With the global Korean Skin and Beauty market growing rapidly, estimated to rise almost 80% more within a decade, this is a trend that isn’t fading. This is a great opportunity to position ASOS Face + Body as the destination for Korean skincare, which we’re doing in our latest AMG campaign, designed to help our customers feel confident about building a routine that gets real results.
The campaign kicks off on the 18th of March for four weeks and will appear everywhere our customer is, from Instagram reels (including talent content with Madison Sarah) to emails, push notifications and a Style Feed article on site. You’ll see a lineup of our biggest and best KSkin + Beauty brands, including Beauty of Joseon, Anua, Medicube, Tir Tir, AxisY and Skin1004, with every product carefully curated from our full K-Skin lineup. It’s our most comprehensive skin edit yet.
The campaign takes everything people love about K-Skin: ingredient-led tips, glow‑ boosting results, and routines that make skincare fun again and turns it into easytoshop edits that show customers exactly how to reach their skin goals. Think: a “glowing skin” guide with the products we’d genuinely recommend, brought to life by Madison through a stepbystep video and a friendtofriend social voice note showing how to get soothed, protected skin.
Visually, the campaign feels elevated and fresh with soft, skin‑loving lighting, sleek product shots and a contact‑sheet style layout that links each routine to its final radiant‑skin payoff. It’s premium, editorial and effortlessly shoppable - exactly the vibe that keeps K-Skin + Beauty fans coming back.
At its heart, this campaign is all about driving discovery and helping customers find the K-Skin brands and routines that make their skin feel its best. By simplifying routines and showcasing the real results behind the products, we’re aiming to increase both engagement and purchase across the category.