– The “My Kind of Sensitivity” community campaign highlights the authentic stories of four real customers to share how they embrace their unique skin sensitivities.
– The campaign was brought to life in a series of intimate portraits and interviews that reflect the brand’s philosophy of “Respect Your Sensitivity”.
– The project showcases how each individual uses signature products to build consistent routines that empower them to navigate their daily lives with confidence.
This past April, Dear Klairs launched its latest brand campaign – “My Kind of Sensitivity,” a community-centered project dedicated to highlighting the diverse ways sensitivity manifests in different individuals.
Moving beyond traditional advertising, the campaign focuses on authentic stories from brand fans to empower people to embrace their unique skin traits. By celebrating these real-life journeys, Dear Klairs illustrates how sensitivity can be accepted as a natural part of oneself rather than a problem to be solved.
The heart of this campaign lies in its open community casting, where Dear Klairs invited real customers to be the face of the brand. This approach ensured that the campaign remained authentic and grounded in the actual experiences of its customers.
Following the month-long casting process, the campaign was brought to life during a one-day shoot in Seoul. The collaborative environment captured the genuine energy and personalities of the participants, resulting in a series of intimate portraits and interviews that reflect the brand’s “Respect Your Sensitivity” philosophy.
The campaign features four distinct individuals, each bringing a unique perspective to what it means to live with sensitive skin:
Miseo : A theater actor navigating sensitivity on and off the stage. Long hours in heavy stage makeup left Miseo’s skin reactive and irritable, until she discovered the Blue Youth Activating Drop. She now encourages others to think of skincare as a way to respect oneself, and sees sensitivity as a sign to pause and take a deep breath.
Sara : Originally from Prague, Sara balances a busy professional career in Seoul with an active outdoor life. For nearly a decade, she has relied on the Blue Calming Cream to calm her skin from external stressors, using her sensitive skin as a reminder to slow down and listen to what her body needs.
Sina : After her move to Seoul, Sina struggled with dry and reactive skin that made it difficult to adjust to her new life. Discovering the Rich Moist Soothing Cream allowed her to build a routine that gave her the confidence to explore new chapters of her life without fear, and she encourages others to use skincare to do the same.
Umeda : A marketer and content creator who values authenticity in her life and content, Umeda trusts Dear Klairs for its honest and effective formulas. The Gentle Black Deep Cleansing Oil acts as her daily reset in dealing with aging stress, helping see her sensitivity as a reflection of the need for consistency over perfection.
Every story is a reminder that while everyone’s “kind of sensitivity” is personal, it’s something that deserves proper care, understanding and respect. The relatable content continues to garner comments of support on the brand’s official channels.
To see the full campaign films, exclusive interviews, and behind-the-scenes content, visit our Instagram and YouTube.