The 5th generation First Care Activating Serum has been enhanced with the Jaum Activator complex

Amorepacific has unveiled the fifth generation Sulwhasoo First Care Activating Serum. It is now available in in South Korean travel retail as well as on various ecommerce platforms and department stores, with other travel retail locations to follow.

It will also be launched in Hong Kong, Malaysia, and Singapore in May, followed by Vietnam in July.

The 5th generation Sulwhasoo First Care Activating Serum has been enhanced with ‘Jaum Activator’, a new anti-ageing complex created by Sulwhasoo’s Herbal Medicinal Science Research Centre.

According to the company, researchers developed the Jaum Activator by studying 20,000 different species of plants and using data mining technology to analyse a total of 3,912 combinations from 1,041 different herbal ingredients.

The Jaum activator promotes skin regeneration, protects the skin against harmful irritants, and uses Youth Master Technology to create a healthy skin ecosystem.

According to Amorepacific, clinical trials showed that participants noted 146% improvement in their Skin Youth Index after eight weeks of using the serum.

The Skin Youth Index is a total anti-aging index that measures skin hydration, radiance, translucency, wrinkle reduction, brightness, and skin barrier. The clinical trials were conducted with 539 women, aged 35-59, from South Korea, China, Singapore, and the Americas, from August to November 2019.

South Korean Actress Song Hye Kyo reprises her role as Sulwhasoo Brand Ambassador for the First Care Activating Serum campaign

Amorepacific said that clinical trial participants noted a 146% improvement in their Skin Youth Index after using the serum for eight weeks

Sulwhasoo’s First Care Activating Serum was originally launched in 1997. Amorepacific claims that it sells one bottle of the serum every ten seconds and that more than 400,000 individual customers have purchased ten or more bottle in their lifetimes.

Going strong on Globuy

As a lead business partner of The Moodie Davitt Report, Amorepacific’s story has also appeared in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report.

Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media”

Under the agreement, selected stories from The Moodie Davitt’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team.

Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy.