Anua Launches Global Campaign with Netflix "K-Pop Demon Hunters"

Campaign Launches to Mark First Anniversary of "K-Pop Demon Hunters" Release
Building Strong Brand Presence with "True Skin Radiance" Message
Promotions Roll Out on Key North American Channels Including Ulta Beauty and Amazon

Anua X K-Pop Demon Hunters global campaign ‘GONNA BE GLOWIN’' image. (Photo by Anua)

Global brand builder company The Founders (Co-CEOs Lee Sunhyoung and Lee Changjoo) announced that its beauty brand Anua will officially launch a global campaign across major online and offline channels worldwide to coincide with the first anniversary of the Netflix original "K-Pop Demon Hunters." This campaign, planned to deliver a deeper brand experience that fuses skincare and entertainment for consumers worldwide, is based on the successful global partnership signed in January and the strong performance of the collaborative edition released in February.

The main slogan of the campaign, "GONNA BE GLOWIN'," reflects the hope that consumers around the world will discover their own true skin radiance with Anua. Through this message, the company plans to introduce a differentiated brand narrative that merges skincare and entertainment to the global stage.

In particular, the campaign is further meaningful as it is timed with the first anniversary of the release of "K-Pop Demon Hunters." The campaign video, released through Anua’s official channels, highlights the blend of K-POP culture and K-beauty. Directed by a team specializing in K-POP, the video captures the actors' immersive performances and brings the universe of the story to life. It also pays tribute to the in-series idol group "Huntrix" and the series’ fandom with visually striking imagery.

Since its launch, the Anua K-Pop Demon Hunters Edition has received an enthusiastic response on global channels including Ulta Beauty, the largest beauty retail network in the United States, and Amazon. The main campaign products consist of a total of five items: three types of sun care (Zero Cast Sun, Matte Sun, Glow Stick), Ultra Thin Spot Cover Patch, and Hunmoon Mask. These were designed to allow consumers to intuitively experience the main concept of "true skin radiance." Anua plans to maximize campaign synergy through both online and offline promotions in collaboration with major North American distribution channels.

Currently, Korean sun care and spot care products are gaining attention on platforms like Ulta Beauty and Amazon for their innovative formulas. It is expected that this so-called "two-track strategy"—combining entertainment elements with strong product capabilities—will establish itself as a new global standard for K-beauty in the future.

An Anua representative stated, "We are delighted to communicate closely with the global fandom through our collaboration with the globally popular K-Pop Demon Hunters," adding, "We hope this campaign, which combines the influence of K-content with Anua’s product excellence, will solidify our brand status in the global market."

This content was produced with the assistance of AI translation services.