You are Life – INNORED 2023 | Clapboard Ad Archive

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You are Life - RBFY | Clapboard Ad Archive

RBFY’s 2023 campaign You are Life redefines beauty marketing by centering the lived experiences of mothers, particularly single mothers, through a children’s book that celebrates the emotional and physical journey of pregnancy and motherhood. Developed by INNORED in South Korea, the campaign breaks conventional beauty industry norms by shifting focus from product-centric storytelling to an empathetic narrative that validates the complex realities women face during pregnancy, childbirth, and childcare. The children’s book serves as a poignant medium to communicate the brand’s philosophy that both mother and child embody invaluable life forces, portraying pregnancy not as a medical condition but as an adventurous and transformative process marked by vulnerability and strength. Recognizing the lack of representation for single-parent families in traditional children’s literature, RBFY crafted this bespoke story to resonate authentically with mothers raising children alone, addressing the emotional challenges their families encounter and providing children with affirming narratives free from absent-father archetypes. The brand’s commitment to inclusivity extends beyond storytelling; it actively engaged its core audience throughout the creative process, conducting surveys and soliciting feedback via Instagram to refine the book’s content and illustrations. This co-creative approach ensured the narrative was accessible and engaging for children while fostering a meaningful connection between RBFY and its community of mothers, reinforcing the brand’s identity as a trusted advocate rather than a mere cosmetics provider. By condensing multiple storylines into one focused volume, RBFY enhanced the book’s readability and impact, demonstrating a deep understanding of the cognitive needs of young readers. The campaign’s strategic use of FORMAT#10—Associated User Imagery as classified by Clapboard—places real mothers and their experiences at the heart of its communication, making the brand’s messaging relatable and aspirational without resorting to dramatization or conventional beauty tropes. The You are Life campaign earns 72/100 in Clapboard’s global creative archive. This campaign matters to the industry because it signals a shift toward holistic brand storytelling that transcends product promotion to authentically engage underserved audiences through culturally sensitive narratives and participatory creation.

Credits

Client

RBFY

Agency

INNORED

Category Mind Map

48%

RBFY’s campaign "You are Life" centers on the value and resilience inherent in motherhood, emphasizing the emotional and physical journey women experience through pregnancy and childcare. The brand positions itself not only as a beauty company but as a supporter of mothers, particularly acknowledging the unique challenges faced by single-parent families. By creating a children’s book that celebrates life and addresses diverse family structures, RBFY extends its brand promise beyond traditional cosmetics to foster emotional connection and inclusivity. The book serves as a narrative tool to affirm the importance of both mother and child during pregnancy, framing the experience as an “exciting adventure” that is equally significant for the mother’s identity and well-being. The campaign’s market strategy leverages the insight that family representations in children’s literature often exclude or marginalize single-parent households, which can inadvertently create feelings of exclusion for children of single mothers. By producing a bespoke children’s book tailored for single-parent families, RBFY addresses this gap, signaling empathy and relevance to a specific, often underserved segment of its audience. Additionally, the brand integrates consumer co-creation into the development process, gathering feedback from mothers and children via surveys and social media to enhance engagement and ensure the content resonates authentically. This participatory approach strengthens community bonds and positions RBFY as a brand that listens closely to its core demographic. Ultimately, the campaign contextualizes beauty as holistic care that encompasses emotional support and representation, thereby differentiating RBFY in the competitive Korean beauty market.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign is centered around mothers, particularly single mothers, who have experienced pregnancy and childcare challenges—both as the faces behind the brand and as the intended audience for the children’s book. The campaign emphasizes involving real mothers in the creative process (surveys, feedback) and portrays their real-life concerns, making the brand and its communications relatable and aspirational for its core user base. Rather than dramatizing product benefits, telling a classic story arc, or parodying genres, the campaign positions RBFY as a brand that understands and represents the lived experiences and aspirations of its target users, using them as its inspirational imagery and central point of identification. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Amorepacific – Market Positioning As South Korea’s largest beauty conglomerate, Amorepacific leverages advanced R&D and natural ingredients to deliver premium skincare and cosmetics. It emphasizes innovation, tradition, and wellness, targeting a broad demographic from luxury to mass markets, with strong global expansion efforts distinguishing its brand. 2. Innisfree – Market Positioning Innisfree positions itself as an eco-friendly, nature-inspired beauty brand that offers affordable yet effective skincare rooted in Jeju Island’s natural extracts. It appeals to younger consumers who prioritize sustainability and clean beauty, combining accessibility with a commitment to environmental responsibility. 3. Hera – Market Positioning Hera establishes itself as a luxury beauty brand focusing on sophisticated, high-performance skincare and makeup. It targets modern, urban women seeking elegance and confidence, emphasizing cutting-edge technology and stylish design to differentiate within the premium beauty segment. 4. Dr. Jart+ – Market Positioning Dr. Jart+ blends dermatological science with artful branding to offer innovative skincare solutions, particularly known for its BB creams and dermatology-inspired products. It appeals to skincare enthusiasts valuing efficacy and creativity, bridging the gap between clinical and lifestyle beauty. 5. Clio – Market Positioning Clio is recognized for its trendy, bold makeup products designed for young, fashion-forward consumers. By combining edgy aesthetics with high-quality performance, Clio positions itself as a leader in Korea’s cosmetics market, appealing strongly to millennials and Gen Z with dynamic branding and influencer partnerships.

