The No.1 Derma-cosmetic brand in Korea, “AESTURA,” has officially launched in Japan and has won numerous Best Cosmetic Awards! The PR team shares their secrets in a cross-talk interview

Last year, the highly popular Korean brand “AESTURA” made its official debut in Japan.

AESTURA is a derma-cosmetic brand that combines the DNA of a pharmaceutical company with cutting-edge beauty research and dermatological science. 

Starting with the research for sensitive skin , the brand involves over 40 skin experts in product development from the initial planning stages, earning the trust of numerous dermatologists in Korea. In a country where users frequently consult dermatologists for beauty concerns, AESTURA has become the “No.1 derma-cosmetic brand in Korea,” loved by many loyal users.

In September 2023, AESTURA officially launched in Japan with two key product lines designed for different skin types. The “A-CICA 365” series, targeted at sensitive and combination skin, offers care for irritated and troubled skin, while the “ATOBARRIER 365” series, aimed at sensitive and dry skin, supports moisture retention and skin barrier protection.

Within just three months of its Japan debut, AESTURA won 10 awards at Japan’s Best Cosmetics Awards 2023.

You might have already seen AESTURA at OLIVE YOUNGin Korea, or perhaps spotted it being featured by influencers or in variety shops here in Japan.

This highly popular brand is part of the Amorepacific family, the largest company in Korea’s cosmetics industry, which also owns well-known brands like “LANEIGE” and “Innisfree.”

SUNNY SIDE UP (SSU) has been providing PR support for AESTURA, helping the brand establish a strong presence in the Japanese market following its full-scale launch.

This time, we’re bringing you a cross-talk discussion about AESTURA’s PR strategies. Joining us are Mr. Lee from Amorepacific, SSU’s Executive Planner Yumi Sekiya from the Account Planning Division, and PR Director Hina Ikeda from the Public Relations Division. Together, they’ll share the behind-the-scenes stories of AESTURA’s full-scale launch in Japan.

▼Here’s a report on our member’s visit to the headquarters of AMORE PACIFIC in Korea.
Visiting the headquarters of “AMORE PACIFIC,” the largest Korean cosmetics company | Here is the information on events you can experience popular authentic Korean cosmetics in Japan!

■Building recognition and trust in Japan through multifaceted PR efforts

ーCould you tell us about the background of how AESTURA and SSU came to work together?

Mr. Lee: When AESTURA was preparing to launch in Japan, we were looking for a Japanese company that could handle the overall brand marketing, including managing social media and influencer campaigns.

Ikeda: We were approached by AESTURA with the request to “develop a strategy for expanding the brand in the Japanese market.”

Mr. Lee: The official launch was in September 2023, but we worked together on preparations for unveiling AESTURA at the “AMORE PACIFIC FESTIVAL” held in June, as well as strategies to win Best Cosmetics awards.

ーーWhat kind of initiatives did you actually carry out?

Mr. Lee: We implemented a wide range of initiatives, including PR, influencer collaborations, media partnerships, social media management, and advertising campaigns. For influencer collaborations, we took a multi-faceted approach, such as YouTube tie-ups and a monitoring campaign on @cosme through influencer seeding.

Sekiya: For AESTURA, which is still not widely known in Japan, we focused on gaining recognition and trust. Our strategy was built around three main pillars: “gathering reviews,” “raising media awareness,” and “encouraging product trials.” By increasing the touchpoints, we naturally increase attention. We scheduled the press release and the timing of reviews to coincide for maximum impact.

Ikeda: Our primary goal in media outreach was to secure features in the three major beauty magazines. Getting featured in these publications allows us to reach the core audience interested in beauty. This, in turn, informs the lighter beauty enthusiasts who follow the core audience, and eventually, we aim to reach those who are looking for something new. Our ultimate goal was to win the Best Cosmetics Award, so we focused on PR efforts to highlight AESTURA’s appeal to the media and beauty professionals.

