Hero Cosmetics Intentionally Avoided K-Beauty Branding to Build US Consumer Trust
Ju Rhyu · Hero Cosmetics: Ju Rhyu and Dwight Lee · Dec 30, 2024 · at 44:33
Hero Cosmetics co-founder Ju Rhyu explains the brand positioning strategy behind Mighty Patch during its early launch phase.
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“So I actually did not want it to be K-Beauty... Just because I thought it should be an American brand for this American audience. And that was actually part of the value prop, because sometimes when you buy, I mean, even today, it still happens, like, I think there's a little bit of a trust issue, because the supply chain of sometimes the products that come from One country that end up in another. It's not always clear. And I mean, sometimes there are a lot of dupes or a lot of fakes and things like that. So us being like this American based brand for the American audience and then adjusting our marketing.”
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