In wanting to shift Innisfree’s content to align more closely with that of Gen-Z trends like ‘coquette-core’, ‘mermaid-core’, and ‘pink pilates princess’, I combined these stylistic elements with Innisfree’s branding and messaging to create an aesthetic of our own, called ‘Inni-core’. Under this concept, the Instagram feed underwent significant transformation, and its consistently high-performing results solidified its position as one of the key pillars of the 2024 BY Discovery Kit.
Conception:
When conducting my weekly competitive market/trend research, it became increasingly clear that each new week seemed to bring forth a new ‘-core’ or ‘aesthetic’. The incessant influx of microtrends indicated to me two major objectives: 1) identify existing, highly relevant communities, trends, and subcultures to begin framing Innisfree within; 2) combat the transient, limited nature of microtrends by merging and re-defining them to fit Innisfree’s identity, eventually creating a completely new trend of it’s own: ”inni-core”.
Re-Targeting:
1) Identify communities and trends that are relevant to Innisfree and immediately begin engaging with them; for example: “#wonyoungism”, which is closely associated with “pink pilates princess”, “coquette-core”, and “clean girl aesthetic”, is a TikTok lifestyle aesthetic/trend inspired by Jang Wonyoung, a member of the K-pop group IVE, and her viral skincare campaign with Innisfree. Participants of this trend share content reflecting their commitment to skincare, fitness, and overall well-being, with a remix of Innisfree’s " Plump, Glowing, Hydration, Boost!" commercial becoming a staple TikTok audio choice and motivational mantra for the community.
The connections between Innisfree and the #wonyoungism trend presented great opportunity, one that had not yet been recognized by the social media team. Through identifying this micro-community and bringing it to the team's attention, I was able to open up new avenues for engagement and alignment with current social media trends.