Hanskin Global.
A twenty-year Korean skincare house under Celltrion Skincure, on shelves in twenty-plus countries, ready for its American moment. We ran the US campaign: strategy, creative, content, creators, and the beauty press.
Headline
|52 million followers of creator reach.
★ Campaign manifest
|No. 2023 · HG · 001
- 01 Combined creator reach 52M+
- 02 Countries on shelves 20+
- 03 US retailers carrying the brand 5
- 04 Service lanes, one team 6
- 05 Months, strategy to shelf 2.5
- 06 Founded in Seoul 2001
/ US market campaign · Reliable PR & Marketing · Bakersfield, CA
★ Verified native, never projected
★ The brief
Speak to America. Stay Korean.
Hanskin needed a US partner who could run the whole machine, social, PR, creators, and content, without sanding off what made the brand resonate in twenty countries. Translation, never reinvention.
★ The throughline
"Unlock your glow."
Three words the brand leads with. The US campaign existed to earn them an American audience.
/ from the @hanskin_global bio
★ Full service
Applied like a routine.
K-beauty taught the world to layer. The campaign worked the same way: six lanes, each one prepping the skin for the next.
Step 01
Brand Strategy
The base layer. US market positioning, the competitive landscape, and brand guidelines tuned to the American beauty shopper.
Step 02
Creative Direction
The visual identity for the US: color-coordinated feed design, photography style guides, campaign art direction.
Step 03
Content Creation
Product photography direction, Reels built on 3-second hooks, carousel breakdowns, Stories, education-first skincare content.
Step 04
Social Media Management
The full Instagram operation: a curated feed aesthetic, hashtag strategy, the posting calendar, community engagement.
Step 05
Influencer Marketing
Creator partnerships coordinated across micro and macro tiers, a combined reach of 52 million followers.
Step 06
PR & Media Relations
The Soko Glam Award nomination campaign and outreach across the beauty and lifestyle press.
★ The work in the wild
Education first, pretty enough to save.
The format we built for the US feed: real product photography, one lesson per post, the brand's own blush and coral doing the talking.
The Hyaluron Eye Serum, taught in one frame
The Skin Essence, shot like a memory
★ In motion
The window had motion.
The summer campaign film the US push carried, and JCPenney Beauty putting a dermatologist on camera to walk America through the Hyaluron line.
The summer film · poolside, Palm Springs light
JCPenney Beauty's dermatologist on the Hyaluron line
/ muted loops shown here · from the campaign window
★ Best of K-Beauty 2023
Soko Glam said the name.
We launched the nomination campaign that put the Vitamin C Glow Mask up for Soko Glam's Best of K-Beauty, the shortlist run by the retailer that defines the category in America.
A twenty-year Korean house, positioned for US industry recognition inside its first campaign window.
Designed in-house, coral on blush, nominee in lights
★ The rooms the name was in
A brand the beauty press already knew.
/ earned coverage in the brand's press file
★ And the roster we put behind it
52,000,000
Combined followers across the creator partnerships we coordinated, micro tiers to macro names, every one briefed on the same brand truth.
★ Three years later
The glow holds.
The campaign window closed in October 2023. The brand kept compounding: a six-figure global following, shelves in twenty-plus countries, and a twenty-fifth birthday coming up.
- 01 Followers on the global account today 166,532
- 02 Countries on shelves 20+
- 03 The house turns twenty-five in 2026
/ followers pulled live from @hanskin_global, july 2026. the window was ours. the glow since belongs to the brand.
Strategist of record
Lauren Harris
Reliable PR & Marketing · Bakersfield, CA
Korean beauty didn't need an American makeover. It needed an American introduction. We wrote it, lane by lane.
Lauren Harris
Co-founder · Lead strategist
The window
2.5 months
6 lanes · 52M reach · 1 nomination
★ The sister campaign · Same parent, same window
Plodica, the sister built from zero: a US brand out of nothing →★ A note from the team
If you read this far, you probably have a brand that deserves a bigger room.
Heritage brands are our favorite brief. The product is already loved somewhere. Someone just has to introduce it properly to the next market, the next shelf, the next feed.
If your brand is bigger than its American footprint, we can start with a thirty-minute conversation. No deck. No pitch. Just a real read on whether the work fits.
Lauren Harris
Co-founder · Lead strategist
She ran the campaign, lane by lane.
Christopher Harris
Co-founder · Operator
He runs the agency · chris@reliablepr.net
★ END ★
