Design and Marketing Intern • Internship
Meebak (Korean Skincare)
Role
Designer and Marketer
Duration
8 weeks
Key Skills:
User Research
Visual Design
Competitive Analysis
Tools:
Figma
Adobe Suite
Google Suite
What is MEEBAK?
Meebak is a Korean skincare for everyday women, aiming for carefree, convenient, and pleasant routines. Using natural Korean herbal ingredients and innovative manufacturing, Meebak offers high-quality, time-saving solutions. The goal is to promote healthy, radiant skin through easy and practical self-care that fits into everyone's life.
What I Worked On
During my internship at Meebak, I leveraged market research, social listening, and TikTok branding research to enhance the brand’s social media presence and e-commerce engagement.
Conducted competitive analysis to identify emerging trends and consumer behaviors, helping shape a teen-focused skincare brand’s identity and positioning strategy.
Collaborated with the design and marketing teams, I developed social content, visual assets, and branding strategies that resonated with younger audiences.
Led weekly strategic meetings, presenting insights on competitor strategies and content engagement to refine Meebak’s approach to digital marketing and drive brand awareness.
Problem
Meebak’s TikTok and social media presence lacked engagement compared to competitors, making it difficult to reach younger audiences and drive e-commerce growth.
🔍 Research + Discovery
Social listening
Empathy mapping
User personas
Approaching the project:
Empathy Map
Solution
Develop a dedicated social media branding strategy to strengthen Meebak’s online presence and engagement.
Establish TikTok branding by researching competitor trends and identifying content formats that drive engagement.
Create a cohesive content strategy that aligns Meebak’s branding across platforms.
Develop interactive content such as challenges, discussion prompts, and user-generated content campaigns to boost engagement.
Conduct weekly social listening analysis to identify emerging trends and consumer behaviors.
Collaborate with marketing and design teams to ensure a consistent and compelling brand narrative across all digital touchpoints.
Design Process
📊 Analysis
Competitor benchmarking
Performance tracking
🔍 Research + Discovery
Streamlined competitor insights into key steps to enhance Meebak’s TikTok branding and engagement strategy.
Meebak: Social Media & Consumer Research
analyzing competitor skincare brands and researching consumer behaviors across different age groups. My focus was on identifying emerging trends, audience preferences, and engagement strategies to enhance Meebak’s social media branding.
By studying TikTok and Instagram content strategies, I assessed what types of posts performed best and how brands effectively connected with younger audiences. I also examined key engagement metrics, including mentions, likes, and shares, to understand how consumers interacted with skincare content.
These insights helped shape Meebak’s social media and content strategy, ensuring our branding resonated authentically with target demographics while standing out in a competitive market.
Based on my research into consumer behaviors and market trends, I created an empathy map to visualize user attitudes and preferences, helping to better understand the target audience for Meebak’s social media branding.
User Persona
From my research, I created a user persona that represented the ideal consumer for Meebak’s teen-focused skincare brand. This persona helped guide design and marketing decisions by ensuring content, messaging, and engagement strategies aligned with the needs, behaviors, and preferences of the target audience.
Competitive Research & Analysis
After developing an empathy map and user persona, I conducted in-depth competitive research to understand how leading skincare brands successfully engaged younger audiences on social media. By analyzing engagement metrics, brand messaging, and content strategies from brands like Laneige and other trending teen-focused skincare lines, I identified key patterns that contributed to their success.
Key Takeaways:
Gen Z consumers want affordable yet high-quality skincare—they are drawn to products that feel premium and elevated without the luxury price tag.
Educational skincare content and step-by-step routine videos performed best among younger audiences.
Influencer collaborations and user-generated content (UGC) fostered trust and credibility.
Aesthetic and branding matter,just because they are young doesn’t mean they want “youthful” branding; they gravitate toward sleek, minimalistic, and sophisticated packaging that aligns with popular high-end brands.
Using these insights, I helped shape Meebak’s teen-focused skincare brand, developing a cohesive brand identity and social media strategy to resonate with Gen Z consumers. Additionally, I assisted in the development of a new sunscreen brand, where I conducted market research on consumer needs, competitive gaps, and emerging skincare trends.
Working cross-functionally with the design and marketing teams, I ensured that visual identity, messaging, and content strategies aligned with Meebak’s broader marketing objectives—creating a consistent, engaging, and trend-conscious brand presence across TikTok, Instagram, and other digital platforms.
Color/bold Version
Pastel/Girly Version