Q: What is You are Life about? A: You are Life is a 2023 campaign by RBFY, a Korean cosmetic brand founded by mom influencers, created to honor the emotional and physical journey of pregnancy and motherhood. Developed by the agency INNORED for the South Korean beauty market, the campaign centers on a children’s book that celebrates life and the resilience of mothers, particularly single mothers. The book portrays pregnancy as an exciting adventure and addresses diverse family structures to provide comfort and inclusion for children raised by single-parent families. This campaign extends RBFY’s brand promise beyond skincare to foster emotional connection and support for mothers. Q: What creative device does You are Life use? A: You are Life employs FORMAT#10 ASSOCIATED USER IMAGERY according to Clapboard’s 12-format taxonomy. This creative device focuses on portraying a user profile that the target audience can relate to or aspire to. The campaign centers on real mothers, especially single mothers, who have experienced pregnancy and childcare challenges, using their lived experiences as the inspirational imagery. By involving these mothers in the creative process and reflecting their genuine concerns, the campaign creates authentic identification and emotional resonance with its core demographic. Q: What is the campaign proposition for You are Life? A: The campaign proposition for You are Life positions RBFY as a beauty brand that supports mothers by acknowledging the emotional and physical challenges of pregnancy and childcare. It speaks directly to mothers, including single-parent families, emphasizing the value and resilience inherent in motherhood. By creating a children’s book that celebrates life and diverse family structures, RBFY extends its brand promise beyond cosmetics to foster inclusivity and emotional connection. This approach differentiates the brand in the Korean beauty market by framing beauty as holistic care encompassing representation and emotional support. Q: How does You are Life rank in Clapboard's archive? A: You are Life holds a Clapboard Campaign Score of 72/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the beauty category. The rating is issued by Clapboard’s global ad archive, which evaluates campaigns based on their innovation, resonance with audiences, and overall impact in their market context. Q: Who are the competitors in RBFY's category? A: RBFY competes in the Korean beauty market alongside major brands such as Amorepacific, which leverages advanced R&D and natural ingredients to deliver premium skincare across luxury and mass segments. Innisfree appeals to younger consumers with its eco-friendly, nature-inspired products rooted in Jeju Island’s natural extracts. Hera targets modern urban women seeking sophisticated, high-performance skincare and makeup with a luxury focus. Dr. Jart+ blends dermatological science with creative branding, known for innovative BB creams and clinical-lifestyle crossover products. Clio stands out with trendy, bold makeup designed for fashion-forward millennials and Gen Z consumers through dynamic branding and influencer partnerships.