The Only Self-Produced Channel Among Awarded Companies
500% Increase in Followers Within Just One Year of Operation
Cosmax, an Original Design Manufacturer (ODM) of cosmetics, received the Grand Prize in the Instagram category at the 'Social i-Award 2025' hosted by the Korea Internet Professionals Association.
The Social i-Award is a ceremony that selects the best internet services among social networking service (SNS) media platforms. The evaluation is conducted by a panel of over 4,000 internet experts, through online and presentation assessments. This year, a total of 273 companies and 335 social internet services competed across 9 categories in 6 platforms.
At the 'Social Eye Award 2025' ceremony held at EL Tower in Yangjae, Seoul, the Cosmax Instagram account managers are taking a commemorative photo. (From left) Namjung Lee, Cosmax PR Communication Team Staff, Yoonwon Seo, Cosmax PR Communication Team Leader. Provided by Cosmax.
Cosmax won the highest honor in the Instagram category. Among the award-winning companies, it was the only self-produced channel. The company was highly praised for transforming the content style, which had previously focused on technology introduction due to its business-to-business (B2B) nature, into formats preferred by the MZ generation (Millennials and Generation Z), such as vlogs and magazine-style content, thereby expanding the scope of communication.
In fact, Cosmax's Instagram account achieved remarkable results within just one year. Since the account's full-scale operation began in July last year, the number of followers has increased about fivefold, reaching 21,000. The total accumulated views have reached 9 million.
Among the posts, content that reinterpreted current trends and memes from the perspective of actual employees has gained popularity. This differentiated the account from typical corporate accounts and fostered a sense of brand intimacy.
Cosmax fully supported the Gen Z manager in charge of the account, enabling them to realize their ideas through a horizontal decision-making process. The company also made efforts to build rapport with followers by expanding two-way communication through corporate invitation events, comments, and messages. In particular, Cosmax posted videos introducing production plants that had not been disclosed to the public before, thereby increasing understanding of the company.
Cosmax plans to expand its global SNS channels to align with the trends of global clients and consumers in the United States, Japan, Southeast Asia, and other regions, in response to the spread of K-beauty through SNS channels.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
