Notes from the field
A Korean beauty creator, the brand and the city
A few days with a beauty creator from Korea. A product briefing from the brand, visits to the stores that carry it, and shoots for her posts, all as one continuous trip.
For beauty creators visiting Japan, the order matters: learn the product, see where it is sold, then introduce it in your own words. Hearing directly from the brand before going to the store changes how she reacts in front of the shelf. The look on her face when she spots a product she already knows is not something we can direct.
Our role is to stand between the brand and the creator and turn the schedule, interpreting, store scouting and the review of post wording into one flow. On the day it is best to keep a little distance and photograph her photographing. This picture is one of those.
text & photo: News & Coffee