[MyPerson] "Cosmetics Analysis App 'Hwahae' Growth, Thanks to Harmony and Effort Among 2030 Employees"

⑭Jeong Dahee, Head of Birdview Advertising Team

"Hwahae, a Must-Have App Before Buying Cosmetics"
"Main Consumer Group, Women in Their 20s and 30s"

‘Hwahae: Interpreting Cosmetics’ There is a company that has analyzed the ingredients of over 4,000 brands and more than 330,000 cosmetic products, providing this information to consumers and surpassing annual sales of 50 billion KRW.

Jang Da-hee, Head of Advertising Business Team at Budview, the operator of beauty platform 'Hwahae'. Photo by Moon Hye-won

Birdview developed Hwahae, a beauty application (app) meaning "interpreting cosmetics," in 2013, and has rapidly grown with over 12 million cumulative downloads to date. Hwahae analyzes the ingredients of more than 330,000 domestic and international cosmetic products and provides information to consumers. It explains chemical ingredients that are difficult for consumers to understand in simple terms and informs whether they are harmful or harmless to the human body.

The department responsible for and leading Birdview’s rapid growth is the Advertising Business Team. On the 6th, at Birdview’s headquarters in Seocho-gu, Seoul, we met with Jeong Da-hee, head of Birdview’s Advertising Business Team, who explained, “The Advertising Business Team, established in 2016, strives to make the Hwahae app known to more consumers.”

Currently, the team consists of 14 members divided into three parts: sales, operations planning, and business planning. The sales part explores short- or mid- to long-term business plans together with advertisers. The operations planning part manages cosmetic advertisements. The business planning part plays a role in enhancing brand growth and Birdview’s revenue through strategic planning and discovering new growth engines.

Major small and medium-sized cosmetic companies that have grown through Hwahae include Round Lab, famous for its ‘Dokdo Toner,’ Mediheal, which achieved sales success with its mask packs, and Skin1004, which gained word-of-mouth by donating sun care products to soldiers deployed with the Cheonghae Unit.

In the second half of last year, Mediheal aimed to expand its product line beyond mask packs to include toners, lotions, and ampoules covering overall skincare. At this time, Birdview’s Advertising Business Team provided full support. Team leader Jeong said, “Using our internally developed ‘Brand Boosting Package,’ we enabled consumers to experience cosmetics and leave reviews on the Hwahae app,” adding, “Mediheal’s transactions through the Hwahae app increased by 812% over the same period last year in the recent five months.”

The Advertising Business Team is composed of young employees born between 1999 and 1987. Jeong explained, “Young employees who run social networking services (SNS) like Instagram and act as influencers tend to quickly grasp marketing trends,” noting that since women in their 20s and 30s are the main users of the Hwahae app, having employees of the same age group allows them to better and faster understand these consumers’ needs.

She continued, “I praise the Advertising Business Team for their strong will and capability to achieve high goals, as they hold discussions after completing tasks and reflect these in the next tasks to produce better results,” adding, “The ‘One-Team’ spirit among all members creates a positive effect that raises passion for the entire company.”