Yuhan-Kimberly Launches 'Lilyu' Special Edition Planned by Customers
LilyU Supporters 'OnlyU' 33 Members' Ideas and Consumer Votes Lead to New Product Creation
[Asia Economy Reporter Kim Cheol-hyun] Yuhan-Kimberly announced on the 5th that it has launched a special edition of the baby wet wipes brand Lilyu, directly planned by 'fansumers.' Fansumers is a compound word of fan and consumer, referring to consumers who participate directly in product planning and help grow products or brands.
Yuhan-Kimberly explained that 33 'Onlyu' members selected as fansumers of Lilyu proposed ideas reflecting their individual personalities for the launch of Lilyu's special edition, and consumer voting was conducted on virtual drafts that materialized these ideas. Through this process, the final selected idea was reflected in the product packaging, creating the new design 'Pure Onlyu Fansumer Edition.' The new product is available for purchase on Yuhan-Kimberly's own mall, MamQ, among others.
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A Yuhan-Kimberly official said, "With the support of Lilyu customers' interest, we planned the supporter program," adding, "The supporters 'Onlyu' not only proposed product development ideas over the past three months but also directly experienced Lilyu, communicated, and took the lead in branding."
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