CRUSH & GLOW

The problem​

Consumers are more conscious than ever about what they put on their skin. But when it comes to powerful ingredients like red pepper, trust is still abstract. So how do you prove that Erborian Red Pepper Pulp is not only effective, but safe to use?​

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The idea

If glow comes from ingredients, let people experience those ingredients first-hand.
Inspired by ancient Korean beauty rituals, where skincare is treated as a mindful practice, and by foodtertainment culture, where raw ingredients spark emotion, we turned skincare into a sensory ritual. By crushing natural ingredients and transforming them into a glow product themselves. 

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The execution

Crush & Glow is a PR ritual designed to make ingredient transparency visible. Influencers document the process to show where the glow comes from, turning Erborian’s red pepper formula into something you can understand, not just trust. By capturing the textures, colors, and skin response in real time, the content replaces claims with proof. Rooted in ancient Korean beauty rituals and borrowing the sensory language of food, the documentation itself becomes the experience, allowing audiences to see, feel, and believe in the power and safety of the ingredients.