Medical Today | Centellian24 Launches Digital Ad for Madeca Relief Line
Medical Today reported on June 3, 2020 that Dongkook Pharmaceutical's dermocosmetic brand Centellian24 released a digital ad video for its low-irritant skincare line 'Madeca Relief.' The ad builds its story around Centella asiatica, an ingredient known as 'tiger grass,' and was produced in collaboration with Korean painter Kim Hyun Jung.
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[Medical Today, reporter Ko Dong-hyun]
▲ Centellian24 Madeca Relief digital ad (Photo courtesy of Centellian24)
Dongkook Pharmaceutical's high-functional dermocosmetic brand Centellian24 announced on the 3rd that it has released a digital ad video for its "Madeca Relief" line, a low-irritant derma skincare solution for delicate, sensitive skin.
The ad was created in collaboration with Oriental painter Kim Hyun Jung, who has built a devoted fan base with her sensuous yet distinctive body of work and has helped bring Korean painting to a wider audience.
Running 40 seconds, the ad builds its story around the fact that Centella asiatica, the key ingredient in the Madeca Relief line, is also known as "tiger grass." Just as a tiger rubs its wounds against this plant to heal them, the ad conveys that the Madeca Relief line, containing tiger-grass ingredients, is effective for skin made sensitive by outside irritants. The ad has been praised for how well Kim Hyun Jung's signature style — at once classical and modern — blends with the warm visuals and witty narration.
The Madeca Relief line is a new product Centellian24 launched last May targeting people in their 20s just beginning serious skincare. The nine-item lineup of toner, lotion, cream and essence helps with overall skin improvement, including brightening and wrinkle care. All products have completed low-irritation clinical testing, and they use Centella asiatica extract instead of purified water, protecting and soothing skin made sensitive by outside irritants. The line also contains Dongkook Pharmaceutical's core ingredient, Centella TECA (a quantified Centella asiatica extract), which promotes collagen and hyaluronic acid synthesis within the skin, strengthening the skin barrier and leaving it smooth and hydrated.
A Centellian24 representative said, "We collaborated with Kim Hyun Jung, known as the 'idol of Korean painting,' targeting the 20-somethings who are drawn to her unique sensibility that harmonizes modern and traditional elements — exactly the audience the Madeca Relief line targets," adding, "We hope this digital ad will draw more consumer interest in the Madeca Relief line, which even delicate, sensitive skin can use without irritation."
Medical Today, reporter Ko Dong-hyun (august@mdtoday.co.kr)
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