Celebrating its origin and identity, Sulwhasoo has released two films under a new campaign that inspires women to bloom to the fullest in life like the meaning of the brand name.
The #SulwhasooRebloom campaign is fronted by Blackpink star Rosé, who was named global brand ambassador earlier this year. She's very familar with Sulwhasoo since her mother uses its high-performance skincare products.
"I adored my mom. She was my idol," said Rosé. "So growing up, seeing my mom have Sulwhasoo on her vanity made me always kind of dream of growing up to use the same products as she did."
The K-pop artist shows her pottery skills in the beginning of the Sulwhasoo Rebloom x Rosé film titled A Man Born From Mother Earth Becomes A Flower.
Sulwha is Korean for snow flower while the brand name connotes snow flowers in full bloom.
The film portrays the brand story through metaphorical symbols and images of soil, snow and flower.
The basis for and the start of all terrestrial lives, soil symbolises the essence and birth of Sulwhasoo. Snow represents the brand's journey and the hardship that has made it a leading global cosmetics brand, which is cinematically expressed as flowers in full bloom.
The other film, From 1932 To You, pays tribute the heritage and portrays how the K-beauty brand's journey has been guided by women over the years.
From 2022 to its origin, the film traces the journey of a single drop of camellia oil in reverse. In 1932 Yun Dokjeong started extracting and selling camellia oil in Gaeseong, located in today's North Korea.
In 1945, her son Suh Sung-whan founded a company that has today become Amorepacific -- South Korea's cosmetics giant with more than 30 brands under its umbrella.
The luxury Sulwhasoo brand harnesses the power of ginseng and other plants used in traditional Korean herbal medicine in its beauty products.
Launched in the 1960s, the ABC Ginseng Cream along with other iconic products appear in the film, which ends with a silhouette of the best-selling First Care Activating Serum.
Last Saturday Sulwhasoo Thailand launched the #SulwhasooRebloom campaign and First Care Activating Serum Lunar New Year Limited Edition at Siam Paragon's Lifestyle Hall.
Sulwhasoo disseminates Korean art and culture through its limited editions. A traditional folk art by unknown artists, minhwa depicts objects and scenery without any formality and disciplines in an imaginative realism style.
The Year of the Rabbit is marked by a bottle featuring a minhwa painting of a pair of bunnies and plum blossoms. The design of the packaging also recalls a white furry rabbit to welcome the Lunar New Year.
