Do you have a message you want to share with the world? It might sound like a grand idea, but the truth is, everyone has one. Let me give you an example. If you have a desire to “live freely and peacefully,” you’ll naturally work for companies that uphold those values and choose products that reflect them. My desires are conveyed to the world through the choices I make and the actions I take. People who resonate with that message come together to build that kind of world.
Infusing a Brand with Hope
There’s a maker who gained 2,718 followers with their very first crowdfunding project. They received support from 3,701 backers and racked up 6,440 project likes.* This is the ampoule project by the maker “Neuseon.” Why did so many supporters respond to the maker and the project? The reason is that the maker the message they wanted to share with the world
*As of 1:00 PM on October 11, 2023
Here is the meaning behind the brand name, Neusun.
neusn (relaxed): Feeling at ease, with no tension.
With 26 years of experience in cosmetics development, the creator chose the name for her retirement project, ‘I hope our days can be a little more relaxed’ in the name of this brand, which serves as her swan song. Having suffered from panic disorder, the creator hoped that people would be free, unbound by any constraints.
Conveying a Message Through Storytelling
The maker’s vision is embodied in the product and conveyed through its story. Having spent more than half her life in the cosmetics industry, the maker highlights three common industry practices in the project story: presenting clinical results without mentioning averages, instilling fear, and claiming that their product is the best in the world. These three practices can quickly captivate supporters and drive funding. However, the maker’s ultimate goal is to convey the value of “loose” to the world through the brand, so instead, we focus on the story of the maker and the product’s development.
Because the story unfolds at a leisurely pace, it’s quite lengthy. Yet, many supporters read it all the way through, related to it, and contributed to the campaign—precisely because the story is a “letter” filled to the brim with sincerity. As this is their retirement project, the creator was looking for a place where they could freely share a story that encapsulates their life, and they infused that into the campaign’s narrative.
The Story of Maker Noseon: A Letter to Our Supporters (Source: Maker Center)
Infusing Philosophy into Our Products
The maker’s philosophy of “loose” is evident in the product as well. The main ingredient in the ampoule is a fermented extract. The maker believes that because fermentation is a scientific process, it doesn’t lie, and that it isn’t artificial or forced. They spent 16 months through effort, patience, and careful cultivation, a message and storyemerged.
To explain the scientific principles in a way that resonates with our supporters, we’ve even given the probiotics in our products cute names like “Jjupjjupi,” “Shabjjak,” and “Kkeoni.”
From left to right: Jjupjupi, the expert in pore care; Shabjak, the master of texture care; and Kkeni, the specialist in tone care (Source: Project News)
Conveying Sincerity Through Communication
The creator has been working especially hard communicate. They posted 31 stories in the news section alone and replied individually to over 1,500 comments.
Makers refer to supporters and brand fans as ‘Nusner.’ ‘Someone who discovers infinite possibilities through effort and patience, and who tames those possibilities with confidence and pride, following their own standards and pace.”
A maker interacting with supporters through news updates and comments (Source: Maker Center)
A gathering of like-minded people
Because the maker’s vision—from brand philosophy to products, stories, and communication—spoke with a consistent voice, supporters were able to sense “authenticity” in it. People who shared those values voluntarily became part of “Neuseon” and even participated in the project. Moving forward, the maker hopes to continue using the Neuseon brand to encourage many people to to live life more loosely. They hope everyone will realize that cosmetics and skin are trivial compared to everyday happiness, and that for your face to glow, your daily life must ultimately be bright.
Kwon Byung-wook, Director of the brand ‘Neuseon’ (Source: Maker Center)
“In one of my posts on the newsletter, I wrote, ‘To improve your skin, be happily mindful and live a relaxed life.’ I wrote this hoping that Loosen and our customers could become long-term friends, and that we could share not just stories about cosmetics, but also plenty of stories about our relaxed and happy daily lives.”
We look forward to seeing more people who deeply resonate with the Maker’s message and wish to help build such a world come together under the “Neuseon” brand. I hope that we will see a mature society where we can share our dreams together, knowing that there are people who believe in us.
Wadiz The content above is from “Beauty Crowdfunding: A Success” published on September 13, 2023. The original article is available on the Wadiz.
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