The "YOUNIQUE RING" campaign responds to South Korea's societal emphasis on external beauty, magnified by social media, and the global leadership in plastic surgery per capita. The brief aims for a transformative shift, urging the MZ generation to celebrate inner beauty and challenging societal norms. The objective is to bridge tradition and modernity by introducing the YOUNIQUE RING, a symbolic accessory inspired by the Dol-Ring tradition. This approach integrates linguistic and historical nuances, emphasizing a 15th-century Korean term for 'beautiful.' The campaign seeks to create a cultural connection, portraying the YOUNIQUE RING as a dynamic tool for engagement, unlocking exclusive access to events and interviews. Beyond marketing a product, the campaign initiates a dialogue on authenticity, individuality, and evolving beauty standards influenced by globalized media and societal pressures in Korean society.

The creative idea of the "YOUNIQUE RING" campaign revolves around merging tradition with modernity to redefine beauty. The campaign introduces the YOUNIQUE RING as a contemporary reinterpretation of the traditional Dol-Ring, symbolizing a shift from external beauty to inner self-discovery. The key creative concept lies in the fusion of cultural symbolism and technological innovation. By embedding an NFC chip in the ring, it becomes a dynamic tool for engagement, providing exclusive access to events and insightful interviews. This creative approach not only honors Korea's cultural heritage but also addresses the contemporary challenges posed by societal beauty standards and social media influences. The YOUNIQUE RING becomes a tangible bridge between tradition and modern values, encouraging individuals to embrace their unique identity and redefine beauty on their own terms.

The strategy for the "YOUNIQUE RING" campaign centers on engaging the MZ generation in South Korea by blending cultural relevance with modern technology. By drawing inspiration from the Dol-Ring tradition and emphasizing linguistic nuances, the campaign aims to create a narrative that resonates with individuals navigating societal beauty standards. The YOUNIQUE RING, designed as a contemporary reinterpretation, symbolizes a shift from external beauty to inner self-discovery, with an embedded NFC chip providing exclusive access to events and interviews. Leveraging social media platforms, the campaign encourages a digital community and user-generated content, amplifying its reach. Through a strategic fusion of cultural elements, technology, and a narrative promoting authenticity, the campaign aims to redefine beauty norms and foster a positive and empowering brand experience for the MZ generation in Korea.

The YOUNIQUE RING campaign by AMORE PACIFIC unfolded in carefully planned stages, strategically engaging and captivating the target consumer. A straightforward commitment to nurturing one's authentic beauty is the key to acquiring the YOUNIQUE RING. Unlike conventional rings that accentuate external features, the YOUNIQUE RING places equal importance on the inner self, featuring an engraving that simply reads "YOU." Each stone is embedded with an NFC chip, transforming the ring into a pass for exclusive entry to AMOREPACIFIC's inspiring events and exhibitions. Here, participants have the opportunity to delve into the journey of discovering their unique beauty. Additionally, the YOUNIQUE RING can be tapped to a smartphone, granting access to a collection of inspiring interviews on distinctive beauty stories, curated by AMOREPACIFIC from the experiences of over 1,000 MZ generation consumers.

Total Views on Campaign Contents: 3.5 Million

Total Consumer Engagements: Over 35,000

Applications for 5,000 rings were completed within just one week.

Total number of Campaign participants: Over 3,599 


YOUNIQUE RING journey, designed for 5,000 applicants, achieved an impressive 72% participation rate.