Persuasion Formula Behind Olive Young's Top 4
BeauticsLab
August 18, 2025
Table of Contents
The Science of Selling Functional Skincare🔗
In Week 33 of 2025, four products dominated Olive Young's essence/serum/ampoule category. While they all offer similar functional benefits, each brand's approach to customer persuasion reveals dramatically different strategies that global beauty brands can learn from.
- Torriden Dive-In Low Molecule Hyaluronic Acid Serum (#2)
- VT Reedle Shot 100 Essence (#3)
- Mamonde Calming Shot Azulene Blemish Ampoule (#5)
- Mediheal Madecassoside Blemish Repair Serum (#6)
Analysis Methodology🔗
Through detailed product page data analysis, we've decoded not just what these brands say, but how they structure their persuasion to convert browsers into buyers.
Brand-by-Brand Strategy Breakdown🔗
1. Torriden (#2) - Hydration Authority + Sustainability Play🔗
Torriden positions itself as "The synonym for #1 hydration serum", establishing category dominance through expertise and environmental consciousness.
Torriden Dive-In Low Molecule Hyaluronic Acid Serum Product Page Story Flow
Hook
10 million skins can't be wrong - #1 hydration serum
Social Proof
2023-2024 Olive Young Awards winner, 10M units sold
Problem-Solution
Dehydration: the root cause of all skin concerns
Innovation
5D-Complex Hyaluronic Acid for multi-layer hydration
Scientific Evidence
Clinical trials: 48-hour lasting hydration proven
Safety Trust
Sensitive skin tested, pH-balanced, Vegan certified
Usage Experience
Non-sticky texture perfect for layering
Core USP: 5D-Complex Hyaluronic Acid + Environmental messaging for dual appeal
Key Differentiators:
- Frames dehydration as the universal skin problem
- Scientific breakdown of high-mid-low molecular HA
- "YOUR SKIN IS OUR PLANET" resonates with Gen Z values
2. VT (#3) - Tech Innovation + Systematic Approach🔗
VT revolutionizes skincare with "Skin Home Training", transforming product application into a systematic regimen.
VT Reedle Shot 100 Essence Product Page Story Flow
Hook
Global K-Beauty leader, #1 'Wearable Device'
Authority Proof
204 awards won, Olive Young overall #1
Innovation Technology
CICA REEDLE Physical Derma Delivery System
Scientific Evidence
55% pore reduction in 2 weeks, 11.06% calming effect
Safety Testing
Suitable for sensitive & acne-prone skin, triple-tested
System Guidance
50-1000 graduated intensity system for personalized care
Usage Experience
Tingling sensation signals absorption, first-step booster
Core USP: CICA REEDLE 14x thinner than pores + Graduated product system
Key Differentiators:
- "Skin Home Training" concept makes skincare feel like fitness
- 50-1000 intensity levels create customer journey
- Reframes tingling sensation from negative to positive ("absorption signal")
3. Mamonde (#5) - Speed Results + Multi-Benefit Strategy🔗
Mamonde claims "Faster than Cica", targeting time-conscious consumers with immediate visible results.
Mamonde Calming Shot Azulene Blemish Ampoule Product Page Story Flow
Hook
#1 blemish-calming hydration ampoule
Problem Insight
Clear skin is the foundation of good-looking skin
Solution Innovation
Azulene faster than Cica + 4% Niacinamide synergy
Clinical Evidence
Single use: 16.4% pigmentation improvement, 100% satisfaction
Comprehensive Benefits
Hydration + cooling + blemish care in one
Safety Innovation
0.00 irritation score, Vegan certified for daily use
Texture Experience
Mashed water-jelly texture for lasting cooling
Core USP: 99% pure Azulene + 4% Niacinamide for instant calming and blemish care
Key Differentiators:
- Direct competitor comparison: "Faster than Cica"
- Mashed water-jelly as texture innovation
- Single-use efficacy data emphasizes immediacy
4. Mediheal (#6) - Value Champion + Expertise Strategy🔗
Mediheal boldly declares "God-tier value hydration-blemish serum", combining professional quality with aggressive pricing.
Mediheal Madecassoside Blemish Repair Serum Product Page Story Flow
Hook
God-tier value serum, 1+1 deal at ₩10,000 per bottle
Authority Awards
2024 H2 Awards triple crown, Olive Young #1
Core Technology
98% pure Madecassoside + 20,000ppm Niacinamide
Clinical Proof
2 weeks: 106.56% blemish improvement, 116.63% melanin reduction
Comprehensive Benefits
Hydration + blemish + calming + value = hexagon serum
Safety Certification
Hypoallergenic, non-comedogenic certified
Developer Message
Developer's personal message: 'Made for people like you'
Core USP: 98% pure Madecassoside + 1+1 pricing for professional quality at mass-market prices
Key Differentiators:
- "God-tier value" - unusually direct pricing language
- Developer's personal message adds authenticity
- "Hexagon serum" creates memorable multi-benefit positioning
Common Success Patterns🔗
The Universal 7-Step Persuasion Structure🔗
| Stage | Torriden | VT | Mamonde | Mediheal |
|---|---|---|---|---|
| 1. Hook | 10M skins | Global #1 | #1 blemish | ₩10,000 value |
| 2. Authority | OY Awards | 204 awards | OY #1 | Triple crown |
| 3. Innovation | 5D HA | CICA REEDLE | Azulene tech | 98% purity |
| 4. Evidence | 48 hours | 55% reduction | 16.4% improvement | 106.56% better |
The Power of Specific Numbers🔗
Korean brands don't just claim efficacy - they prove it with precision:
📊 Number Marketing Examples:
- Torriden: 48-hour duration, 5D-Complex HA
- VT: 14x thinner than pores, 55% pore reduction
- Mamonde: 16.4% improvement, 99% pure Azulene
- Mediheal: 106.56% improvement, 98% pure Madecassoside
Specific percentages build trust and justify premium pricing.
Differentiation Strategy Matrix🔗
| Axis | Torriden | VT | Mamonde | Mediheal |
|---|---|---|---|---|
| Core Value | Hydration Expert | Tech Innovation | Speed Results | Smart Value |
| Target Customer | All dry skin | Active treaters | Busy professionals | Value seekers |
| Persuasion Style | Duration+Planet | System+Science | Speed+Multi | Price+Expert |
| Visual Identity | Blue freshness | Black premium | Green natural | White clinical |
Conclusion: The Korean Serum Success Formula🔗
💡 3 Key Takeaways:
- Functional differentiation is survival: Simple hydration NO → Specialized function YES
- Specific numbers create trust: 48 hours, 55% reduction, 106.56% improvement - precision sells
- Same structure, different story: All use the 7-step formula, but unique interpretation creates differentiation
This analysis is based on 2025 Week 33 BeauticsLab product page analysis data from Olive Young, Korea's leading beauty retailer.
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