Merz Aesthetics' 'Confidence To Be': reshaping beauty standards

Merz Aesthetics organized a promotional festival designed to help people find their own beauty at COEX in southern Seoul.

Merz Aesthetics' "Confidence To Be" festival held at COEX in southern Seoul on Saturday [MERTZ AESTHETICS]

Merz Aesthetics organized a promotional festival designed to help people find their own beauty at COEX in southern Seoul.

Dubbed "Confidence To Be," the event served as part of the U.S.-based aesthetic company’s wider global campaign, also called "Confidence To Be." The campaign, functioning as an ESG program, aims to reshape societal perceptions of standardized beauty, empower individuals to embrace their true selves with confidence and enhance their overall quality of life.

The festival showcased four themes: Look Better Activity; Feel Better Experience; Live Better Lecture; and Artist Performance. Running from 10 a.m. to 8 p.m. on Saturday, the event had over 20,000 attendees.

The "Look Better Activity" session featured yoga and Tabata classes. In the "Live Better Lecture" segment, a running coach Ahn Jung-eun delivered a lecture on "developing confidence of my real self through running." Additionally, the "Feel Better Experience" zone provided a range of programs including activities such as acorn caricatures, creating personalized fragrances, personal color tests and tea blending.

"Merz is dedicated to assisting individuals in breaking free from standardized beauty norms and pursuing their most authentic beauty through confidence, guided by our mission of 'Look Better, Feel Better, Live Better,'” said Sue Yu, CEO of Merz Aesthetics Korea.

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]