The Korea Herald


Primera ‘Let’s Love’ campaign benefits girls in Indian town

By Jie Ye-eun

Published : Nov. 12, 2019 - 17:22

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Primera, a skin care cosmetics brand under South Korean beauty giant Amorepacific, has launched a limited edition of its Mango Butter Comforting product line as part of its “Let’s Love” campaign.

The campaign was first launched in 2013 as part of its corporate social responsibility efforts and benefits girls in Jamui, India, who are affected by poverty and inequality. 

Campaign image for Primera (Amorepacific) Campaign image for Primera (Amorepacific)

The product cases feature typography and illustrations inspired by the girls’ handwritten letters and drawings, in an effort to convey love and a hopeful message.

The company will use part of the profit from Mango Butter Comforting product sales to buy mango trees for the region. It also intends to purchase mangoes at fair prices to use in its products.

Primera’s Mango Butter Comforting collection includes a shower gel, a body lotion, and a box set featuring shower gel, body lotion and three kinds of hand cream. Infused with mango butter and jojoba oil, the products vitalize and moisturize the skin, the company said.

By Jie Ye-eun (