Project Description

What: Consumers in Shanghai are using beauty products from Innisfree, a company that mixes ingredients from the Korean island of Jenju.

Why: Innisfree draws on the public perception of Jenju as a pure, un-polluted island haven. Ingredients include volcanic ash, natural spring water and local plant extracts, which, to consumers plagued by hygiene scandals across several industries, is an attractive alternative to beauty products made domestically.