◾Increasing Media Attention Through Multiple Press Releases

ーWhat were your key considerations when promoting “AESTURA,” which was already a popular brand in South Korea?

Sekiya: First of all, there wasn’t a market for derma-cosmetics (cosmetics developed based on dermatological science to solve skin concerns) in Japan, so understanding that was our first challenge. Additionally, while AESTURA products are carefully made, they don’t have the immediate effectiveness of pharmaceuticals, so we struggled with how to convey their functional appeal. We also had members from the AESTURA team in Korea visit Japan to conduct a workshop explaining how to use each product and its features.

Mr. Lee: We did, didn’t we? It feels like it was over a year ago, it brings back memories.

Sekiya: Additionally, we focused on how to convey the overwhelming trust that AESTURA has in Korea. I once had the opportunity to be guided around Korea by the team from AmorePacific, and during that visit, I saw a room at the Amore Beauty Park where old AESTURA packaging was displayed.
I learned that “AESTURA products have been in homes in Korea for years, and parents use them on their children.” This made me realize that I wanted to communicate this strong trust from Korea to Japan. So, I conducted detailed interviews about AESTURA’s reputation and customer base in Korea and made sure to reflect that in our communication plans.

ーーWhat points did you consider when implementing the PR strategies?

Ikeda: By intentionally scheduling multiple information release timings, we created several opportunities for the media to learn about the brand. Typically, a launch announcement includes detailed product information, but since AESTURA didn’t have high brand awareness in Japan yet, we first focused on raising awareness of the brand itself. After building brand recognition, we released information about its launch in Japan to increase expectations.

Mr. Lee: In Korea, it’s not common to issue a release for each individual product, unlike in Japan. Through our collaboration with SSU, I’ve learned a lot about how PR works in Japan.

Sekiya: When introducing the product in Japanese, we thought of catchy phrases that easily convey its functions. We also created materials by understanding the information the media was looking for. We moved forward by aligning what the AESTURA team wanted to convey with the format of PR in Japan and how to communicate with the media.

◾️New products launching one after another! Expanding availability in dermatology clinics

ーWhat is your impression of SSU?

Mr. Lee: I first learned about SSU through Hidetoshi Nakata, the soccer player. I also had connections through a Korean friend who knew someone at SSU, which made me feel a sense of familiarity from the very beginning.

Sekiya：Oh really! I never knew that!

Mr. Lee: I had imagined that people working at Japanese companies would all be in suits, sitting in assigned seats. But when I first visited your office, everyone was dressed casually and working in an open seating arrangement, which gave me the impression that it’s a very open and welcoming company.

Ikeda: That’s right. I remember that our meetings with everyone at Amore Pacific always had a relaxed and casual atmosphere.

ーーWhat are your future plans?

Mr. Lee: Right now, we’re preparing for the new fiscal year with plans for new product launches and seasonal promotions tailored to the Japanese market. We’re also working on solidifying the brand’s direction and developing key messaging for our communications.

Ikeda: AESTURA is known as the “No.1 brand recommended by Korean dermatologists,” with an impressive 98% adoption rate in top hospitals in Korea. However, it’s still not yet available in Japanese dermatology clinics.

Mr. Lee: That’s right. Moving forward, we aim to expand our presence in dermatology clinics and further build trust and recognition in Japan.

Sekiya: Many people who want to buy Korean cosmetics are often drawn to catchy ingredients or attractive packaging. However, AESTURA’s Atobarrier 365 series focuses on basic skincare that’s genuinely good for the skin, rather than relying on catchy elements. The key will be how we convey this message and turn that understanding into actual purchases.

Mr. Lee: Exactly. We often hear feedback like “It was really good once I tried it,” so creating more opportunities for people to experience the product firsthand in various settings will be crucial moving forward.

AESTURA continues to bring exciting new products to Japan!
After hearing this cross-talk, it makes you want to try them, doesn’t it? Plus, there are plans for more events and product launches in the future… Stay tuned!

Here are other articles on projects handled by SSU.
(Articles in Japanese)