I led the U.S. brand positioning and Amazon storefront strategy for CKD (Chong Kun Dang), a skin-health functional cosmetics brand backed by Korea's No.1 health functional food company since 1941. This project focused on translating an 80-year pharmaceutical legacy into a bold, energetic neck-care brand that could win attention on Amazon and TikTok simultaneously. Key contributions: * Competitive Brand Positioning: Analyzed competitors including StriVectin, Skin & Lab, Petite Pluie, be+wants, and Perricone MD to position CKD in the "Fun & Bold, Premium" quadrant distinct from both luxury-simple and affordable-fun alternatives. * Target Audience Definition: Defined the core audience as women 20–40 concerned with wrinkles and lifting in the neck area, a commonly overlooked zone prone to early aging. * Brand Tone & Moodboard: Established a Bouncy, Colorful, Clean Beauty, Energetic tone built around dermatology, ingredient abundance, and a signature pink color system. * Viral-to-Storefront Bridge: Structured the storefront to carry TikTok-driven momentum ("Pat the Collagen, Tap to Glow") directly into a cohesive Amazon shopping experience. * Message Consistency: Anchored the brand's "Sharp Jawline, Easy Beauty Routine" promise across storefront, PDP, and heritage storytelling ("CKD Healthcare, Founded in 1941") to balance fun energy with pharmaceutical credibility.