Project detail

Personal Branding

Launched date July 2021

Role

Co-Founder

Brand experience

User experience research

Persona research

Visual directing

Package design

Team

Minji Kim Business and management - Royal holloway university of london

Moondog Kim Photographer

Personal brand

When the Covid-19 hit, I knew it was the best time for me to invent my own huge universe which’s launching my first personal niche perfume brand, APTED.

That is how it all began co-founding APTED with my good friend.

I was in charge of the entire Brand Experience, Visual Direction/Design and managing the promotion utilizing the social media.

Mission statement

APTED's mission is to provide customers with perfumes that can give individual personality, and to increase the value of a brand that contributes to the development of cultural contents while inducing PR effects for them through collaboration with various artists.

Apted’s Value

“Apted perfumes give users the most fragrant personality in their daily lives.”

Influencer Youtube Channel Review

Gabi
**Gabi stands out as one of the most prominent performers** in Korean dance competitions. Her YouTube review complimenting APTED's products garnered **over 80,000 likes,** generating a positive response from users.

Whatever it is, everything where the user and the product meets.

Winter bookstore

Winter Bookstore, a YouTube channel dedicated to book reviews with 220,000 subscribers, features perfume selections related to literature. The channel operator, directly chosen by Winter Bookstore, reviewed 'Tender Book' products from the brand 'APTED,' resulting in a favorable response from consumers. With a dedicated fan base, Winter Bookstore ranks APTED products as the second most popular among renowned brands.

Process

Through the process of making products, our team learned more deeply about users and target users. It also taught deep and precise directions through environmental analysis and analysis of people.We tried to capture this process in a business strategy medthod.

External Environment Analysis

PESTEL EnvironmentAnalysis

External Environment Analysis

Potter's Five Forces Analysis

Worldwide revenue share in 2019

Growth potential

● Only 10% of the global beauty industry belongs to perfume brands, and the proportion of domestic perfume brands is small, so the growth potential of this brand is very high.

● The e-commerce sales rate of this brand in Asia's beauty industry in 2019 accounted for 19% of the total revenue.

● The beauty industry is expected to grow by 32% in 2025

● The recognition of Korean beauty brands is 35%, which is very high compared to the global average of 31% in the same industry.

● The Chinese market, targeted by APTED, is the highest-grossing market in Asia and is expected to increase by 38% in 2025.

Competitor Analysis

We compared and analyzed three Korean domestic brands with similar target groups in Korea.

Non-fiction
A lifestyle beauty brand established in 2019, established by the representative of Korea's representative sensual Niche Perfume brand Studio Concrete, operating as a joint-stock company.
- Non-fiction marketing focuses on social media and Kakao gift shop entry.
- Brand loyalty and solid storyline are the strengths of a non-fiction company
Greyground
A perfume brand inspired by great travel destinations around the world.
- A company that puts a lot of effort into product design, such as designing a design similar to that of the diptyque perfume brand and hiring a pen artist.
- Cons - This brand is marketing for exotic scents inspired by travel destinations, but looking at the reviews of the product groups, the likes and dislikes are quite different.
Formant
Although this brand also distributes niche perfumes, the brand's target audience is wide by utilizing more popular fragrances and popular marketing.
- Entered into various Korean drug stores with aggressive marketing, and is active in advertising and publicity through active SNS marketing.
- Cons - Branding quality that is inferior to the size of the company.

Internal environment analysis

SWOT analysis table

Internal environment analysis

Persona

Brand identity

Design system

My main focus has been on capturing the brand's essence, crafting the overall product narrative, and visually expressing its mission. This dedication led me to take charge of the comprehensive branding and visual design, including packaging, perfectly aligning with Apted's motto of "sharing scented, unique stories in everyday life."