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Dr. Jart+
Dr. Jart+ (Korean: 닥터자르트; read simply as Doctor Jart) is a South Korean skin care brand. It was founded in 2004 by Lee Jin-Wook, with consultation from dermatologist Jung Sung-jae.[1] HistoryIn 2003, Lee Jin-Wook (Korean: 이진욱) began research on BB cream.[2] To further develop his product, he reached out to Dr. Jung Sung-jae (Korean: 정성재), who was testing new treatments for patients with severe skin issues.[3] Lee asked Jung to invest in his product to bring Jung's formulations to a wider audience.[3] The name "Jart" was initially coined as a portmanteau of "Jung" and "art".[2] Jung remains the brand's chief dermatologist.[4]  Dr. Jart+ was in development for three years before being launched into dermatological clinics.[1] It was officially launched for commercial use in December 2004.[2] Dr. Jart+ was first sold through e-commerce sites.[2] Its revenue in 2005 amounted to 500 million won (around $4.725million, in 2005). By 2008, sales had reached seven billion won.[2] In the early days of Dr. Jart+, Lee focused mostly on exporting Dr. Jart+ from Asia, theorizing that the brand's popularity in Asian territories would translate to success in other regions.[5] The brand partnered with the Japanese department store Takashimaya in June 2009 to offer its products at the store's now-defunct Fifth Avenue location. This move made Dr. Jart+ the second Korean brand since Amorepacific to have a presence in New York.[2] It entered the American market in early 2011 in partnership with cosmetics retailer Sephora, offering two BB creams at ten of its then-locations.[5][6] The brand has since expanded to sell 50 products at Sephora outlets globally.[5] Products Dr. Jart+ is composed of nine lines, each focused on a specific ingredient or skin issue:
Brand identityDr. Jart+ is considered to be one of the brands that led the Korean beauty wave.[7] It avoids celebrity endorsements in favor of its own animations to communicate a sense of wittiness.[5] In 2018, its branding and packaging was refreshed, starting with its newly created Ceramidin line.[8][9][10] According to Ju Rhyu, a business-to-business consultant, Dr. Jart+ already has a "very clear brand identity" and is therefore keen to downplay the K-beauty angle.[11] References
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