This campaign tapped into the global blind box craze by turning Innisfree’s skincare lineup into a collectible unboxing experience. Each mailer featured four blind boxes filled, 3 boxes were packed with the product lineup, plus one of three limited-edition plushie “superheroes”, inspired by hero ingredients of each of the products. Some lucky recipients received the one surprise plushie as the “mystery” item.
The element of surprise encouraged social sharing, sparked the thrilling “Which one did you get?” moment, and made discovering skincare as fun as completing a collectible set. The result? A playful, buzzworthy campaign that brought excitement and anticipation to skincare.
