Innisfree engages Malaysian influencers to promote its latest product customization


( – Leading Korean skincare and beauty brand innisfree, recently launched its first ever music video, to promote a new customization offering for their range of Cushion compact products.

The “My Style, My Cushion” music video, conceptualized by Isobar Malaysia, features five popular Malaysian YouTubers and fashion influencers. The five were chosen by Innisfree Malaysia and Hashtagcity, its PR team based on their distinct styles and personalities.

The catchy song was sung by one of the chosen influencers, Jenn Chia a.k.a. So, I’m Jenn, a popular YouTuber, singer-songwriter and TV host who has more than 125,000 followers across her various social platforms. The lyrics zero in on the different features of My Cushion as well as the different styles that the product caters to, based on the five influencers.

In the video, each influencer represents a different colour scheme that suits their own style. Aside from Jenn who is fun, confident and outgoing, the other four influencers were picked based on their popularity and personal style.

Insfree influencers

Innisfree’s target audiences are college students and young working adults who prefer pure and natural products, so the approach Isobar decided on was fresh and vibrant. The features of the Cushion cases were utilised in a fun and engaging manner in the music video, featuring not only the different colour schemes but the background also showcases the various cushion case designs.

The music video not only aimed to introduce the new and improved Cushion product by Innisfree Malaysia in an entertaining way but also educate consumers about the three simple steps needed to customised their own personalised cushion.

The initiative is part of a larger campaign which kicked off earlier this month to promote ‘My Cushion’ and also includes a pop-up mall event, all of which are being promoted on innisfree Malaysia’s Facebook page. Isobar also created a microsite that lets consumers customise their Cushion online using the three simple steps as well as save their summary as a guide for when purchasing in-store.

Johnny Nam Brand General Manager, AMOREPACIFIC shared, “At innisfree Malaysia, we care about our customers and understands that each of them is unique. ‘My Cushion’ was conceptualised to allow them to customise every aspect of their innisfree Cushion product not just to suit their individual skin needs but also their individual personality; from the base option and applicator type all the way to the case design with more than 100 designs to choose from.”

Innisfree Malaysia is part of South Korea’s leading makeup and skincare company, AMOREPACIFIC, and is well known as an eco-friendly and green brand that uses natural products from Jeju Island in Korea.


Isobar Malaysia
Executive Creative Director – Liew San Yen
Project Director – Elwin Tan
Account Executive – Sarah Lim
Creative Group Head – Wong Chin Wei
Art Director – Chan Weng Joe
Designer – Estelle Lai
Copywriter – Too Wei Lian
Programmer – Chan Zhou Hua

innisfree Malaysia
Brand General Manager – Johnny Nam
Assistant Marketing & PR Manager – Peggy Low
Senior PR Executive – Yap Joo Yee
Hashtag City (innisfree’s PR Agency)
Senior Influence Manager – Loh Hui Ping
Senior Influence Executive – Suraya Amer

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