Aestura Brand Challenge
Role:
Project Manager
Led UX Designer
Industry:
Social Media Marketing Campaign
Duration:
1.5 Months
Location:
Atlanta, Georgia
How Might We?
We're turning Aestura into the skincare essential consumers trust, crave, and can't live without.
Research
Understanding the Skin Care Market
This project aimed to uncover hidden friction points within the skincare shopping experience to better understand user behaviors, challenges, and motivations. By identifying these insights, we sought to address the distinct needs of both customers and employees, creating a more cohesive, efficient, and enjoyable experience for everyone involved.
Younger consumers, especially U.S. Gen Z, strongly prefer phygital experiences that combine physical interactions with digital engagement to drive social shareability and brand loyalty.
Customer PROFILE
"I used to think sensitivity meant I had to compromise. Now I know better. Aestura helped me understand the balance my skin barrier needs."
K-Beauty Builds Skin Knowledge
In Korea, skincare is a cultural tradition taught from a young age, centered on prevention, consistency, and care. This approach is reshaping how U.S. consumers understand skin health, giving Aestura an opportunity to lead with education and expertise rooted in that tradition.
Preventative > Corrective
Skincare is becoming proactive. Younger audiences are investing in their skin earlier, prioritizing maintenance over repair. Aestura aligns with this shift, offering long-term solutions that strengthen the skin barrier and support lasting skin health.
Seeking Gentle, Science-Backed Care
Consumers are shifting away from harsh, one-size-fits-all routines. They want effective, dermatologist-developed products that deliver results without compromising skin health. Aestura meets this need with formulas rooted in medical science and built for sensitive skin.
Sensitive Skin Is a Growing Concern
More Americans are experiencing skin sensitivity, irritation, and compromised barriers—whether due to stress, overuse of actives, medications, or environmental triggers. There's a rising demand for solutions that restore and protect, especially those backed by research and long-term results.
Creditable & Trustworthy Brands
In a market overwhelmed with trend-driven claims, consumers crave transparency, integrity, and expertise. Aestura's pharmaceutical origins set it apart as a brand that not only promises results, but proves them.
Skincare Without the Guesswork
In a market flooded with trends, actives, and conflicting advice, many Americans are overwhelmed, layering solutions without understanding the science behind them. Aestura cuts through the noise with gentle, science-backed skincare that simplifies routines and strengthens skin at its core.
Prevention Over Perfection
In the United States, skincare is often reactive, driven by trends and quick fixes. In contrast, Korean skincare emphasizes early education, prevention, and long-term skin health. Aestura brings this philosophy to a crowded market by offering science-backed solutions that simplify routines and build lasting skin resilience.
Campaign Strategy
From Seoul to your City
Social Media Campaign
Our social strategy brings Aestura's AtoBarrier365 cream to life online: acting as its digital ambassador. Through community-driven skincare tips, barrier-care challenges, and habit-building content, we educate U.S. users on how it supports sensitive skin, is derma-certified, and designed to be shared.
Pop-Up Experience
Step into the Aestura Barrier Bar, an immersive wellness pop-up designed to educate, engage, and empower. Guests will enjoy skin-boosting drinks, professional consultations with dermatologists, and hands-on product testing of the AtoBarrier365 Cream. Through augmented reality animatronics, visitors will uncover the science behind Aestura, learn how the AtoBarrier365 Cream are made, and hear real stories from sensitive skin users. It’s skincare education reimagined — sensory, social, and scientifically backed.
How We Can Establish a Presence in the USA
Aestura is well-known in Korea for its science-backed skincare for sensitive skin, but this recognition hasn't carried over to the U.S. market. Many U.S. consumers are unaware of the brand or don't understand what sets it apart. To bridge this gap, we want to help Aestura highlight its strengths in dermatological care and build trust with a new audience through clear, relatable experiences.
Brand
Opportunity
Aestura is our estuary, a bridge between science and care where sensitive skin meets trusted, derma-certified solutions. In Korea, skincare is taught early as a practice of prevention and respect. We aim to bring that same philosophy to the U.S., guiding consumers toward a brand that truly understands and supports their skin.
Strategic
Impact
Our strategy is to educate and engage U.S. consumers around Aestura's AtoBarrier365 Cream by highlighting how it supports and strengthens sensitive skin. For Aestura's first in-person U.S. launch, we are reimagining the full experience through pop-ups, immersive installations, and social media tailored to this market. By emphasizing its clinically backed and derma-certified formula, we aim to build trust in its long-lasting hydration, low irritation, and proven results.
Education – "Science You Can Feel"
We simplify the science behind sensitive skin care, making clinical concepts like ceramides and skin barriers easy to understand through AR and product experiences.
Awareness – "From Seoul to Your City"
We introduce Aestura to the U.S. through immersive pop-up tours, local creator partnerships, and shareable content that meets consumers where they are.
Trust & Clinical Credibility – "Backed by Experts, Loved by Skin"
We highlight Aestura's derma-certified, clinically tested formulation to build confidence through professional consultations, ingredient transparency, and user proof.
Community & Habit Building – "Sensitive, But Strong Together"
We create routines, challenges, and conversations that make caring for sensitive skin a daily habit — and connect users through the #SensitiveButStrong mindset.
Takeaways
Learned the value of close collaboration between different majors under a tight time constraints.
Learnt the importance of being innovative and how to present ideas well
Understood how to balance creativity with business goals and plan for future design scalability.