Netizens Have Mixed Reactions To Innisfree Changing Brand Image And Models

“It feels so fake now…”

Innisfree is a Korean beauty products and skincare brand that’s popular for its affordable yet effective products.

Brand Identity (Before) | Innisfree

Many people have come to associate the brand with its natural and fresh image, reminiscent of Jeju Island.

Brand Identity (Before) | Innisfree

Innisfree’s store fronts often have an iconic wall of greenery that suits the brand identity.

Store Front (Before) | Innisfree
Store Front (Before) | Innisfree
Store Front (Before) | Innisfree

Previously, Girls’ Generation‘s Yoona became well-known as the Innisfree model who helped to portray a natural image of the brand.

Model (Before) | Innisfree

However, after 11 years as the face of the brand, her contract ended in 2020.

Model (Before) | Innisfree 

Similarly, Innisfree was known for its branding, including the logo and packaging.

Logo (Before) | Innisfree
Packaging (Before) | Innisfree
Packaging (Before) | Innisfree

Recently, Innisfree began changing its brand identity in order to remain trendy.

Brand Identity (After) | Innisfree

One of the most notable changes was the packaging design. However, many people had mixed opinions on the new look. Some believed the new packaging gave off a pharmaceutical vibe and lost the initial natural feeling of what makes people love Innisfree.

Packaging (After) | Innisfree
Packaging (After) | Innisfree

The models of the brand have changed as well, adding IVE‘s Jang Wonyoung and SEVENTEEN‘s Mingyu to the list.

Models (After) | Innisfree

Netizens believe the idols have a trendy appearance that may match the new image Innisfree is trying to create, but overall, may not convey the original feeling of the brand.

Model (After) | Innisfree
Model (After) | Innisfree

Similarly, the store fronts have also changed dramatically. The logo has been modernized and the original shade of green grass has been altered for a more bright, eye-catching choice.

Store Front (After) | Innisfree

However, this has also lead to mixed opinions, as many believe the brand has lost what originally made it unique and notable.

  • “It’s my first time learning that the green color could hurt your eyes”
  • “The before was better, same goes for the models”
  • “They went from nature to a pharmacy”
  • “They kind of have that sporty image now. It’s clear that the change made them fit the current trend better but their charms seem to have disappeared..? I liked their natural aura”
  • “I prefer the after though..”
  • “Their natural image was so good, these fools… They threw away the image that people thought of as soon as you mentioned ‘Innisfree'”
Store Front (After) | Innisfree
Source: theqoo