[Today] Sulwhasoo features black model and new logo in global rebranding

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Article: Sulwhasoo features black model, takes out Hanja from brand logo... provocative changes for globalization

Source: Chosun Biz via Naver

1. [+987, -12] This is a good decision. I actually think taking the Hanja out of the logo is the best thing they could've done. Instead of focusing on one market like China, I think it's more important to become a company that is sold in many different countries worldwide.

2. [+255, -11] Good decision by them... My mother would always go on about how good Sulwhasoo products are... and they really are... but the branding just felt so adult and mature to me that I never felt the desire to repurchase.

3. [+128, -6] I think it's good that they changed the logo. The brand feels a lot younger now.

4. [+32, -1] They should still add 'Sulwhasoo' in a Korean font too!

5. [+27, -0] It'd be pretty to still keep a Hangeul logo above the English logo...

6. [+23, -0] Pretty insincere that they'd hire a black model when they don't even have foundation colors for tanned Asian skin
- [+6, -0] This is just the beginning of change, you shouldn't expect to be full off the first spoon. Let's just support them for going in the right direction.

7. [+19, -0] It's a good decision. The brand's not even Chinese so what was with the Hanja in this age anyway? Foreigners probably thought it was made in China.

8. [+13, -0] If you're going to make such a drastic change, why not just use pure Hangeul for the logo without the English... at least for domestic products. I understand the English for exports.

9. [+12, -0] I still don't get why Innisfree changed their logo

10. [+10, -1] Would've been better to replace the Hanja with Hangeul

11. [+10, -1] I totally support taking out the Hanja from the logo

12. [+8, -0] Innisfree's rebranding looks like an old brand trying to appeal to the younger kids. It looks so bad... like some poorly cobbed-together photoshop of a foreign brand on Pinterest. Though I'm sure their sales will still be fine with idols promoting it and all.


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