Sulwhasoo

Overview

Luxury Korean skincare brand Sulwhasoo partnered with VDX.tv to support the launch of its rebrand and build awareness among net-new consumer segments. Using VDX.tv’s TV Magnify solution across connected TV and online video, the campaign introduced the refreshed brand to new luxury skincare buyers at scale while reinforcing Sulwhasoo’s premium positioning. By delivering consistent brand storytelling across high-impact digital environments, the campaign supported upper-funnel awareness and influenced both in-store and online consideration.

Campaign Details

Sulwhasoo partnered with VDX.tv to shape a rebrand launch strategy centered on frequency, placement, and consistency rather than one-time reach. The campaign was intentionally designed to introduce the refreshed brand to net-new audiences through repeated exposure across connected TV, online video, and digital out-of-home environments. This approach allowed the new brand story to appear across different moments as consumers moved between screens.

Using TV Magnify, the campaign reached new luxury skincare buyers in premium video environments, with placements designed to drive reach and sustained engagement. Existing customers were intentionally excluded, allowing the focus to remain on new audience reach while maintaining a clear and cohesive brand presence across screens.

Out-of-home placements near key retail locations extended the campaign beyond the home and into moments closer to consideration. Creative executions highlighted Sulwhasoo’s Korean ginseng skincare products and anti-aging benefits, supported by product details and reviews designed to build understanding and support confident purchase decisions.

Creative Features

Results

The campaign performed strongly against the core objectives of introducing Sulwhasoo’s refreshed brand to new audiences and sustaining attention over time. TV Magnify introduced the brand to more than 302K unique households, establishing reach among net-new audiences at scale. Engagement built steadily throughout the campaign, with interaction rates rising from 6.16% mid-flight to 6.50% by completion, signaling increasing familiarity with the refreshed brand. Beyond the home, digital out-of-home placements generated more than 2.27 million impressions, helping maintain visibility as consumers moved through moments of consideration. The results point to the value of consistency during a rebrand launch, particularly when introducing a brand to new consumers.

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