Contemporary Beauty

BRAND STORY
Brand Name

“Life is short and information is endless: nobody has time for everything…
The truth would be drowned in a sea of irrelevance.”

Aldous Leonard Huxley

(1894~1963)

As the “Brave New World” that author Aldous Leonard Huxley predicted becomes a reality today,
“Huxley” is born. Inspired by and named after this visionary, Huxley aims to introduce the best genuine
products amid a flood of irrelevant cosmetic information.

Now, taking the natural value of skin as its top priority,

“Huxley” is a new and special skin care brand pursuing true beauty.

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Brand Philosophy

Great things come from risky ideas and bold attempts.

We’re never afraid of extreme environments

– the highest mountains, deepest seas, the most severe deserts –
to find ingredients that maximize skin vitality.

The future of skincare will be rewritten boldly.

Great things never came from comfort zones

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Brand Concept

CONTEMPORARY TRENDY

The Concept of “Huxley”

A contemporary beauty brand that dares to discover unknown ingredients
for skin suffering from harsh external environments and to lead new beauty trends.

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 Brand Target & Muse

25-35 Contemporary Person Huxley Model

Trendy, Witty & Smart
Reacts to trends quickly and enjoys sharing information through social networking.
Practices reasonable and smart consumption, considering both design and cost.
Son, Soo-Hyun
Born in 1988/ 163cm/ Instagram Followers 114k
Movie “The Office,” “The Treacherous”, TV Drama “KBS Blood”
Ads “Avene”, Music Video “Love, At First,” “Coin Laundry”

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PRODUCT STRATEGY
Key Ingredient

CONTEMPORARY

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Key Ingredient

CONTEMPORARY

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Key Ingredient

CONTEMPORARY

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Key Ingredient

 Vitality surviving an extreme environment with a 50-degree

daily temperature variance

SAHARA PRICKLY PEAR SEED OIL  A beauty treasure found in the Sahara Desert. In order to extract just 1 liter of this
precious oil, it takes 36 hours of hand-labor to separate 1 million seeds.
CONTEMPORARY

 Beauty secrets used by the Moroccan royal family

 Contains a Phyto-chemical to protect its own body

 Strong vitality that maintains 95% of its moisture even in an extreme environment

 Far lighter with a greater moisturizing effect than argan oil due to its 61% linoleic
acid content

 An anti-aging effect due to Vitamin E (tocopherol) contents that over 400 times*
higher than olive oil (* γ-tocopherol)

 A safe and certified organic ingredient

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PRODUCT LAUNCH
Advertising Campaign
• TV commercials, SMR (video replay), magazines, bus advertising, bus shelter ads, SNS, and Eastar Jet in-flight advertising
• Established brand awareness by releasing viral teasers and launching advertising campaigns accompanied with the
recognizable catch phrases such as “oil that acts as a shield against the heaters” and “Hydration, fulfilled”

TV / SMR / YOUTUBE / THEATER

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Advertising Campaign
New releases : viral teasers filmed on location in Morocco and launching advertising campaigns

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Advertising Campaign
New magazine ads

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Advertising Campaign

OOH (OUT OF HOME) MAGAZINE : AD / MENTIONED IN ARTICLES

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Sales Channels
• Domestic Department Stores：Lotte, Shinsegae, Hyundai & AK Plaza
• Overseas Department Stores : ’16. 4Q Hong Kong – Lane Crawford, US - Nordstrom ‘17. 1Q, Malaysia – KLSOGO & ISETAN ‘17, 1Q

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Sales Channels
• Domestic Duty Free Shops: Lotte, Shilla, Galleria Duty Free 63 & SM Duty Free
• H&B : LOHB’s (87 stores）, Beauty Shops : Creemare

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BRAND IDENTITY
Brand Identity/Personality
• Creating visual consistency with a coherent tone and manner, Huxley is positioned as an uplifting brand that makes emotional
connections with customers.
• Continuously develop brand communication strategy to emphasize cactus-based ingredients which differentiate Huxley from other
brands.

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Eye-Catching Package Design
• Inspired by the Sahara Desert, the overall package design faithfully reflects the brand story.
• Established an emotional brand image and became the first factor influencing on consumers’ buying decision.

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Outstanding Product Quality
• We provide modern women who suffer from external environments satisfaction with product differentiation.
• Prickly Pear Seed Oil, a unique and precious ingredient, and distinctive formulations bring in repeat sales from customers.

