Do you have a message you want to share with the world? It might sound like a big deal, 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 at places that uphold those values and buy 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 through 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, Neuson.
neusn (relaxed): Feeling at ease and free from tension.
With 26 years of experience in cosmetics development, the creator chose the name ‘I hope our days can be a little more relaxed’ in the name of this brand, her final project. Having suffered from panic disorder, the creator hoped that people would feel free, unbound by any constraints.
Conveying a Message Through Storytelling
The maker’s aspirations are 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 quickly captivate supporters and drive funding. However, the maker’s ultimate goal is to convey the value of “relaxation” 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. Even so, many supporters read the story all the way through, related to it, and contributed to the campaign—precisely because the story is a “letter” packed with genuine emotion. As this was their swan song, the creator had been searching for a place where they could freely share a story that reflected 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 itself. The main ingredient in the ampoule is a fermented extract. The maker believes that since fermentation is a scientific process, it doesn’t lie, and that it is neither artificial nor forced. The maker says they were drawn to the fact that it is not an artificial or forced method. 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 given the probiotics in our products cute names like “Jjupjupi,” “Shabjjak,” and “Kkeoni.”
From left to right: Jjupjupi, responsible for pore care; Shabjjak, excellent at texture care; and Kkeni, specialized in tone care (Source: Project News)
Conveying Sincerity Through Communication
The creator is working especially hard with the supporters 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 in their own unique way and at their own pace, with confidence and pride.”
A maker interacting with supporters through news updates and comments (Source: Maker Center)
People who share the same values come together
Because the maker’s vision—from brand philosophy to products, stories, and communication—was conveyed with a consistent voice, supporters were able to sense “authenticity” in it. People who agreed with those values voluntarily became part of the community and even participated in the project. Moving forward, the maker hopes to continue using the brand “Neusun” to encourage many people to live life more loosely. They hope everyone will realize that cosmetics and skin are trivial compared to the happiness of everyday life, 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 around the brand “Neuseon.” 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” . You can view the original article on the Wadiz.
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