[INNISFREE] Launches "Honest Review" Initiative! Utilizing Real Voices for Brand Improvement

Amorepacific Japan Co., Ltd. (Headquarters: Shibuya-ku, Tokyo) has launched a new project called "INNISFREE's Too Honest Club" for its Korean skincare brand "INNISFREE," which aims to utilize users' frank voices in brand creation.

Amidst the daily influx of skincare and beauty information primarily on social media, we want to sincerely address not only positive comments like "It was good" and "I recommend it," but also real feedback such as "I was a little concerned" and "I wish it were more like this."

"INNISFREE's Too Honest Club" is a participatory project where participants experience our products and share unbiased, honest reviews, including both the good points and the points that concerned them. We aim to leverage users' real voices for future product and brand improvements, striving to become a more trusted skincare brand.

First Round: Recruiting "Members Who Will Review Honestly"

First Review Target Products (Toner, Cream, Mask)

For this first round, we recruited members who love skincare and beauty and wish to share their reviews in their own words.

In addition to providing INNISFREE products, participants will share their real usage experiences and candid opinions through product reviews after a certain period of use, feedback to the brand, and participation in roundtable discussions.

Following the recruitment announcement, we received comments such as "I resonated with the stance of welcoming honest feedback" and "I want to be involved in creating better products together with the brand," indicating a high level of interest from our users.

A Warm Community Where "Real Voices" Interact

Participants gathered through the project shared feedback such as:

- "It's refreshing to be able to give honest feedback after actually using the product."
- "I want to deliver honest impressions because it's a brand I love."
- "I was able to share detailed usage feedback that's difficult to express on social media."

Furthermore, there were many opportunities for direct communication between brand representatives and participants, making it more than just a review initiative; it became an occasion to feel the expansion into a community where the brand and users consider better product experiences together.

Scheduled for Regular Holding in the Future

"INNISFREE's Too Honest Club" is planned to be held continuously in the future.

We plan to continue this initiative, which values two-way communication with consumers, while utilizing users' real voices for product and brand improvements.

Information on future events and the latest updates can be found on our official Instagram.

About INNISFREE

INNISFREE | Naturalism Active Skincare. Since its brand launch in 2000, INNISFREE has offered skincare that leads to healthy skin by harnessing the power of nature, starting with beauty green tea cultivated in our own fields on Jeju Island.

We have gained the support of people worldwide seeking natural yet effective skincare.

Cherishing the philosophy of clean beauty and actively engaging in sustainable manufacturing, we have obtained the global "Beauty Without Bunnies" certification from the international animal welfare organization PETA. Additionally, we contribute to a sustainable society in various ways, such as donating a portion of our sales to "more trees."

■ Official Website: https://www.innisfree.jp/

■ Official Instagram: https://www.instagram.com/innisfreejapan/

■ Official X: https://twitter.com/innisfreeJapan

■ Official TikTok: https://www.tiktok.com/@innisfreejapan