I led the U.S. brand positioning and Amazon launch strategy for YUNJAC, a Korean botanical skincare brand rooted in the "Whole Plant Effect" philosophy. This project focused on introducing an entirely new brand to the U.S. market — translating traditional Korean botanical science into a premium, glow-driven identity for Amazon shoppers. Key contributions: * Competitive Brand Positioning: Analyzed competitors including Lancôme, Laneige, Anua, NYX, and. Smashbox to position YUNJAC in the "Luxury & Sophisticated" quadrant, aligning it with premium beauty brands rather than mass-market alternatives. * Target Audience Definition: Defined the core audience as women 25–35 seeking clear, radiant, glass-like skin with visible texture and a natural tone. * Brand Tone & Moodboard: Established a Pure & Clean, Deep & Luxurious, Naturally Radiant tone, and built a visual moodboard around glow-driven visuals and minimal, precise messaging. * Ingredient-Led Storytelling: Translated YUNJAC's clinically-proven Vegan Glue Complex™ (+43.6% grip, silicone-free) into clear, benefit-first product messaging for the storefront and PDP. * Message Consistency: Carried the brand's "Nature Begins Your Balance" message consistently across storefront, PDP, and supporting content, balancing botanical warmth with scientific credibility.