Project Background:
I developed Embrace, a fictional Korean foundation brand designed to celebrate the rich diversity of skin tones and promote authentic beauty. Inspired by Seoul’s vibrant and growing multicultural atmosphere, I crafted a warm, inclusive brand voice paired with eco-friendly values. The campaign focuses on real stories and empowerment, emphasizing representation and sustainability.

Role: Copywriter, Brand Strategist, Content Creator

Creative Process: I began by identifying a clear gap in the Korean beauty market. In recent years, K-beauty has gained massive international popularity, and the number of international visitors to South Korea has continued to grow. Yet, despite this global reach, many Korean beauty products still overlook medium and deeper skin tones.

That insight inspired Embrace — a fictional beauty brand built to feel inclusive, empowering, and real. I crafted a warm, emotionally resonant tone of voice and paired it with visuals that aligned with the brand’s mission. Every caption, headline, and script was written to not only connect with users but also convert — driving clicks, shares, and community engagement.

Takeaways

Inclusive messaging isn’t just ethical — it’s powerful. When people feel seen in a brand, they connect more deeply.
Emotional hooks and clear CTAs are essential in beauty and lifestyle copywriting, especially on fast-paced platforms like Instagram and YouTube.
Visuals and voice need to align. The most effective copy supports — and is supported by — strong branding, diverse imagery, and consistent tone.
This project helped me explore how brand storytelling can drive both empathy and action, especially when guided by clear strategy.