Dume — Jay Kim

A fashion designer, brand strategist, and design director

DUME

BRAND INNOVATION

WHAT’S NEXT FOR MEDICUBE

Medicube is a leading Korean skincare brand known for its solution-driven and devices to treat any skin concerns and sensitive to acne-prone skin. Dume is a sub brand born from the trusted science of Medicube and it doesn't just offer products. It reimagines skincare as a holistic "Skinsight Studio" that helps customers with self-discovery and personalized solutions. I've evolved the brand from a traditional skincare to a skin technology by market research, consumer needs and the emerging trends.

What I Did
The work was executed under the supervision of Liisa Puolakka and Rodrigo Castañeda.

Strategic Analysis
Trend Research
Competitive Advantages
Future Mapping
Brand Strategy

Brand Identity
Application

Outcome

Medicube, renowned for its robust skincare and beauty tech portfolio, sought to deepen consumer connections beyond product functionality. Through strategic analysis, a vision emerged to an opportunity to carve out a distinct identity for this segment as a global holistic beauty tech brand. By integrating advanced skin technology, I've repositioned skincare as a portal to overall well-being. This approach positions Dume to meet the growing demand for comprehensive health and beauty solutions worldwide.

Images in this project were created using Midjourney, and other AI-powered image and text generation tools

Research Insight

40% Less than half visit a dematologist once a year for an annual skin check up.

80% While a large majority say they experience skin concerns.

54% More than half of consumers visit general healthcare providers for skin health issues, which may suggest a lack of specialized care for skin conditions.

Trends within Beauty Tech

Self-care and Beauty Unite
Consumers are seeking solutions that integrate seamlessly with a holistic approach to wellness.

Hyper-personalization with AI/VR
The use of advanced technologies is paving the way for truly customized experiences.

Sophisticated and Simplicity
A minimalist approach to focus on quality over quantity that leads to a more meaningful and fulfilling lifestyle.

Sustainable and Ethical Living
The increase of conscious choices in daily life to create a more sustainable future.

Rapid Tech Growth and Digitalization
Advancements in technology are impacting every aspect of life driving efficiency, convenience, and connectivity.

Brand Strategy

Positioning
The only Skinsight Studio that helps urban skinthusiasts to get health insights through skin technology.

Ambition
By 2030, we have 20 million active users receiving recommendations from the Global Wellness Institute and the International SPA Association.

Purpose
We are here to celebrate the health of every skin on this planet.

Values
Eccentric: We are for those who are seeking something delightfully peculiar.
Imaginative: We ensures that every decision is informed and every outcome is exceptional.
Sprightly: We embody an amiable spirit, infusing every interaction with a festive and ecstatic energy.

Please contact if you’re interested in learning more.
Third-party images, text, and logos are the property of their respective rightsholders. They are intended for educational purposes as part of a student presentation and are used for demonstration only.

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