Able C&C A'PIEU Unveils New Slogan 'Stay Pure'

[Asia Economy Reporter Moon Hyewon] Able C&C's A'PIEU announced on the 8th that it has changed its brand slogan for the first time in two years.

A'PIEU's new slogan, 'STAY PURE.', embodies the brand's philosophy and message of pursuing sophisticated and transparently radiant beauty. It implies a change and direction to transform from a teen-focused brand emphasizing a lively and cheerful mood to a beauty brand that embraces sophistication and maturity, targeting people in their 20s.

Along with the changed slogan, A'PIEU also unveiled new beauty photos of its brand model, TWICE's Dahyun. The photoshoot features a stylish yet pure and clear image sensibly portrayed based on the renewed brand identity. Starting with the beauty photoshoot with Dahyun, the brand plans to actively carry out various marketing activities such as bus outdoor advertisements and SNS ads.

Additionally, A'PIEU introduces 'Madecassoside,' a bestseller and steady seller frequently used by model Dahyun, to customers with a new mood. Madecassoside is especially popular among the MZ generation for its skin-soothing effects.

The distribution channels will also be actively expanded. A'PIEU is increasing consumer touchpoints by expanding online sales channels, entering shopping platforms preferred by people in their 20s such as Abley, Zigzag, and Musinsa, while also strengthening entry into health and beauty (H&B) stores. This approach actively considers the shopping convenience of the MZ generation, who have expectations for daily life recovery after COVID-19.

This content was produced with the assistance of AI translation services.