Jessie Sun
Sulwhasoo First Care Collection
PROJECT OVERVIEW
PROJECT OVERVIEW
Elevating First Care Franchise: New Eye Serum Launch
PROJECT TYPE
PROJECT TYPE
360° Creative Direction
YEAR
YEAR
2026
MY ROLE
MY ROLE
Creative lead · Production direction
CLIENT
CLIENT
Sulwhasoo
The Concept
Reimagining an Icon
First Care Activating Serum has long been one of Sulwhasoo's most recognizable rituals. As the collection evolved, the challenge wasn't introducing something entirely new. It was reinterpreting a familiar ritual for a new generation of consumers while preserving the trust and heritage that made First Care iconic. I led the creative development across campaign creative, retail, and digital touchpoints, creating a unified visual language that balanced modernity and luxuyry skincare storytelling.
First Care Activating Serum has long been one of Sulwhasoo's most recognizable rituals. As the collection evolved, the challenge wasn't introducing something entirely new. It was reinterpreting a familiar ritual for a new generation of consumers while preserving the trust and heritage that made First Care iconic. I led the creative development across campaign creative, retail, and digital touchpoints, creating a unified visual language that balanced modernity and luxuyry skincare storytelling.
CREATIVE DIRECTION
Capturing Form & Ritual
Built around the new ceramic applicator, the collection’s most distinct new detail. The visuals showed how it’s used, but stayed close to a real routine rather than a how-to.
Built around the new ceramic applicator, the collection’s most distinct new detail. The visuals showed how it’s used, but stayed close to a real routine rather than a how-to.
THE HERO, AGAIN
First Care Activating Serum
First Care Activating Serum is still the hero, the original this franchise was built on. We wanted it to stay the main character even while introducing eye serum.
First Care Activating Serum is still the hero, the original this franchise was built on. We wanted it to stay the main character even while introducing eye serum.
RESULTS
RESULTS
Sold Out in Weeks. +16% Collection Growth.
Sold Out in Weeks. +16% Collection Growth.
Sold Out in Weeks. +16% Collection Growth.
The launch exceeded expectations, driving strong engagement and significant growth across the First Care collection.
The launch exceeded expectations, driving strong engagement and significant growth across the First Care collection.
Retail Experience
First Care at Sephora
Retail touchpoints were refreshed to strengthen launch visibility and create a cohesive journey across campaign, product, and in-store discovery. Updated merchandising, tester displays, and educational assets reinforced the First Care story at Sephora. Lead Designer: Hayeon Gong / Production Designer: Hyupjung Lee
Retail touchpoints were refreshed to strengthen launch visibility and create a cohesive journey across campaign, product, and in-store discovery. Updated merchandising, tester displays, and educational assets reinforced the First Care story at Sephora. Lead Designer: Hayeon Gong / Production Designer: Hyupjung Lee
CTV Launch & Interactive Experience
Premium Storytelling on Screen
Sulwhasoo's CTV launch featured multiple creative variations and an interactive before & after experience, extending the campaign narrative through a format designed for engagement at scale. Lead Designer: Hayeon Gong
Sulwhasoo's CTV launch featured multiple creative variations and an interactive before & after experience, extending the campaign narrative through a format designed for engagement at scale. Lead Designer: Hayeon Gong
OMNICHANNEL ROLLOUT
A Unified Launch Across Channels
Directed creative execution across paid media, brand site, Amazon, and Sephora.com, creating a cohesive launch across all customer touchpoints. Lead Designer: Hayeon Gong
Directed creative execution across paid media, brand site, Amazon, and Sephora.com, creating a cohesive launch across all customer touchpoints. Lead Designer: Hayeon Gong
KEEPING IT FRESH
Content Built to Keep Working
Beyond the hero film, I built the collection’s always-on library of social videos, evergreen content, and promotional assets, produced at scale on a lean budget. Ginseng runs through it all, and because it can be challenging to capture beautifully, I kept the visuals fresh and fashion-led rather than relying on traditional luxury still life. A supporting lifestyle shoot extended the ritual beyond the campaign. I led the full process, from casting and concept through production, post, and delivery. Following the US launch, every Western market requested the assets.
Beyond the hero film, I built the collection’s always-on library of social videos, evergreen content, and promotional assets, produced at scale on a lean budget. Ginseng runs through it all, and because it can be challenging to capture beautifully, I kept the visuals fresh and fashion-led rather than relying on traditional luxury still life. A supporting lifestyle shoot extended the ritual beyond the campaign. I led the full process, from casting and concept through production, post, and delivery. Following the US launch, every Western market requested the assets.
