01
Act 1 · The arrival
K-TOX lands from Seoul: the suitcase, the boarding pass, the in-flight moment.
All work
K-beauty’s toxin, arriving.
- Client
- Letybo, Hugel’s neurotoxin in the US
- What we did
- Brand strategy, the K-TOX campaign and a hero film
- Where it runs
- Social, provider and patient materials
- The brief
- A new name in a category with decades of incumbents: Hugel’s neurotoxin, launching in the US with a strong record in Korea and no name recognition here.
- The insight
- Americans already trust K-beauty. They just had not met its toxin.
- The idea
- Give the arrival a cultural handle: K-TOX, the K-beauty name for it, always shown with the full product name.
Branday built the brand system, shaped the K-TOX launch idea, produced the hero film and the social, and gave providers and patients what they needed to talk about it, all inside medical, legal and regulatory review. Strategy builds the story. Content shapes the language. Performance refines the results.
The concept
One idea, three acts.
The launch, told as a trip: from Seoul to LAX, and from LA to every state.
02
Act 2 · Now a local
K-TOX has a zip code now: an LA moment, built to be reposted by the culture.
03
Act 3 · 50 states, one standard
From the West Coast to every state, with the product name on every end card.
The film
The arrival, told as a trip.
A 21:9 hero film follows a K-TOX suitcase from Seoul to LAX, with the full safety information as its end card. Its frames carry the social and the email.
The name
A name that travels.
K-TOX on a digital truck, a sticker and a silk scarf, carried across the launch.
Both sides of the chair
For the provider, and the patient.
The same team writes for injectors and for patients, with different rules for each, and every piece clears review.
For the provider, in the practice
For the patient, in their hands
Every season
The vial, every season.
Packshots and seasonal refreshes that keep the feed new, each one true to the approved product presentation.
One team
From a name nobody knew to a launch people talked about.
Agents carry the volume; a named lead signs off on every file before it ships.
0services, one team
0acts, one idea
0audiences: injectors and patients
0review standard, from the first draft