Innisfree announced on the 10th that it successfully wrapped up its ‘Retinol Cica Market’ event during Yonsei University’s 141st anniversary festival, ‘Akaraka’. This strategic engagement aims to fortify connections with the burgeoning interest in efficacy-driven skincare and slow aging among consumers in their 20s.

The focus on Gen Z is critical, as this demographic increasingly transitions from basic hydration to actively managing concerns such as enlarged pores and pigmentation marks. With the growing interest in retinol products, Innisfree’s direct interaction at such a familiar setting provides vital customer engagement, enhancing brand visibility and resonance with younger consumers.

In essence, the 20s demographic is marked by heightened oil production leading to enlarged pores and increased pigmentation due to outdoor activities and makeup use. Innisfree’s flagship retinol product, the ‘Retinol Cica Spot Ampoule,’ which has sold out 7.6 million units, features a triad of key ingredients—retinol, Jeju Cica Liposome Technology, and niacinamide—offering targeted care for pores and skin texture. This product combines the benefits of retinol while minimizing irritation, making it an ideal entry point for younger consumers.

The ‘Retinol Cica Market’ attracted over 6,000 participants during the event, showcasing a robust consumer interest and engagement. Featuring interactive zones such as the skin concern voting area, retinol experience zone, and a rewards-based game section, attendees had the opportunity to engage with the product firsthand. By completing tasks, visitors earned stamps that could be exchanged for trial kits and prizes, thereby incentivizing product trial and fostering brand loyalty.

An Innisfree representative stated, “We organized this event to more closely communicate with our increasingly discerning 20s customers regarding efficacy-driven skincare and slow aging. We hope that university students found the experience of the ‘Retinol Cica Spot Ampoule’ enjoyable and engaging, and we plan to continue various offline activities going forward.” This commitment to experiential engagement aligns with contemporary consumer behavior, where product trial often drives purchase intent and customer retention.

Looking ahead, Innisfree plans to extend the ‘Retinol Cica Market’ through moving pop-ups scheduled for May 31 in Seongsu-dong, June 1 at Kyung Hee University, and June 2 at Soongsil University. This strategy underscores their intent to broaden exposure and trial opportunities for products targeting pore and pigmentation care among a wider audience.