In the shower, I’m afraid to wash my hair…because when I open my eyes I might find someone standing there. Maybe showers remind me of Psycho too much…
Anyway, so there I am lathering away, getting a real nice froth going when it caught my eye; the root of that which makes marketing so special… rooted in Jeong. Jeong: the Korean concept of a deep connection and emotional bond of empathy and affection that one can develop over time for other people, places and things. It was all wrapped in a tiny bottle of Soothing Tea Cleansing Gel by “Then I Met You”.
You see – without pictures and packaging and, dare I say…“stories”, Then I Met You is just a plastic tube filled with fatty acids consisting of sodium or potassium. But with its proper use, marketing can illicit emotions and bring an otherwise inanimate object to life. “By adding a little extra effort in the right places and taking the time to slow down, you can spark Jeong in your life and create lasting bonds with the people, places and things that matter most” the website states, casually adding “we also make quality skin care.” See that!? The product is more or less an afterthought – second fiddle to the mission of sparking Jeong. Love it!
A little Jeong can go a long way too! Just check out these testimonials:
“Then I Met You Living Cleansing Balm is widely worshipped for a reason.” – allure
“My favorite part about this moisturizer definitely has to be its gel texture; it’s super cooling and lightweight, and it transforms into cloud-like water as it absorbs into the skin.” – Popsugar
“Charlotte Cho’s new double cleanser is a cult product in the making.” – Refinery29
Worshiped. Transformative. Cultish. This is breaking through the clutter at it’s best. Bravo.
I’m now messily coating myself with The Giving Essence, Birch Milk Refining Toner and Rose’ Resurfacing Facial Mask. “Sorry honey, I used up ALL of your Then I Met You product. Not to worry dear… I’ll order more and while I’m at it, get us matching Then I Met You Periwinkle Pullovers!”
