MIJUNG KIM

Handled 2 brands, TSUBAKI & FINO, encompassing 12 SKUs.

• Conducted market research to identify key trends, ensuring the brands remained competitive in their industry.
• Streamlined brand messaging by creating and maintaining a consistent visual identity across all platforms.
• Analyzed competitor offerings to identify opportunities for differentiation and to capitalize on unique selling points.
• Established performance metrics to evaluate campaign success, making data-driven adjustments as needed to optimize results.

1. [October 2023 - Present] TSUBAKI, The Power of Camellia Oil:

- Launched the "More Smoothly through Camellia Oil" campaign to refresh the brand's image, focusing on our Unique Selling Proposition (USP), Camellia Oil.
- Highlighted Camellia Oil as a key ingredient to convey trust and deliver the promise of smooth and shiny hair care.
- Engaged Lee Sungkyung to elevate the brand's premium image, maintaining a consistent voice and imagery through OOH and digital advertising.
- Participated in the OY End Cap promotion in March, showcasing our brand concept and the end benefits of each product through packaging.
- Updated in-store materials and key claims to reinforce the brand's image rejuvenation and the new campaign's message.
- Designed the most valuable product sets to offer consumers added benefits when purchasing promotional products.
- Results:

• Achieved a 102% increase in sales compared to the previous year, with all categories experiencing a minimum of 80% sales increase.
• Met the sales target for March within just one week.
• Received extensive positive consumer feedback on the products.

2. [October 2023 - January 2024] FINO X Jollygeestudio POP-UP:

- Launched a pop-up event with the theme "Untangle with FINO #FreefromTangled" to improve brand awareness through collaboration with cute and adorable characters.
- The pop-up started in January 2024, aligning with the New Year to introduce a story related to starting afresh.
- Emphasized the brand's USP of untangled hair in the pop-up's narrative, promoting FINO as the solution for a tangle-free 2024.
- Joined the OY End Cap promotion to enhance brand awareness and sales.
- Tailored product detail pages to reflect the mood of the collaboration.
- Created GWP items (stickers, calendar, pop socket keyring doll) to incentivize product purchases.
- Utilized digital and OOH advertising to showcase our collaboration and the pop-up store details.
- Results:

• Doubled sales compared to the previous month.
• Tripled Instagram followers.
• Continued sales growth following the pop-up store event.

3. [June 2023 - November 2023] OY End Cap Promotion (Online/Offline):

- The June end-cap promotion featured a mask+pump set, achieving the #1 rank in the OY hair category and #2 overall in the OY category.
- The November promotion introduced the first story mood package, "The Softness Encapsulated by Camellia Oil," significantly boosting sales and marking a profit turnaround for the TSUBAKI brand.

4. [December 2022 - May 2023] FINO Brand Launch:

- Introduced the FINO brand to the Korean market, positioning it closely with fashion and communicating the message that "the final touch to expressing my style is hair."
- Developed unique products, such as the jelly hair pack and prism oil, highlighting their benefits with creative branding.
- Established six beauty serums as key selling points to address different hair concerns, aiming to prevent cannibalization with TSUBAKI by targeting younger generations (10s to 30s).
- Engaged Yena as the key model to foster a Gen-Z and hip-lovely brand image.
- Created a brand proposal for distributors and for internal sharing.
- Launched press releases, collaborated with KOLs and YouTube content creators, selecting influencers from beauty and fashion to convey the brand's unique benefits.
- Results:

• Entered 128 OY stores.
• Ranked #1 in sales in the hair category in the first month.

5. [December 2022 - April 2023] Pioneered the TSUBAKI Hair Mask Pump:

- Identified the jar-type packaging as a limitation for the hair mask, our star product.
- Collaborated with pump manufacturers to develop a unique pump for TSUBAKI's hair masks.
- Results:

• Introduced a groundbreaking enhancement, improving user experience and reinforcing the brand's innovative image.
• Selected as an APAC online GWP, leading to re-export to 8 countries in Asia.
• Received positive feedback from distribution companies and entered new markets, including Traders & Costco.
• Achieved record-breaking sales: the mask+pump set sales doubled in September 2023 compared to February 2024, with an 83% increase compared to the previous year.

