Buzz Marketing/PR, Influencer Marketing, Content Creation

In recent years, the popularity of Korean skincare has increased exponentially in North America with leading beauty outlets such as Vogue, Allure and Refinery29 praising their virtues and benefits.


Although a division of AMOREPACIFIC, South Korea’s leading cosmetics company, ARITAUM was a brand-new player in the Western beauty market, and needed to break through the clutter and establish a niche in the already-crowded beauty and skincare market.


In 2016, IW Group launched an integrated PR, social and influencer campaign to introduce ARITAUM, a new chain of boutiques in the U.S. and Canada specializing in Korean beauty and skincare products. 

A Place of Beauty

We were tasked with creating awareness in North America about the uniqueness, efficacy and safety of Korean skincare products to encourage trial and drive consumers to the 70 retail locations across the U.S. and Canada.

By leveraging its brand legacy and showcasing the unique attributes of its products, IW Group positioned ARITAUM as a K-skincare authority and destination for all-things K-beauty. 

In Less Than One Year

The campaign yielded unprecedented results that drove social conversation and amplified consumer curiosity.


The campaign proved to be a unanimous success with positive national media coverage, endorsements by top-tier beauty bloggers and exponential growth across all social platforms. 


  • Garnered 100% positive media coverage in top-tier beauty outlets
  • 150+ million media impressions
  • Feature stories on ARITAUM in Refinery29, Racked, InStyle, WWD, Huffington Post and other leading beauty outlets
  • Increased social following by nearly 300%


By increasing consumer curiosity and implementing creative PR and social media strategies, we built a whole new audience for ARITAUM. Additional stores will be opening in the U.S. and Canada throughout 2017.