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DUV Mailer
Date
2025
Project type
Brand PR Mailer
OVERVIEW
This direct mailer was designed to promote Innisfree's new Daily UV SPF 50+ Lotion, using an interactive structural mechanism to bring the product's key benefit to life. The mailer features a sliding panel cover that creates a reveal moment: the exterior displays "SPF 36," and as the recipient pulls out the panel, it transitions to "SPF 50+" — communicating the upgrade to a stronger formula through the act of opening the package itself.
The inner panel expands on the product story, featuring the Sephora collaboration, a model shot, and a texture visual to convey the lotion's lightweight, wearable feel.
The concept ties form to message — the physical interaction mirrors the idea of revealing something better underneath.
KEY DELIVERABLES
• Mailer (100%)
KEY WINS
• Approximately $500,000 in Earned Media Value (EMV)
