Completion Korea, Developing Holistic OBM for the Birth of a Power Brand

[Completeon Korea CEO Hong Seung-woo]

There is a Korean brand that has captured the attention of the North American beauty industry by achieving over 200% sales rate per minute immediately upon entering the largest TV home shopping channel in the United States, and exporting more than 200,000 units of a single product at once to a major beauty e-commerce platform with 2 million members. The brand is ‘SERUMKIND’. It is a pilot brand launched as part of the ‘Buoy Project’, strategically operated by ‘Completion Korea’ (hereafter Completion), an OBM specialized company, to provide clients with live data and insights necessary for brand and product management. SERUMKIND is currently recognized for its excellent product quality and brand sensibility, having entered not only the domestic market but also North America’s luxury department store ‘Neiman Marcus’, beauty subscription service ‘FABFITFUN’, video review-based beauty e-commerce ‘Flip’, the largest TV home shopping ‘ShopHQ’, and high-end select shop ‘SSENSE’. Since last year, it has also signed exclusive contracts with major distributors in Europe and the Middle East, starting sales at Germany’s ‘Niche Beauty’ and Russia’s ‘L’etoile’, growing into a global brand.

Seungwoo Hong, the creative director and CEO of Completion, is a designer and brand consultant who has developed power brands and designed BX (Brand Experience) across consumer goods such as Shinsegae International’s ‘VDIVOV’, LG Electronics’ ‘TROMM’, KT&G’s ‘Raison’ and ‘Esse’, Hankook Tire’s ‘T Station’, Amorepacific’s ‘VB Program’, Yuhan-Kimberly’s ‘Green Finger’, and Unil Electronics’ ‘Glam Farm’. The ‘Buoy Project’ is also a research model he conceived, incorporating his long-standing consulting insights.

[Stupa (left), Serumkind (center), Youthdesk (top), Bizico (bottom)]

CEO Seungwoo Hong operates ‘Brand Lab’, a total OBM service with a single development alignment from brand to product, based on Completion’s founding principle of ‘Complete & One’ for branding. Completion, led by him, has many corporate clients including large enterprises and is known in both consulting and manufacturing industries for its unique and practical service model. CEO Hong explained, “Completion Brand Lab provides A to Z services necessary for the birth and growth of brands, including brand, design, product planning/development, pricing strategy, content production, and sales support, focusing on the difficulty new entrants face in the consumer goods market to effectively develop and internalize product lines with a consistent brand voice. It offers a holistic OBM experience with differentiated strategy, creativity, and quality, unlike typical product supply-centered OBM methods.”

Since last year, Completion has been building and overseeing strategy, development, and supply of product lines for high-sensitivity new brands such as ‘YOUTHDESK’, a young derma care brand launched by K&BCos, a domestic distributor of famous overseas beauty brands like Kanebo, RMK, and Molton Brown, through its subsidiary; ‘ESTUFA’, a body-gardening brand of HLL Joongang, publisher of , , , and ; ‘VISTAMENA’, a city golfer lifestyle brand of BA Vista CC; and ‘Busyco’, an American eco-friendly body care startup, attracting significant industry attention.

Completion is preparing to launch new brands and products in the second half of this year through collaborations with domestic and international companies such as Yaksun Myungga, Cascadia, B&B Company, and City Connect. CEO Hong stated, “Completion has been recognized for its comprehensive capabilities to persuade consumers and set trends, resulting in a flood of project requests from various industries at home and abroad. Completion’s dedicated crews in each field work organically like internal members of partner companies, moving like a three-legged race. We will strive to be recognized as an essential pathfinder for our partners’ growth trajectories in the global market.”