Merz Aesthetics highlights beauty within in latest campaign

Merz Aesthetics showcased its promotional festival “Confidence To Be” at COEX in southern Seoul on May 13.

Merz Aesthetics held the “Confidence To Be” festival at COEX, Seoul, on May 13. [MERZ AESTHETICS]

Merz Aesthetics showcased its promotional festival “Confidence To Be” at COEX in southern Seoul on May 13.

The festival was organized to directly convey the meaning of “Confidence To Be” to domestic consumers, which is a campaign that is underway around the globe. The festival was comprised of four themes: Look Better Activity; Feel Better Experience; Live Better Lecture; and Artist Performance. More than 20,000 consumers visited the site while enjoying finding their true beauty.

Merz is a global leader among aesthetic companies that has promoted the best services while seeking to improve the beauty care environment via various academic works. As one of its environmental, social, and corporate governance (ESG) activities, it launched the “Beautiful Promise” campaign in Korea in 2021. Merz has put emphasis on the process of finding personal beauty to gain true self-confidence in this way.

Meanwhile, Merz held the Merz Aesthetics Serendipity Journey symposium at the end of last year, aiming to redefine the value of beauty. Spurred to find true beauty and not concentrate on beauty standards, more than 100 domestic and foreign medical aesthetics experts attended to discuss the definition of beauty while various forums were organized to help healthcare professionals better identify consumers’ hidden needs.

With the aim to spread the value of aesthetics more widely, Merz also ran an advertising campaign in August last year to find the beauty of who we truly are. Merz aimed to attract consumers in various ways to discover their own beauty as well as to create a social atmosphere of encouragement via the campaign.

The trend of aesthetic demand has changed a lot recently with the most prominent trend being personalized procedures according to the industry. In the past, there were many cases based on the uniform standard including a specific person’s appearance […] but these days, patients consult diverse counsels based on their looks and individuality. Patient demand may have become more complicated for medical teams, but it is a virtuous circle to increase patient satisfaction as it could derive the most optimized treatment strategy for individual patients during the consultation process.

Such trend is also visible in Merz’s 2020 analysis of more than 1 billion pieces of online community content. The result shows that consumers believe true beauty lies in magnetism, not in well-formed features.

Yoo Soo-yeon, CEO of Merz, expressed her willingness to further spread the company’s “Beauty Promise” campaign to the public as well as lead the shift in the social atmosphere beyond the aesthetic industry by virtue of these trends. “I am pleased to deliver the value and mission of Merz directly via the “Confidence to Be” festival,” she said in her opening speech. “Aesthetics is not just a field of chasing uniformed beauty, but a journey to find the best self. As a global aesthetic leader, Merz will continue its efforts to create a healthy aesthetic culture and seek an opportunity to get far closer to consumers.”

BY PARK YE-EUN [park.yeeun@joongang.co.kr]