Innisfree was one of South Korea’s first natural cosmetics lines. Over time, the brand became fragmented. The challenge was to build a brand language and framework for a growing portfolio of products in varied categories—one that expressed pure, natural beauty and enhanced shop-ability. Initial efforts focused on the revitalization of skin care lines, including the launch of new collections that quickly outperformed new product launches in the past. Subsequent efforts extended to the makeup category, men’s skin and hair, and holiday.