Evolving into a customized beauty platform that goes beyond empathizing with and supporting users' concerns to providing personalized solutions.
Oh My Girl's Mimi effectively delivers the brand message by displaying her uniquely cheerful and honest charm.
– Launching commemorative promotion <Barbie Talk Concern Center>, all event participants will receive 5,000 points
Medical beauty platform Babitalk (CEO Shin Jeong-in) announced on the 17th that it is launching a winter brand campaign called 'Ttuk-hamyeon Talk Babitalk' with Oh My Girl's Mimi.
This campaign, in conjunction with the UI/UX revamp scheduled for December, aims to strengthen the brand's identity by moving beyond the existing "partner who shares your concerns and encourages you" to a "tailored beauty companion" offering personalized solutions. Oh My Girl's Mimi, who returned as the model following the summer campaign, is said to have effectively expressed this concept with her signature cheerful and friendly charm.
The campaign video humorously depicts the story of Mimi monitoring the needs of Barbies with different beauty concerns in the virtual space 'Barbie Talk Center' and suggesting just the right solutions. In particular, the scene where she responds to the question "Do you know me?" with "Why don't you? We text each other often~" is a key scene that intuitively conveys that Barbie Talk is not just an information provider, but a true 'beauty companion' that understands and takes care of users' tastes and concerns first.
Barbie Talk is introducing the "Barbie Talk Concern Center," an experiential promotion that extends this brand message into real-world experiences. Participants can call the number listed on the Barbie Talk app's promotion page to engage in a special call with model Mimi. Mimi presents a variety of concerns, including "seasonal skin," "dieting," and "lack of stamina." Based on the topic chosen, she delivers voice messages containing encouraging messages and personalized solutions to address the participants' concerns.
The Barbie Talk Concern Center promotion runs from November 17th to December 24th, and all participants will receive a 5,000 won Barbie Talk discount coupon. There will also be a raffle for various rewards, including a signed Polaroid by Mimi, a Banyan Tree Spa voucher, a Medicube beauty device, and an Olive Young gift certificate.
Along with this, Barbie Talk has also prepared a lucky draw promotion titled "A Gift, a Luck, a Thing!" This promotion will run for three weeks from November 17th to December 7th on the Barbie Talk app, and a total of seven winners will be selected to win fashion items from high-end luxury brands such as Hermes, Miu Miu, Dior, Prada, and Tiffany & Co. Additionally, all users who participate in the lucky draw will receive an additional 5,000 points that can be used on the Barbie Talk app. Points accrual may end early if the budget limit is reached.
Starting with this year's winter campaign, Barbie Talk plans to continuously strengthen its brand identity as a "customized beauty companion" by revamping its UI/UX and improving its services with a focus on enhancing personalized browsing experiences, while providing an optimized beauty experience for each individual user.
Kim Ji-won, CMO of Barbitok, said, “Last summer, we focused on empathizing with our users and building relationships together, but this campaign focuses on Barbitok’s brand identity as an ‘active platform’ that first identifies needs and then suggests solutions to fit them.” He added, “Like the message ‘Barbitok whenever you want,’ we will grow into a platform that you can easily find and trust at any time.”
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