Dr. Jart+

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Dr. Jart+
Founded2004
FounderLee Jin-wook
Headquarters
Seoul
,
South Korea
Area served
Worldwide
ProductsSkin care
Revenue
  • Increase US$500 million (2019)
ParentHave & Be
Estée Lauder Companies
Websitedrjart.com

Dr. Jart+ (Hangul: 닥터자르트; read simply as Doctor Jart) is a South Korean skin care brand. It was created in 2004 by entrepreneur Lee Jin-wook, with consultation from dermatologist Dr. Jung Sung-jae.[1] Their name is an abbreviation of "Doctor Joins Art", which reflects their positioning philosophy as "a fusion of dermatological science and art".[2]

Dr. Jart+'s best-selling products include moisturizers from their Ceramidin and Cicapair lines, "rubber" face masks and BB creams.[3][4] The brand is noted as the first to introduce BB creams to the American market in 2011.[5][6] Dr. Jart's parent company, Have & Be, was acquired by Estée Lauder in 2019.[7]

History[]

In spring 2003, entrepreneur Lee Jin-wook (Korean: 이진욱) was waiting in the lobby of a dermatology clinic in Gangnam, Seoul, as he observed a group of young women enthused by a product on display, which was BB cream.[8] He began to research the product closely, and later left his post at an architectural firm to focus on his venture. Dr. Jung Sung-jae (Korean: 정성재) had been working out of his own Seoul practice since 2001, where he was constantly testing new treatments for his patients with severe skin issues.[9] Lee approached him to invest and consult on Dr. Jart+, with the intent to bring Jung's formulations to a wider audience.[9] The name "Jart" was initially coined as a portmanteau of "Jung" and "art".[8] Jung remains as the brand's chief dermatologist.[10]

A product from Dr. Jart+'s Water Fuse collection on display.

Dr. Jart+ was in development for three years before being exclusively introduced to dermatology clinics.[1] It was launched in December 2004 with a capital of 50 million won (roughly US$47,000 in 2019).[8] Dr. Jart+ was first sold through e-commerce, which Lee described as a "rarity" in the cosmetics industry.[8] Its revenue in 2005 only amounted to 500 million won, but began to increase through word-of-mouth on online retailer SkinRx Lab. By 2008, its sales amounted to seven billion won.[8]

In its early days, Lee focused extensively on exporting Dr. Jart+ outside of Asia, strategizing that the brand's popularity in Asian territories would follow after pioneering more "difficult" markets first.[11] The brand partnered with Japanese department store Takashimaya in June 2009 to offer their products at its now-defunct Fifth Avenue location, which effectively made Dr. Jart+ the first Korean brand since Amorepacific to have a presence in New York.[8] It entered the greater American market in early 2011 with cosmetics retailer Sephora, offering two BB creams at ten of its locations at the time, which was a "hit".[11][5] The New York Times credited this launch as "[paving] the way for a Korean beauty invasion of the United States" and spawning iterations from L'Oreál to Dior.[5] The brand has since expanded to selling 50 products at all Sephora outlets.[11]

Products[]

A Dr. Jart+ gift set featuring an assortment of samples from their Cicapair and BB Cream lines.

Dr. Jart+ is composed of nine lines, each focused on a specific ingredient or skin issue:

  • Cicapair — utilizes tiger grass (centella asiatica) to "[calm] redness and [soothe] irritation"
  • Ceramidin — 5-Cera Complex (ceramides) to "restore and repair the skin barrier"
  • Water Fuse — AquaMineral Complex (minerals) to impart skin hydration
  • BB Cream
  • Dermaclear — Hydrogen Bio Water (micellar solution) to cleanse, exfoliate skin
  • Water Drop — hyaluronic acid; features a "unique emulsion system" that "bursts into tiny water droplets"
  • Peptidin — 8-Peptide Complex (peptides)
  • Focuspot — patches composed of "micro tips" to target specific conditions
  • V7 — V7 Multi-Vitamin Complex (vitamin B3, C, F, K3, B5, E, and H)

