Precision Eye Care

AHC, a leader in the global skincare market, has officially rebranded its T-SHOT line, showcasing a younger, more dynamic, and more precise version of itself for the emerging generation of skincare consumers. New Plan for the 29 to 39 demographic: Strategic pivot

Building on its decades-old No. 1 position in the domestic eye cream market, AHC's newest campaign targets the 29–39 age group. The move is part of a new market landscape where consumers are not only looking beyond skin-care products but also towards beauty devices and dermatological procedures. As the skincare market matures, demand is growing for high-tech beauty devices and clinical treatments. A unique opportunity we saw to provide a ‘skincare-first’ option for consumers who view clinical procedures as overly invasive or even more burdensome for minor skin concerns—the ‘Precision Strike’ Strategy.

AHC's research showed that for the 29–39 demographic, the "single fine line" around the eyes was a significant issue. But for many, medical devices or procedures are an "overkill", adding unnecessary irritation to larger areas. As a result, AHC created the ‘Precision Strike’ concept: a specialized T-shaped Guasha applicator and high-potency ingredients in the T-SHOT line to target specific fine lines surgically. To convey this instinctively, the campaign uses a hallmark “gun-shaped” pose, which symbolizes the product’s ability to “aim and shoot” at skin imperfections. Synergy with aespa’s Winter: The ‘Armamenter’. To encapsulate this daring idea, AHC chose Winter, a member of the global sensation aespa, as the campaign face. The “Armamenter” in the aespa universe, the character able to deal with any number of tools, Winter perfectly meshes with T-SHOT’s precision-strike style. In addition to her idol persona, “Winter’s sincere upbringing in a military family and her career aspiration to be a soldier bring an extra layer of authority and legitimacy to the campaign’s ‘shooting’ story.” It also reflects her global footprint as a powerhouse vocalist, to help AHC reach global markets. Explosive Market Response. The effort, which launched on Jan. 5, has already enjoyed astronomical success.

The campaign video reached 1.08 million views on its first day, and the Live Commerce, Naver Shopping Live session peaked at 277,000 concurrent viewers on the launch day. On Naver, the brand was #1 in the Beauty category and #2 across all categories. With the successful rollout of T-SHOT for the campaign, AHC is redefining the boundaries of functional skincare with precision, the future of anti-aging.

AHC is a worldwide skincare brand born in Seoul under the wing of private aesthetic clinics. It is famous for its "Aesthetic-grade" solutions that bring professional-grade skincare to consumers.