Following "Tank Day," the "625% Penetration" Ad Sparks Debate Over Historical Sensitivity in Retail Industry

Company Explains: "Actual Figures Based on Clinical Trials"

Netizens Say: "Combination of Slogan Phrases Is the Problem"

Claims of Deleted Critical Comments on Social Media

The cosmetics brand Isoi has become embroiled in controversy after being criticized for using phrases reminiscent of the Korean War in its product advertisement slogans. The company explained that these were "actual figures based on clinical trial results" and issued an apology, but consumer backlash remains unabated.

On June 30, various social networking sites featured photos showing Isoi’s outdoor advertisements—including on Seoul city buses—promoting its "Rose PDRN Dark Spot Serum" with slogans such as "Don’t forget, 625% penetration, go deeper."

The cosmetics brand Isoi has become embroiled in controversy after being criticized for using expressions reminiscent of the Korean War in its product advertisements. Screenshot from SNS

The problematic aspect lies in the combination of the number "625" with the words "Don’t forget" and "penetration." Some consumers criticized the slogan as inappropriate, claiming that it evokes the patriotic phrase "Don’t forget June 25" and recalls the invasion by North Korean forces during the Korean War. Critics pointed out that it is not just a numerical reference, but an unfortunate merging of expressions that conjure up memories of a historical tragedy within a single sentence.

Some Consumers: "Concerns Raised Since Last Year"... Deleted Critical Comments Suspected

As the controversy spread, Isoi posted an apology on its official website and social media accounts. The company explained, "The expression '625%' is an actual figure derived from clinical trials on the skin penetration effect of 1% Bulgarian rose oil contained in the product," and stated, "There was no intention or purpose to imply or associate any particular meaning."

After the apology statement, further remarks followed. Regarding Isoi's expression of "causing inconvenience and concern to some customers," consumers criticized that "the issue was downplayed as merely an inconvenience to some customers." Isoi

However, criticism continued even after the apology. Online commenters responded, "If it were just the number 625, it would have been different, but including 'Don’t forget' and 'penetration' together is unlikely to be a coincidence," "It looks as if a historical tragedy was used as an advertising slogan," and "It is even more serious that no one raised concerns during the marketing review process."

There were also further remarks about the wording of the apology. Isoi stated that it "caused inconvenience and concern to some customers," prompting criticism from consumers who argued that the issue was being downplayed as merely an inconvenience to a few. The absence of specific recurrence prevention measures or plans to improve the internal review system also fueled controversy.

Some pointed out that the problematic advertisement slogan had been criticized since last year. Consumers said, "This is not a controversy that suddenly erupted; there have been voices pointing out a lack of historical sensitivity for some time." They also demanded explanations on how the company had responded to such concerns. Some users alleged that the company deleted critical comments left on its official social media accounts, causing the controversy to spread beyond the advertisement slogan to the company's overall communication practices.

Starbucks "Tank Day" and Musinsa Advertisement Controversies Resurface

This issue has caused an even greater stir as it coincides with the recent "Tank Day" controversy at Starbucks Korea. Starbucks Korea faced intense criticism for holding a tumbler sales event called "Tank Day" on the anniversary of the May 18 Democratic Uprising. The company subsequently canceled the event, issued an apology, closed all stores nationwide early, and implemented follow-up measures such as providing historical awareness and social sensitivity training to employees.

Starbucks Korea faced intense criticism for holding a tumbler sales event called "Tank Day" on the anniversary of the May 18 Democratic Uprising, and Musinsa also caused controversy by commercially portraying a historical tragedy. Starbucks Korea · Musinsa

Past advertisement controversies involving Musinsa are also being revisited. In 2019, Musinsa sparked controversy with an advertisement for quick-drying socks that used the phrase "When I hit the desk, it dried up with a gasp," referencing the torture and death of activist Park Jongcheol. The company faced sharp criticism for commercially expressing a historical tragedy and state violence.

In the retail, fashion, and beauty industries, there are increasing calls to re-examine advertising copy review standards in light of this controversy. Even when aiming to highlight product efficacy with striking numbers or expressions, any wording that could touch on social memories or historical pain should be filtered out in advance. An industry insider commented, "Today’s consumers look not only at product quality but also at a brand’s attitude and social sensitivity. Explanations that 'there was no intention' are not enough to regain trust—what matters is to clearly outline the review process and present concrete measures to prevent recurrence."

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