Korean Body Care Emotional Marketing: How Treeut's Moroccan Rose Transformed Scrub into Self-Care Ritual

The Body Scrub Market Paradox🔗

Body scrubs share similar functions: exfoliating dead skin, smoothing texture, and providing moisture.

But why do some products become "must-use necessities" while others become "want-to-use desires"?

Reviews of Treeut Shea Sugar Scrub reveal fascinating patterns. Users repeatedly express emotions like "the fragrance fills the bathroom and lifts my mood," "feels like being at a spa," and "makes the end of my day special."

These go beyond simple product satisfaction—they express emotional experiences. Combined with 2025's self-care trends, they signal fundamental changes occurring in the body care market.

The 3-Level Emotional Pyramid🔗

Analyzing major body care brands based on actual user reviews reveals a clear hierarchical structure in emotional positioning.

Level 1: Functional Satisfaction (Illiyoon)🔗

Illiyoon users most frequently express "feels gentle," "daily exfoliation," and "consistently mild." Their purchase motivations are clear: problem-solving focused approaches like "I tend to have a lot of dead skin," "body troubles are a concern," and "looking for something non-irritating."

Illiyoon takes a strategy of clearly communicating functional benefits, as seen in their "Fresh Moisture" naming. They focus on establishing trust through K-beauty ingredients and practical approaches.

Level 2: Sensory Pleasure (Flou)🔗

Flou users express more evolved emotions. They focus on sensory pleasure with expressions like "amazing fragrance," "sweet and refreshing, feels good when scrubbing," and "the scent lingers after washing."

Their purchase motivations also evolve toward pursuing experience and pleasure: "curious about the fragrance," "liked the previous one, trying different scents," and "seemed to have a sweet feeling." However, they still remain at a casual, everyday satisfaction level.

Level 3: Emotional Healing (Treeut)🔗

Treeut targets a completely different emotional dimension. Users express sentiments like "Indeed, there's a reason it's been #1 for 8 consecutive years," "the fragrance fills the bathroom and lifts my mood," and "luxurious spa-quality scent."

Their purchases go beyond problem-solving or simple mood enhancement to become "gifts to oneself." Expressions like "if I had money, I'd buy 2000 more" and "I always come back after trying others" confirm emotional attachment to the brand.

Moroccan Rose Emotional Design🔗

Treeut's selection of Moroccan Rose as the "best fragrance" among 15 options wasn't coincidental. It's the result of meticulously calculated emotional experience design.

Strategic Reasoning Behind Moroccan Rose🔗

Morocco as a regional identity inherently provides exotic and premium imagery. Rosa Damascena harvested only during May in Morocco's southern Dades Valley is so rare and expensive it's called "liquid gold."

However, Treeut's real success factor lies in connecting this premium story to actual user experience. Social media reactions like "Girls, this is truly magical" and "elegant rose scent that lingers, not cheap rose fragrance" show alignment between marketing claims and actual experience.

Concretizing Emotional Experience🔗

Treeut's product page emphasis on "delivering happiness from nature and pleasant shower time" isn't just marketing copy. This emotional response is verified by concrete data showing 74% fragrance satisfaction in actual reviews.

Notably, while presenting clinical results like "skin radiance improvement +108.17%, moisture improvement +144.58%" through "Real Sugar + 6 Oil blend + Shea butter" ingredients, the core focus remains on emotional experience.

Marketing Claims vs Reality Verification🔗

Treeut's greatest strength is the high alignment between marketing messages and actual user experiences. Analysis of 51,875 actual buyer reviews verified all major claims.

Concrete Evidence of Emotional Response🔗

The most impressive finding is that users express more specific and emotional language than marketing emphasized.

Marketing Message: "Happiness from nature and pleasant shower time" Actual User Expression: "Very feminine rose scent, and after washing, the fragrance gently rises from the bathroom and skin, I love it so much" (Éclair, 45 recommendations)

Such spontaneous and specific emotional expressions provide strong evidence that the brand's intended emotional experience is actually being delivered to consumers.

Repurchase Patterns Reveal the Real Reason🔗

Repurchaser (3.5%) core reasons reveal Treeut's true differentiation points:

1. "Other brands absolutely don't wash off with just water" - Practical advantage
2. "Fun of choosing various fragrances" - Sensory pleasure
3. "Can be used on sensitive skin" - Functional satisfaction
4. "If I had money, I'd buy 2000 more" - Emotional attachment

Interestingly, while repurchasers mention functional, sensory, and emotional satisfaction, they ultimately express emotional attachment most strongly.

2025 Emotional Marketing Possibilities🔗

Rapid Growth of Self-Care Market🔗

Particularly the "intentional self-care" trend centered on the 2030 generation is evolving beyond simple functional satisfaction toward pursuing emotional well-being.

Rise of Night Care Routines🔗

The rapid increase in "night care routine" content on YouTube reflects the same context. As more consumers try to care for themselves using pre-bedtime hours despite busy daily lives, shower time is being redefined beyond simple cleansing to "special time for myself."

Treeut's experience perfectly aligns with these needs. The experience of "ending the day with elegant Moroccan Rose fragrance" provides consumers with daily small luxuries, leading to brand loyalty.

Potential Expansion of Emotional Marketing🔗

Treeut's success proves that emotional positioning actually works in the body care market. This provides applicable insights for other categories:

1. Limitations of Functional Benefits: Differentiation becomes difficult with ingredients or effects alone
2. Importance of Sensory Experience: Increasing influence of fragrance, texture, and usage feel on purchase decisions
3. Value of Emotional Connection: Emotional bonds between brands and consumers lead to repurchase

Strategic Implications for Marketing Practitioners🔗

Specific action plans derived from Treeut's case:

1. Emotional Needs Mapping: Understanding target customers' functional→sensory→emotional needs stages
2. Experience Design: Developing elements that can provide emotional satisfaction during product use
3. Strengthening Storytelling: Constructing messages that connect with lifestyle beyond simple product description
4. Ensuring Consistency: Minimizing gap between marketing claims and actual user experience

Frequently Asked Questions🔗

Q. Can emotional differentiation alone create sustainable competitive advantage in categories with similar functions?

A. As shown in Treeut's case, it's possible. But conditions exist. First, marketing claims and actual user experience must align. Treeut's 74% fragrance satisfaction is actual data supporting their "elegant Moroccan Rose" claim. Second, emotional experience must be reproducible and consistently provided. Third, target customers' emotional needs must align with market trends.

Q. What should other brands be careful about when benchmarking emotional marketing strategies?

A. Authenticity is most important. Treeut's success was supported by 8 years of built brand heritage and actual product quality. Simply borrowing emotional messages won't work. Also, accurately understanding target customers' emotional needs is crucial. The "self-treat" need that Treeut succeeded with doesn't apply to all brands. Finally, a long-term perspective is needed. Emotional connections aren't formed overnight, and consistent experience provision is key.

Q. What long-term impact will self-care trends have on the body care market?

A. Fundamental paradigm shifts in the body care market are expected. First, product development direction will move from function-centered to experience-centered. The importance of sensory elements like fragrance, texture, and packaging will increase further. Second, marketing messages will evolve from problem-solving to lifestyle propositions. Third, premiumization will accelerate. As consumers perceive it as "investment in myself," price sensitivity may decrease. Fourth, brand loyalty importance will grow. Brands with formed emotional connections will have stronger repurchase momentum.

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This analysis is based on Week 37, 2025 BeauticsLab dashboard API, review analysis system, and product page data analysis.