l Shooting of promotional film for HyaluronAZ, a functional food that promotes healthy skin and reduces body fat

l Online sale of HyaluronAZ via Hyundai Home Shopping and NAVER Shopping from June 18; offline sale due to start soon

SK Bioland, a subsidiary of SKC, has selected actress Kim Hye-su as its ad model for HyaluronAZ, the very first product to be introduced on B2C. Kim Hye-su has appeared in many films since her debut in 1986, and is now regarded as a leading star capable of perfectly playing many different roles in films. SK Bioland judged that her energetic activities and healthy appearance match the product concept perfectly. The Company also feels that her social contribution activities, including her role as a goodwill ambassador for UNICEF Korea, correspond to the social values pursued by the SK Group.

SK Bioland will start selling HyaluronAZ after introducing it in a promotional ad that is due to be aired in a Hyundai Home Shopping broadcast, in the form of a clip lasting for about one hour, at 11:55 PM on June 18. The clip will be aired on a total of ten occasions in June and July, and will also appear online, including YouTube. The product will also be sold through NAVER Shopping. In August, the Company will open a website dedicated to its sale and expand its distribution channels, including offline ones such as department stores and duty-free shops, in a bid to penetrate the B2C market for health functional foods.

In the promotional film Kim Hye-su stresses the principle of Eat, Replenish, and Energize, which is the HyaluronAZ product slogan. The major component of HyaluronAZ is hyaluronic acid, which is one of the core elements of human skin, and is also referred to as a “moisture tank” or “wrinkle preventer”. As we grow older, our hyaluronic acid levels dip little by little. Hydrating hyaluronic acid moisturizer replenishes the moisture barrier and _ create_s younger-looking skin.

SK Bioland, as the country’s only manufacturer of hyaluronic acid for health functional foods, is manufacturing the product in a large facility _ base_d on the fermentation know-how it has accumulated over the last 25 years. In 2017, the Ministry of Food and Drug Safety (MFDS) certified the product as an effective skin moisturizer that also protects the skin from ultraviolet rays. The recommended intake of four tablets of HyaluronAZ per day contains 240mg of hyaluronic acid, in addition to green tea extract and vitamin C, in consideration of the need to reduce body fat and to promote anti-acid efficacy and healthy skin.

Commenting on HyaluronAZ, an executive of SK Bioland said, “We expect that the value of ‘healthy beauty’ pursued by the Company will be transmitted to our customers through Kim Hye-su, who is widely regarded as an epitome of good health and good looks. We plan to publicize the name SK Bioland with an array of new, high-quality goods.”

[SK Bioland has chosen actress Kim Hye-su as the ad model for HyaluronAZ, the company’s first product in the B2C sector.]