Korean Suncare Marketing: Two New Brands, Two Different Approaches

Two Conversations in Korean Suncare Market🔗

Week 36 of 2025 in Olive Young's suncare market reveals an intriguing contrast between two brands.

Brukesia says: "Kim Ttol-ttol chose this." Seven weeks later, it changes to: "Sangeun-unnie chose this." By switching influencers, they continuously emphasize being 'someone's choice'.

Attention asks: "Can't we apply daily sunscreen gently and refreshingly?" Then answers: "With 50 years of accumulated research and expertise." They try to explain 'why you should choose us' in their own language.

Same market, completely different conversational approaches. Let's examine the results each choice created.

• Brukesia Breeze Fit Tone-up Sun Base (1,532 reviews)
• Attention Motherwort UV Tone-up Sunscreen (68 reviews)

Brukesia's Choice: The 'Someone's Choice' Strategy🔗

Brukesia chose "building trust through external validation." They created continuous buzz through influencer switching and product name optimization.

The Precision of Influencer Switching Strategy🔗

Brukesia's product name change history reveals meticulous marketing strategy:

• Week 27: Brukesia Fade-free Sun Base
• Week 28: [Kim Ttol-ttol PICK] Brukesia Fade-free Sun Base → Reviews surged from 16→327
• Week 29-34: [Kim Ttol-ttol PICK/Fade-free] Brukesia Breeze Fit Tone-up Sun Base (sustained for 7 weeks)
• Week 35-36: [Sangeun-unnie PICK/Fade-free] Brukesia Breeze Fit Tone-up Sun Base (influencer switch)

Core Strategy:

• External validation dependency: Influencer recommendations as the core of trust
• Continuous optimization: Product names changed according to marketing performance
• Perfection emphasis: Perfect numbers like 100% satisfaction, clinical tests completed

Attention's Choice: The 'Why Should You Choose Us' Strategy🔗

Attention selected "building empathy through intrinsic trust." They focused on brand story and solving user problems.

Consistency of User-Centered Messaging🔗

Attention maintained consistent messaging without product name changes:

• All weeks: Attention Motherwort UV Tone-up Sunscreen SPF50+ PA++++ 40ml
• Unchanging core: Brand name + key ingredient + function

Core Strategy:

• Intrinsic trust: Solid background of 50-year pharmaceutical expertise
• Problem-centered approach: Starting from users' actual concerns
• Consistency maintenance: Not frequently changing product names or messages

How Top Performers Did It: Category-Redefining Approach🔗

What approach did proven top-tier suncare products take? They employed both external validation and category innovation simultaneously.

Comparative Analysis of Three Approaches🔗

Market Response Data Analysis🔗

We analyzed actual market response through weekly review growth patterns.

Conclusion: Evolution, Not Just Choice🔗

The cases of Brukesia and Attention demonstrate the diversity of marketing strategies with no single right answer.

External validation creates quick buzz, while intrinsic trust builds solid foundations. However, the common lesson from top-performing products is that true success comes from innovation that redefines categories.

For new brands, the realistic approach would be to select a first strategy that fits their situation, then gradually evolve toward category-redefining innovation based on market response.

The suncare market continues to grow. Regardless of which strategy you choose, what matters is maintaining consistency and authenticity while building trust with consumers.

💡 Frequently Asked Questions (FAQ)🔗

Q. Which strategy should new suncare brands choose for market entry?

A. Choose between two approaches based on your brand situation. If you have access to influencer collaborations and need quick buzz, use the 'external validation' approach like Brukesia. Build trust through authority borrowing with "○○ chose this" messaging. However, if you have pharmaceutical expertise or unique brand stories like Attention, the 'intrinsic trust' approach is more effective. Start with user problems like "Can't we apply daily sunscreen gently and refreshingly?" and present your unique solution.

Q. When should you choose the intrinsic trust strategy (Attention's approach)?

A. It's effective when three conditions are met. First, when you have solid brand background (Kyungdong Pharma's 50-year expertise). Second, when you have clear target segments (dry & sensitive skin). Third, when aiming for long-term brand asset building. Implementation method: Start with users' actual concerns ("daily sunscreen, gentle and refreshing") and consistently deliver your brand's unique answer. Don't change product names frequently, and differentiate with additional values like eco-friendly benefits (Reef Safe).

Q. When should you evolve to the category-redefining strategy?

A. Evolve after successfully entering the market with your first strategy. Like top performers (Bring Green, Obzee), you need innovation that breaks existing category boundaries. Implementation method: Present new usage methods like aloe pack dedicated items, oil blotting sun sticks, or create recognition that "this is different" through impactful differentiation like -4.9°C cooling. The key is providing total solutions beyond simple UV protection.

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This analysis is based on BeauticsLab dashboard data and detailed page analysis for Week 36, 2025.