Headline and Body Copy Rewrite

Challenge:
In 2017 HERA released the BLACK CUSHION.
It was a hit and earned many fans.

To honor the fans, HERA released an improved BLACK CUSHION.

However, a customer focus group, including a diverse range of makeup users, said their marketing language had discomforting racial overtones.

HERA wants to fix it, while keeping it fresh and in their brand tone.

STRATEGY

The following truths come from the Product Page

Key Ideas Communicated Across Product Page

BLACK embodies the identity of Seoul women today who are effortlessly beautiful for being true to themselves,

Inspired by the strength Seoul women confident anytime and anywhere, HERA created BLACK CUSHION,

BLACK CUSHION has at last come to perfection

The birth of perfect BLACK,
boldly removed of all unnecessities and
left only with its essence

TRUE SELF
PERFECTED

Since its release in 2017
Seoul women have loved BLACK CUSHION

Inspired by their love
HERA has perfected BLACK CUSHION

Enriching performance
Refining imperfections

For Perfect Confidence
Anytime. Anywhere.