I led the U.S. brand positioning and Amazon launch strategy for JUVELOOK, a clinic-inspired functional skincare brand built around PDLLA-based collagen technology. This project focused on introducing an entirely new brand into the collagen mask category positioning it as a premium newcomer distinct from established players like SK-II and Rejuran. Key contributions: * Competitive Brand Positioning: Mapped JUVELOOK against SK-II, Rejuran, Medicube, and BIODANCE across price and brand awareness, positioning it in the high-price, low-awareness "Niche" quadrant with a clear growth path toward SK-II's "Premium/Known" territory. * Target Audience Definition: Defined the core audience as women 30–40 seeking clinic-level collagen results through an at-home ritual. * Brand Tone & Moodboard: Established a Clean Clinical, Glowing Minimalism, Soft Premium, Quiet Confidence, Scientific Elegance tone to balance clinical credibility with understated luxury. * Product Innovation Storytelling: Translated the PEPTISCULE™ delivery system and 2-Step Fresh Mix Activation into clear at-home ritual messaging, framing a technical mechanism as a premium, clinic- inspired experience. * Message Consistency: Carried the brand's "Clinic Science. Home Ritual." positioning across storefront and PDP, reinforcing category-defining language ("new-gen collagen mask") rather than competing on price against lower-cost alternatives.