6. [August 2022 - November 2022] TSUBAKI Rejuvenation & New Black Line Launch:

- Led the rejuvenation of the TSUBAKI brand and the launch of a new black line.
- Utilized Krystal Jung to establish a premium and chic brand image.
- Developed detailed product pages, POSM, and in-store tools.
- Positioned the new black line as a premium offering, differentiating it with higher prices and a distinct fan name to highlight its benefits.
- Engaged in extensive OY in-store promotions and utilized OOH & digital advertising featuring Krystal Jung to promote the brand and new line.
- Results:

• Featured as the main brand in the November end-cap promotion.
• Garnered positive feedback from both consumers and retail MDs.
• The black line contributed to 19% of the brand's profit.

Managed the Wella Professionals hair care and styling portfolio, encompassing 4 brands and 30 SKUs.

• Streamlined brand messaging by establishing and upholding a consistent visual identity across all platforms.
• Enhanced product sales through innovative promotional strategies and appealing packaging designs.
• Collaborated with cross-functional teams to ensure successful product launches and synchronized marketing efforts.

[April 2023 - August 2023] Wella Professional, Launch of the Element brand

- Conceptualized the brand as eco-friendly, encapsulating the essence of nature, branded as Element.
- Marked Wella Professional's inaugural B2C brand initiative, engaging customers through digital mediums and collaborations with Instagram cartoon artists.
-Developed Gift-With-Purchase items (hairbrush, mini box sample), leaflets, key visuals, and Point of Sale Marketing materials (POSM)
-Results: Successfully launched across online channels and salons, achieving 120% of the projected sales target.

[January 2023 - August 2023] PR & Online Marketing

- Executed Instagram content planning and advertising campaigns to enhance brand visibility and engagement.
- Managed the operations of Naver Smart Store and SSG online mall, overseeing all aspects.
- Drove online sales strategies and compiled detailed sales reports.

Worked and Brand PR and pioneered the Naver smart store

• Leveraged marketing channels and sales strategies to develop pipeline and increase profitability.
• Worked with senior leaders to determine marketing priorities.
• Created and successfully implemented marketing programs.

[2020.10 ~2020.12] The Body Shop Christmas Campaign

#PUNCHOUT Campaign

• The Body Shop's campaigns are consistently focused on supporting minorities, with the theme for 2020 being domestic violence
• Launched the #punchout campaign aimed at addressing domestic violence by symbolically throwing a punch at perpetrators, encouraging them to stop their abusive behavior
• Collaborated with the NGO Women's Hotline, supporting women affected by domestic violence. A portion of sales from The Body Shop's Christmas products was donated to Women's Hotline
• The campaign was promoted with the help of 100 influencers and rapper Cheetah, including publishing interviews with actual victims in Singles magazine
• Sponsored annual performances by Women's Hotline, further increasing brand visibility
• Result:

- Selected as the best practice among The Body Shop APAC, receiving financial support.
- Achieved 120% of the sales target, resulting in a bonus.
- Received positive feedback from many communities, enhancing the brand's reputation among customers.

[2020.6 ~ 2020.4] The Body Shop - Launch Naver smart store

• Due to a decrease in store sales caused by COVID-19, I devised a strategy to increase sales.
• My proposal to operate a Naver Smart Store was selected, leading me to spearhead the Task Force (TF) team.
• Managed the registration of 300 products and the creation of detailed pages.
• Secured and executed multiple promotions within Naver Shopping's beauty category: planned and conducted promotions fitting the monthly beauty shopping themes.
• Selected for and conducted Naver's main live shopping events: planned live concepts, stories, cue sheets, products, product promotions, and targeting strategies.
• Results:

- Achieved sales KPI within 3 months.
-Sold out during Naver live sessions, achieving sales of 20 million KRW in 2 hours.