The world of skincare is evolving beyond products—it’s now about experience, narrative, and visual storytelling. In 2024, the global K-beauty products market was valued at approximately USD 14.68 billion and is projected to reach USD 31.82 billion by 2033, growing at a CAGR of 8.97% (imarcgroup.com). This surge is driven by a combination of innovative product offerings and a design language that effectively communicates cultural narratives and brand values across diverse audiences.
Dahee Choi stands at the forefront of this transformation. As a graphic designer at Amorepacific US, she has been instrumental in crafting immersive brand campaigns, e-commerce strategies, and cultural branding for renowned companies like Innisfree, Laneige, and Elemis. Her work exemplifies the application of cohesive design systems, which, according to McKinsey, can lead to a 32% increase in revenue growth over competitors (launchmetrics.com).
“Design should be a full-body experience,” Choi explains. “When people can walk through your brand, touch it, and feel it, it creates a connection you can’t get from a screen.”
For the SEPHORiA 2024 event, Choi took a bold approach to reflect Innisfree’s new rebranding direction, infusing fresh, edgy visuals and interactive elements that elevated the user experience. Inspired by urban street art, she introduced spray paint textures to add a dynamic, modern touch, aligning with Innisfree’s evolving identity.
To make the design more engaging, Choi incorporated interactive features like locker-style compartments and sticky notes, inviting attendees to explore and connect with the brand on a personal level. These elements not only enhanced visual appeal but also encouraged active engagement, giving the installation a unique and memorable character that resonated with SEPHORiA’s audience.
The 15 ft by 10 ft booth was strategically mapped to guide visitors through a cohesive journey. Upon entry, guests were greeted by interactive experiences, including a Plinko game and the signature locker setup, creating a playful and comfortable environment. They then encountered the “Correct, Hydrate, Protect” section, featuring the Vitamin C Serum, Green Tea Cream, and Daily UV Sunscreen, each paired with 5x7 cards highlighting key product benefits.
Before exiting, guests engaged with a dynamic graffiti wall adorned with bold visuals and interactive post-its, designed to leave a lasting impression of Innisfree’s refreshed brand identity. The locker installations, inspired by high school aesthetics, were creatively transformed: the original gray metal, two-tier, ten-door lockers were painted in vibrant Innisfree green and adorned with custom graffiti-style stickers. Products were displayed inside the lockers, inviting visitors to “peek in” and interact, further reinforcing the playful, hands-on experience.
The result was an immersive, multi-sensory environment that blended visual storytelling with interactive engagement, earning $1 million in earned media value, distributing 250,000 samples, and receiving the SEPHORiA Evolution Award for its innovative approach to experiential design.
Choi’s impact extends beyond large-scale events to nationwide activations. She was instrumental in the Masterclass K-Beauty Roadshow, which traveled to Houston, Miami, and New York, bringing personalized skincare consultations, exclusive product previews, and complimentary Innisfree favorites to local communities. Her designs framed the entire experience, from printed materials to event visuals, resulting in over $600,000 in earned media value and fostering a meaningful brand connection in every city.
For the event, Choi created several initial signage options with a modern, chic aesthetic to enhance the visual identity. She also designed printed call-to-action cards handed out during the K-Beauty Brighter Skin Masterclass, encouraging attendees to share their experiences on Instagram, tag @innisfreeusa, and enter for a chance to win a year-long spot on the exclusive PR list. Instagram Stories highlights and in-feed digital invites provided cohesive messaging, offering key details like dates, locations, and previews of what attendees could expect.
“Seeing people interact with the visuals in real time is one of the best parts of my job,” Choi says. “It’s design with immediate feedback.” Her contributions ensured that the tour was more than just an event—it became a fully integrated, immersive brand experience that blended aesthetic strategy with audience engagement, creating lasting connections between Innisfree and its consumers.
When Innisfree unveiled its refreshed branding in March 2024, Choi helped translate that vision into a multi-sensory experience for consumers in Los Angeles. The event introduced the new identity directly to the public, combining curated visuals, interactive design elements, and narrative-driven installations. Choi worked on videos that were rhythmical and pop-art inspired—a creative direction the brand hadn’t explored before—adding energy and playfulness to the visual storytelling.
The event also featured a live DJ, a claw machine, and thoughtfully arranged floral displays, creating an engaging, immersive environment that encouraged exploration and social sharing. The experience earned $1 million in earned media value, reinforcing the brand’s new positioning and leaving a memorable impression on attendees.
“Brand storytelling is strongest when people can live inside it,” Choi notes. “You’re not just presenting a product—you’re letting your audience feel like part of the journey.”
Choi’s career illustrates a larger industry trend: as beauty becomes more global and digital, physical design is emerging as a vital way to stand out. A report from Event Marketer found that 85% of consumers are more likely to purchase a product after participating in branded experiences, a statistic Choi’s work proves time and again.
Her portfolio demonstrates how creative strategy, research, and cultural fluency can turn events into powerful growth engines. By grounding design decisions in data and crafting immersive, narrative-driven campaigns, Choi is helping K-beauty brands not just compete—but lead—on the world stage.
