Key takeaways
- Dr.Jart+ launches new Ceramidin™ Eye Patches and Hydro Firming Mask in the UK.
- The brand relaunches its Cryo Rubber™ Masks, leveraging the cryotherapy trend.
- Ingredients include peptides, niacinamide, hyaluronic acid, allantoin and adenosine.
- Marketing includes a K‑pop collaboration, commuter sampling and a major Boots pop-up.
- The freezer k-mart pop-up attracted 8.5k visitors and boosted brand awareness.
Korean skin care brand Dr. Jart+ has undertaken a major marketing campaign in the UK to launch new products – Ceramidin™ Eye Patches and the Dr.Jart+ Hydro Firming Mask with Hydrolysed Collagen – alongside the relaunch of its iconic Dr.Jart+ Cryo Rubber™ Hydrogel Masks.
The prestige, Korean-made masks combine skin cooling with powerful active ingredients and claim to use cryo technology to cool the skin by 5.7°C.
The two-step mask uses an ampoule serum containing 2% peptides and a choice of hydrating hyaluronic acid, brightening niacinamide, soothing allantoin or firming adenosine. It freezes in 20 minutes and is suitable for sensitive skin.
According to Korean skincare doctor Dr Christine Hall, cooling the skin is one of K‑beauty’s biggest trends. “The Dr.Jart+ Cryo Rubber™ Masks sit at the forefront of this trend, fusing innovative cryotherapy science with powerful actives like peptides, niacinamide, allantoin, adenosine and hyaluronic acid,” she said.
Experiential marketing helps boost brand visibility and consumer engagement
To promote the products, Dr. Jart+ has teamed up with rising K‑pop phenomenon ifeye, celebrating Korean creativity and skincare innovation.
Another promotional activity involved staging a takeover on the London commute, with sampling and stunned commuters sharing their encounters on social media.
Dr. Jart+ also created a pop-up at Boots Covent Garden in February, inspired by Korean corner stores, which attracted 8.5k visitors.
The initiative, named freezer k-mart, was designed to help shoppers discover the masks and other trending Korean skincare products. Activities included games with guaranteed prizes for all participants; a competition to win a year’s supply of Dr.Jart+ face masks; and skincare demos. The first 100 guests on opening day received a K‑beauty goody bag worth over £80.