Corporate affairs[]

Identity[]

Dr. Jart+ eschews celebrity endorsements in favor of animation to communicate their brand.[11] Dr. Jart+'s branding and packaging was refreshed by design firm Pentagram in 2018, starting with the international roll-out of their newly-created Ceramidin line.[12][2][13]

Dr. Jart+ is considered to be among the forefront of brands leading the Korean beauty wave.[citation needed] In an article for Racked, Ju Rhyu, a business-to-business consultant, believes that Dr. Jart+ is keen to "downplay" this angle, like competitors Amorepacific and Belif. These companies communicate a "very clear brand identity and the K-beauty message is more secondary," in an effort to secure brand loyalty and longevity. In an email by Dr. Jart+'s vice president of marketing, Susan Tsui, they state that the brand is "proud of its Korean roots", yet "Dr. Jart+ is fueled by our commitment to adhere to what we were founded on, art and skincare."[14]

Advertising[]

Dr. Jart+ has been the exclusive skin care sponsor of designer brand Opening Ceremony at New York Fashion Week since 2015.[15][16] The brand has stocked their products in their retail stores since 2011.[15]

References[]

  1. ^ Jump up to: a b Austin, Clare (February 27, 2017). "Just what the doctor ordered: the philosophy of Dr.Jart+". The Moodie Davitt Report. Retrieved December 5, 2019.
  2. ^ Jump up to: a b "Dr. Jart+ — Story". Pentagram. Retrieved December 5, 2019.
  3. ^ Hunt, Amy (July 1, 2019). "THIS incredible, affordable skincare brand is set to be your new obsession". Woman & Home. Retrieved December 5, 2019.
  4. ^ Hwang, You-mee (July 22, 2016). "K-beauty attracts investment from international big shots". The Korea Herald. Retrieved December 5, 2019.
  5. ^ Jump up to: a b c Meltzer, Marisa (October 29, 2014). "South Korea Exports Its Glow". The New York Times. ISSN 0362-4331. Retrieved December 5, 2019.
  6. ^ Branch, Kate (January 19, 2018). "The K-Beauty Guide of the Moment, According to a Korean Model, Musician, and Budding Actress". Vogue. Retrieved December 5, 2019.
  7. ^ "The Estée Lauder Companies to Acquire Dr. Jart+". Business Wire. November 18, 2019. Retrieved December 5, 2019.
  8. ^ Jump up to: a b c d e f Nam, Seung-ryul (June 19, 2009). "[창업열전] 기능성 화장품 '해브앤비' 이진욱 대표, 온라인서 출발···백화점 입성". The Korea Daily. Retrieved December 5, 2019.
  9. ^ Jump up to: a b "Shop Dr. Jart+". Birchbox. Retrieved December 5, 2019.
  10. ^ "Is it Worth Wearing A Facemask Overnight?". Yahoo Beauty. October 2, 2014. Retrieved December 5, 2019.
  11. ^ Jump up to: a b c d Collins, Allison (May 29, 2018). "Dr. Jart Founder Talks BB Cream and 'Crazy' Meetings". WWD. Retrieved December 5, 2019.
  12. ^ Baird, Richard (January 15, 2018). "New Package Design for Dr Jart+ by Pentagram". BP&O. Retrieved December 5, 2019.
  13. ^ "TECSOLA Skincare". Tuesday, March 24, 2020
  14. ^ Wischhover, Cheryl (August 3, 2017). "Why No One Single Brand Is Winning K-Beauty". Racked. Retrieved December 5, 2019.
  15. ^ Jump up to: a b "KOREA Magazine July 2015". Korea Magazine. Docuhut. July 2015. Retrieved December 5, 2019.
  16. ^ Opening Ceremony x Dr.Jart NYFW18, retrieved December 5, 2019
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