The True Identity of the Project That Sparked Talk of a 'Girls Group Debut?'

Korean skincare brand Easea has revealed the full scope of its debut project 'Easea Peasy Coconut Breezy.'

The true identity of this project, which had previously sparked speculation about a new girls group debut, has been revealed as the launch campaign for a skincare brand.

At its initial public release, this project garnered significant attention on social media in Korea, with many wondering if it was a debut of a new girls group.

As teaser videos and snippets of the music were released, the visuals and worldview led to widespread speculation that it might be a music project.

However, it has now been revealed that its true identity is the brand debut project for the skincare brand 'Easea.'

Easea adopts a unique method of 'debuting' the brand with music and music videos at its core. This new approach to brand launching, where a brand is launched as if an artist is debuting, is garnering attention.

The released music video is titled 'Coco.'

Furthermore, Easea's first product, 'Coconut Cloud Eye Patch,' was also unveiled simultaneously.

The full version, including the melody previously released as a teaser, has been made public, completing the story that had previously been revealed in fragments into a single work.

The music video once again features the blonde and black-haired girls who appeared in the teaser video.

The video is structured to connect as a single narrative, with impressive direction and visuals demonstrating a level of completion as a content piece that goes beyond mere brand promotion.

The product is an eye patch that condenses highly concentrated essence into a hydrogel form, adhering closely to the skin around the eyes.

It is expected to target fine lines and dark circles around the eyes by delivering antioxidant ingredients.

This campaign is structured like an album, under the concept of 'The 1st Debut Single – Easea Peasy Coconut Breezy.'

The sound, visuals, packaging, and even the product itself are designed as a single cohesive flow, marking an attempt that sets it apart from traditional beauty brand launches.

Notably, Easea is a brand established by Choi Hojung, a director from ADOR, the K-pop label behind NewJeans.

Backed by creative direction experience cultivated in the K-pop industry, it presents a new form of brand launch that 'debuts a brand like an artist.'

Campaign Concept: The 1st Debut Single『Easea Peasy Coconut Breezy』

On the day you first entered school,
just as you'd quietly offer a snack to a new friend,
Easea speaks its first words to the world.

When everyone chooses the path they believe to be the 'right answer,'
Easea chose a slightly different way, right beside them.

Introducing itself for the first time,
in the most 'Easea-like' way.

Just as a girls group reveals their world for the first time on their debut stage,
Easea delivers its first greetings with its own words:
music video and music.

The title track 'Coco' from the debut single『Easea Peasy Coconut Breezy』
features artist ZIN CHOI.

Amidst the light rhythm of indie pop,
it depicts the moment of waking up in the morning and embracing a new day.

The lyrics contain a touch of boldness, a hint of sweetness,
and the humor of meeting a captivating 'self' in the mirror every day.

『Easea Peasy Coconut Breezy』 is
the small proposal Easea presents for the first time.

If this scene looks familiar to you,
and this rhythm feels comfortable,
then words are surely unnecessary.

—Then, let's be friends.

This campaign is
Easea's first stage,
and also the beginning of a story yet to unfold.

PR Materials: MV

・Music Video (Main)
・MV Still Cuts (3-5 points)

PRODUCT

・Coconut Cloud Eye Patch product cut
・Texture cut (hydrogel)

CAMPAIGN

・Model cut / Story cut
・Overall shot of PR box

Official Website:

https://www.easea.skin/

■ Official X:

https://x.com/easea_jp

Keywords: Skincare, K-Beauty, Launch, Music Video, Eye Patch