For the North Asia repromote of Lumi-Matte Foundation, my creative approach focused on delivering a refined story that aligned with local beauty preferences—natural, breathable and luminous. The strategy emphasized the product’s key differentiator: a longwear matte finish that feels lightweight and looks effortlessly radiant. The product’s texture and performance was highlighted through clean, close-up beauty shots, while showcasing wearability through lifestyle-driven motion and expressions of ease. The biggest challenge on this one was making a studio in Korea look and feel like NYC, while managing a smaller than usual budget. The final campaign lived across TV, digital, social and retail, offering a sophisticated take on longwear that resonated with North Asian consumers.