Innisfree Takes Green Tea Ceramide Mist Beyond the Bathroom in Global ‘Supercharged’ Campaign

TUX Creative House builds a social-first hydration habit for the Green Tea Milk franchise

For the global launch of Green Tea Ceramide Mist, Innisfree’s “Supercharged” campaign brings the product into the hours beyond the bathroom routine. Running through November, the work aims to turn new consumers, existing fans and Green Tea Ceramide Milk Toner users into habitual Mist users.

Building on the previous season’s “Supercharged” platform, the campaign strengthens Green Tea Milk’s product equity and expands the franchise from a morning routine into a repeatable, real-world habit. The Milk builds belief in the franchise; the Mist extends it through the day.

The campaign runs on OOH and organically and through paid social across North America, Asia, Australia and EMEA. TUX Creative House won the project in March 2026 and built the work around three product cues, Green Tea’s energising authority, Milk’s rich, deep hydration, and the glowy, plump-looking skin associated with the two ingredients together.

TUX developed the strategy, messaging platform, creative direction, visual system and content approach. Each asset began as an individual social-first storyboard, with 35 stills and key visuals, two anime videos and 15 videos of up to 15 seconds. Production spanned two shoots, one in Seoul with global ambassador MINGYU and one in Los Angeles with a global cast.

The content carries the hydration experience beyond the bathroom counter. The Green Tea Ceramide Milk Toner anchors the routine, while the Mist extends it through the day. Innisfree and TUX also developed a global campaign toolkit, plus experiential and retail creative that includes a scalable pop-up concept and merchandise platform for local market use.

Korean beauty language helped shape the campaign’s visual system. Expressions such as “chok chok” and “taeng taeng” evoke juicy, bouncy, deeply hydrated skin. TUX translated those ideas into gelatin and jelly assets, alongside sensory cues including milk pouring across skin, green tea leaves in motion, droplets hitting glass and mist settling on the face. Sonic details hinted at how the product works before the visuals explained it.

To tease the Mist’s launch and add another visual language to the campaign, TUX partnered with a Paris- and Seoul-based anime studio on a two-part video series. Anime’s heightened visual style, including sparkle moments, power-up sequences and expressive sound effects, suits short-form video, where the opening seconds and sound design can help capture attention. The campaign research supplied for this project states that more than half of Gen Z identify as anime fans.

“Many campaigns start with one big story and break it into smaller pieces. We built each asset to do its own job, with sound and texture that make hydrated skin feel almost tangible through the screen,” said Chelsea Matthews, VP Creative and Partner at TUX Creative House.

Source: TUX Creative House

  Chelsea Matthews, Green Tea Milk, hydration, Innisfree, TUX Creative House