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Tag: Paul Lee

  • Netflix taps Toaster to hype global launch of its all-new TV interface in cinematic flair

    Netflix taps Toaster to hype global launch of its all-new TV interface in cinematic flair

    MUMBAI: If scrolling through endless titles has left your thumb sore and your brain fogged, Netflix just hit play on your salvation. The streaming giant has overhauled its TV interface and tapped creative agency Toaster to give the global launch the same drama and delight as its top-rated series.

    Instead of a by-the-numbers product explainer, Toaster served up a 60-second cinematic teaser channeling the emotion of binge-worthy storytelling. The spot, which is being shared across media and social platforms, walks viewers through the revamped experience that boasts simpler navigation, smarter recommendations, and an AI engine that reads you better than your best friend.

    Netflix’s refreshed interface, now rolling out globally, features persistent shortcuts for search, shows, movies, games, and a personalised “My Netflix” hub. As users browse, real-time recommendation rows update on the go, tailored to their habits. Title cards now highlight not just the synopsis and run time, but whether it’s award-winning, trending in the top 10, or helmed by a notable director.

    Toaster’s campaign leans into the streamer’s brand essence—making viewers feel something—and applies it to its own platform refresh. According to the agency, the goal was to invoke the same anticipation and emotion people feel when a new series drops.

    “Collaborating with Netflix on the launch of their new TV experience was an absolute privilege. This was a momentous milestone for their product, and we were honoured to support the campaign from the ground up. We’re incredibly proud to have played a part in bringing this to life”, said Toaster US MD Susannah Bard.

    Netflix’s product marketing manager Paul Lee added, “We thank Toaster tremendously for all the work in getting us here. We couldn’t have done it without the team’s support”.

    The new TV interface, already rolling out since early May, represents Netflix’s answer to content overload—designing a smarter, faster, and more intuitive content discovery journey.

  • Amorepacific, the most loved Korean beauty group, is joining Nykaaland!

    Amorepacific, the most loved Korean beauty group, is joining Nykaaland!

    Mumbai: Amorepacific India, a leading chain of K beauty brands, is super excited to announce its prominent participation in the Nykaaland event.This event is going to be a one-of-a-kind beauty adventure.

    Nykaaland is like a dreamland for beauty lovers, a space where you can explore an array of exceptional beauty experiences. And Amorepacific, with its famous brands like Innisfree, Laneige, Etude and Sulwhasoo, will be there too. From thrilling activities to fabulous prizes, our booth at Nykaaland is set to be the epicenter of excitement. Embark on a journey of boundless potential for your skincare and makeup routine at Amorepacific, From skincare to makeup, it’s your all-in-one destination for everybody. Engage in conversations with our beauty experts and discover invaluable tips and techniques to elevate your beauty regimen.

    Amorepacific India managing director & county head Paul Lee shared, Amorepacific is proud to be a part of this immersive world of beauty at Nykaaland.  With Nykaa’s partnership, we are excited to extend the reach of Amorepacific brands to a wider audience. Now, everyone can enjoy and experience the magic of self-expression, skincare, and makeup in an environment that sparks a newfound passion for beauty.”

    Amorepacific India assistant director & head Mini Sood Banerjee said, “Being a part of Nykaaland is a strategic move to fortify our brand’s presence and extend our offerings to the discerning Indian consumers who value premium beauty experiences. This event is a golden opportunity for us to introduce our cutting-edge products and unveil the magic of Korean beauty to the vast audience Nykaaland draws. It’s not just a showcase; it’s a marketing milestone that aligns perfectly with our mission to redefine beauty standards in India.”

  • INNISFREE unveils its fresh new identity

    INNISFREE unveils its fresh new identity

    Mumbai: The cult Korean beauty brand INNISFREE just unveiled an alluring new look, using the tagline ‘Clean Island, where clean nature and healthy beauty coexist happily.’ This fresh concept truly encapsulates what makes INNISFREE so beloved by beauty enthusiasts worldwide, getting one step closer to embracing nature in its entirety, a true reflection of healthy beauty. The rebrand includes a new visual identity, a refreshed website and much awaited new product updates.

    Active Green is an original colour developed by INNISFREE, a colour that exudes life and vigour, and will henceforth be seen consistently in the brand’s packaging system. By virtue of this rebranding, the brand that is one decade old, wholly intends to underline the efficiency and effectiveness of natural ingredients when it comes to nourishment, while also bringing the ingredient journey to life.

    INNISFREE has always strived to deliver clean, eco-friendly and vegan products, using science to deliver the best results. The new product range has been developed with a completely vegan grade formula. With its new identity, the brand emphasises the harmonious relationship between nature and beauty, highlighting the importance of a healthy and sustainable approach to skincare.  AmorePacific Group managing director Paul Lee said, “INNISFREE India celebrates a momentous milestone as it completes a decade of success in the country, and we are thrilled to mark this occasion with a refreshing new identity. As part of the transformation, INNISFREE proudly introduces a new logo and slogan that embody the brand’s commitment to embracing nature and pioneering healthy beauty. The brand’s new slogan, “Effective, Nature-Powered Skincare Discovered from the Island,” reflects INNISFREE’s can-do spirit in exploring the boundless potential of nature and the energy emanating from its new island.”

    INNISFREE’s intervention that helped breathe new life into Jeju island, the home of four energies of pure nature, is well-known, when the barren, rocky land was tenaciously cleared to sow the seeds of green tea. Green tea is now a mainstay heritage ingredient in many product lines, apart from the 12 other ingredients derived from the island’s land, sea, water, trees and flowers. With a give-back attitude to local communities, the beauty brand has ensured a cyclical approach to the ‘Clean Island, where clean nature and healthy beauty coexist happily.’

    The new brand identity is perfectly in union with the products that the current market demand trends are indicating, allowing INNISFREE to bring these carefully packaged marvels of nature to treat our skin with delicate, effective combinations that are yet suited to a variety of beauty demands, breathing life and vigour into our nourishment routines.

    INNISFREE introduces an all new Vitamin C Green Tea Enzyme Brightening Serum with their revamp. The new formula adds the Jeju Green Tea Enzyme to Vitamin C capsules for skin that is 4 times clearer while also simultaneously taking care of spot+peeling, leaving you to experience the brightness the next morning. Melting capsules developed with the technology of INNISFREE’s Green Innovation Lab softly melts absorbently into skin. The product has a low pH 9-formulated free formula, a 0.00 skin irritation score formula and is suitable to be used on a daily basis, leaving you with smooth and glowing skin.

    The iconic Green Tea Seed Serum is a groundbreaking product centred around the powerful hydrating efficacy of beauty green tea, ensuring skin stays radiant and moisturised all day long, for the ultimate ‘prime care’ to your skincare regimen. Each drop is carefully formulated to provide unparalleled nourishment and hydration, leaving you waving goodbye to dryness while saying hello to a rejuvenated complexion.

    With its revamped image and inspiring slogan, new unique formulations and high-quality solutions INNISFREE stands out, reaffirming  its position as a trailblazer in the beauty industry, setting the Green standard for clean and natural beauty products that promote overall well-being.