“Our vision is to transform Juvellook from a popular Korean product into a globally recognized medical aesthetic brand, renowned for its technological prowess and quality,” says Park Jong-hyun, Chief Executive Officer (CEO) of VAIM. Park’s ambition extends beyond merely boosting international sales. Following the company’s recent foray into the Chinese market, he aims to broaden VAIM’s global footprint while maintaining a focus on medical expertise and actively promoting the brand to consumers.
Industry sources reported on Monday that Juvellook is a medical aesthetic product based on the biodegradable polymer PDLLA. VAIM has secured its competitive edge through proprietary particle design technology and extensive production expertise. The company has recently ramped up its consumer-oriented brand marketing efforts, notably by signing actress Kim Yoo-jung as their exclusive brand ambassador.
Park emphasizes the critical synergy between technological excellence and brand recognition. He believes that sustainable growth in the global market hinges not only on medical professionals’ trust in the product’s features and quality but also on consumer awareness and interest in the brand.
Chinese Market Entry: Building Trust Beyond Sales
VAIM sees China as a pivotal market for its global expansion strategy. The company recognizes significant growth potential there, not just due to the market’s size, but also because of the increasing interest in aesthetic medical products among both medical professionals and consumers.
The strategy is to focus on establishing a strong brand presence in the local market rather than pursuing short-term sales gains, Park explained. It plans to intensify educational initiatives and academic exchanges for medical professionals while collaborating with local partners to develop the distribution and marketing infrastructure.
Unlike conventional consumer goods, the success of medical aesthetic products in the market heavily depends on the understanding and trust of medical professionals. Park believes it’s crucial to maintain ongoing communication with local medical experts, sharing product specifics and treatment-related information while building a body of academic experience.
Park emphasized that the goal is for Juvellook to be recognized for its technological excellence and quality, rather than simply being chosen because it’s a Korean product. It sees the entry into China as a springboard for evolving into a brand that resonates globally.
PDLLA Technology: The Competitive Edge Driving Product Line Expansion
Juvellook’s competitive advantage stems from its innovative use of PDLLA technology. VAIM has enhanced its product competitiveness through patented porous mesh structure technology and over a decade of production expertise.
Last year, responding to the diverse needs of medical professionals, the company introduced four product variants with different particle sizes. This expansion aims to address various skin layers and treatment objectives.
Even when using identical raw materials, product characteristics can vary significantly based on particle properties, manufacturing processes, and final formulations. Consequently, maintaining consistent quality through robust production capabilities is paramount. VAIM is committed to strengthening both its research and development (R&D) efforts and its production technology and quality control measures to build the trust necessary for success in international markets.
Park noted that for the technological edge to gain recognition in the real-world market, it must be underpinned by the trust and clinical experience of medical professionals. In China, it’ll focus on enhancing understanding of the products through academic activities and education, linking the technological and quality advantages to the brand strength.
Kim Yoo-jung as Brand Ambassador: Expanding Consumer Reach
As consumers increasingly research treatments and products independently and compare brands, VAIM is expanding its consumer touchpoints. The appointment of actress Kim Yoo-jung as Juvellook’s exclusive brand ambassador is a key part of this strategy.
The company is promoting the brand through television (TV) and digital advertising campaigns and pop-up events. They’ve also established a flagship store, creating a space where consumers can naturally engage with Juvellook. This initiative aims to extend the brand’s presence beyond the professional medical sphere and into everyday consumer life.
Moving forward, VAIM plans to maintain its dual-track strategy: presenting a relatable brand image to consumers while providing medical professionals with detailed technical information about their products.
Global Reach: From Juvellook to VAIM
VAIM currently exports Juvellook to 75 countries. Beyond China, the company sees Latin America, particularly Brazil, as a strategic hub for regional expansion.
As VAIM’s international presence grows, diversifying beyond specific countries or individual products becomes increasingly important. The company plans to leverage the technology and business acumen gained from Juvellook to broaden its product portfolio, while also strengthening academic collaborations with global medical professionals and refining its localization strategies.
Park emphasized that the long-term vision is to make VAIM synonymous with Juvellook’s achievements. It aims to create a virtuous cycle where the success of individual products fuels new product development and business expansion, and where trust in the company supports the global launch of future innovations.
◇ Park Jong-hyun, CEO of VAIM: A Brief Profile
△ Ph.D. in Aerospace Engineering, Stanford University △ Former consultant, Boston Consulting Group (BCG) △ Former Head of Business Division, SK Chemicals △ Former Head of New Business Development, SK Discovery △ Former Head of Management Support, SK Chemicals △ Former Head of Strategic Planning, SK Bioscience △ Current CEO, VAIM Co., Ltd.