Nutrition Expert-Created Inner Beauty Brand BB Lab Announces New Slogan 'Beauty Base'
On the 13th, BB Lab, an inner beauty specialized brand operated by NutriOne Co., Ltd. (CEO Kwon Jin-hyuk), a company specializing in health functional food brands, announced a full rebranding.
Since its launch in 2019, BB Lab, which has delivered healthy beauty centered on collagen products, has undertaken rebranding to provide an inner beauty solution encompassing the entire body, including Skin, Body, and Mind. Under the brand mission "Inside makes Outside," the strategy is to offer fundamental solutions for beauty.
First, based on the expertise in health functional foods possessed by its parent company NutriOne, BB Lab proclaimed itself as an "inner beauty specialized brand created by nutrition experts" and announced a new slogan, "Beauty Base." Beauty Base means "the source of beauty that creates and sustains beauty," conveying the brand's story of awakening and preserving the potential beauty that women possess through BB Lab’s fundamental solutions.
Additionally, major changes were applied, including changes to the brand logo, colors, and models. In the Basic line, BB Lab was represented as a lively routine by using a brand logo with curves and brand colors of yellow, symbolizing vitality, and purple, representing a noble image. In the Signature line, a logo with sculptural points was selected along with soil brown color symbolizing the earth and organic ivory color expressing pure beauty, embodying BB Lab’s expertise and know-how.
Furthermore, BB Lab newly launched the rebranding commemorative new product, "Low Molecular Collagen Intensive 4 Types." The product enhanced functionality by applying the proprietary formula SF3X-7, which contains BB Lab’s unique technology and know-how, and adopted package designs inspired by flowers, leaves, and fruits based on the new brand logo and colors. Flowers symbolize youthful beauty, leaves represent inner care for tension relief, fruits imply skin health, and the tree connecting them symbolizes a healthy and energetic body. Through these four elements, BB Lab plans to continuously convey its brand direction of finding and researching the source of beauty.
The Low Molecular Collagen Intensive line of four products will first be available on NutriOne’s official mall and Naver Smart Store, with plans to gradually expand sales channels. In August, a brand film produced as part of the rebranding campaign will also be released.
Jang Ye-won, Director of Brand Marketing at NutriOne, said, "We hope that the brand value and story that BB Lab wants to newly convey through this rebranding will be well communicated," adding, "The most valuable beauty solution lies in fundamental care, and BB Lab plans to provide the most professional inner beauty solutions to awaken and preserve the potential beauty that women possess."
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