'Innisfree' is a South Korean skin care and cosmetics brand that is one of the most successful in China due to its marketing campaigns and the innovative products it creates.
The brand quickly became one of the most popular in China with the marketing techniques and platforms it uses. It features a "cross-channel loyalty program, video libraries and user-generated content aggregated from social media." It also was involved in a cross-channel campaign to promote its cosmetics, with South Korean influencers Lee Minho and Yoona starring in the series of videos.
This cosmetics brand's use of popular figures, multiple platforms and its ability to create innovative products in a way that is more engaging that competitors makes it an excellent choice for Millennials.