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Signature Fragrance

• Huxley’s signature fragrance is a unique scent of natural grass developed in collaboration with a 90-year-old Swiss fragrance company.
• Upcoming products with our signature scent meet consumers’ desire for scented products such as body products, mists, and candles .

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PRODUCTS
Product Lineup
Skin care routine as minimal as it gets, yet enough moisture .
Cleansing Routine / Extra Moisture Routine / Antioxidant Routine / Hydration Routine
1. EXTRA MOISTURE ROUTINE
2. ANTIOXIDANT ROUTINE
3. HYDRATION ROUTINE
Extra Moisture Routine
for the best-moisturized skin overcoming dryness
① Enriches your skin texture with a slightly acidic toner containing cactus extracts.
② Provides moisturizing and smoothening effects with Oil; Light and More. This
lightweight oil quickly absorbs into your skin without leaving a greasy feeling.
③ Provides the ultimate moisturizing effect with Cream; More than Moist.
Antioxidant Routine
to protect the skin against daily stresses
① Enriches your skin texture with a slightly acidic toner containing cactus extracts.
② Provides vitality and energy to your skin, protecting it from free radicals with
Oil Essence; Essence-like, Oil-like.
③ Provides rich nourishment and resilience to tired skin with Cream; Anti-Gravity.
Hydration Routine
for well-hydrated skin that withstands UV rays and the scorching heat
① Refines your skin texture with a slightly acidic toner containing cactus extracts
② Provides instant cooling and hydrating effects with Essence; Grab Water
③ Soothes skin that’s tired from scorching heat and delivers long-lasting hydration
to your skin with Cream; Fresh and More
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Product Lineup
• Cleansing routine : Cleansing Water ; Be Clean, Be Moist & Cleansing Gel ; Be Clean, Be Moist
• Deep moisturizing cactus-based cleansing care that reflects the efficacy of the cactus ingredient
• Luxuriously rich, divinely textured cleansing products at reasonable prices.

Cleansing Routine
that leaves skin soft and moisturized but clean
① Removes makeup and impurities with mild Cleansing Water ; Be Clean, Be Moist
② Gently cleanses and leaves skin hydrated with soft foaming Cleansing Gel ;
Be Clean, Be Moist

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Product Lineup
• Spa routine for the home spa treatment : Scrub Mask ; Sweet Therapy, Healing Mask ; Keep Calm & Sleep Mask ; Good Night
• Limited Edition Signature Collection in celebration with 1 year anniversary of Huxley : Hand Cream ; Velvet Touch, Lip Balm ; Moisture
Wear, Candle ; One of A Kind & Matches ( A candle & matches are currently only available within Korea)

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New Product Launch
Introducing new 2017 Spring products as the expansion of our product line
• Launch of brightening routine products : Essence ; Brightly Ever After & Cream ; Glow Awakening
• Launch of a dual pouch type facial sheet mask : Mask ; Oil and Extract

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BRAND COLLABORATION
Marketing Campaign with Esteem Models
Worked closely with Esteem Models which is a top model agency as a marketing partner
• Created viral video content with runway models (during 2016 Seoul Fashion Week)
• Released digital storytelling to SNS channels, Naver Cast, Esteem TV, and Webzine in real time

곽지영

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Co-Marketing with EASTAR JET
• Started Eastar Jet in-flight sales and held a sweepstakes in celebration of the launch of hydration routine products.
• Conducted a variety of events for special days throughout the year and offered free samples and product giveaways on board.

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Collaboration with GLAD hotel
• A collaborative project with the top quality GLAD hotel : A concept room, conveying visual concepts of Huxley, captures the hotel
guest’s attention
• Opened Huxley Tester Bar at the hotel lobby for visitors to experience Huxley products

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BRAND ACHIEVEMENT
Brand Achievement
Selected as one of the most anticipated rookie products of 2016 at 15 th SURE magazine beauty award sponsored by j-contentree

2016 SURE Beauty Awards

• Winner of Rookie Product Category : Huxley Oil Essence ; Essence-like, Oil-like & Oil ; Light and More

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Brand Achievement
• Won the 2016 Allure Korea Best of Beauty Awards featured by Allure Magazine [Korea]
• Two sets of annual awards : One tested blindly by readers and the other judged by the magazine’s editors & makeup specialists

2016 Allure Best of Beauty Awards

• Award Winners - Facial Oil category : Huxley Oil ; Light and More & Guerlain
• Winners of Editor’s Pick - Toner Category : Huxley Toner ; Extract It & SHISEIDO *Image source : Allure Korea

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Contemporary Beauty

CONFIDENTIAL