Healing Paper, the operator of the cosmetic medical platform "Gangnam Unni," unveiled a new logo and brand mission on the 13th and began a full rebranding. The strategy is to strengthen its competitiveness as a global platform by becoming a "beauty navigator" that covers everything from procedure search to aftercare, beyond providing cosmetic medical information.
Through this rebranding, Gangnam Unni newly set its brand mission as "so that anyone in the world can be confident in choices for beauty that is true to oneself." It said the move reflects an expansion of its role into a platform that supports the entire cosmetic medical journey—from recommending procedures tailored to each user's concerns to post-visit care—beyond its existing services of providing prices for nonreimbursed cosmetic medical procedures and reviews.
Gangnam Unni presented "confidence," "ease," and "relationship" as its core brand values and overhauled the app user experience (UX). It helps users make choices with verified procedure prices and reviews and the advancement of AI technology, and it expanded concern-specific content to make information easier to find. It also strengthened session management for procedures and personalized content recommendations to support ongoing consolidation between users and hospitals.
Starting in July, it will run an online and offline brand campaign with the slogan "Be confident in my choice." The brand film, produced with participation from musician Ohellen, carries a message cheering on everyone finding their own beauty.
It also unified the global brand name as "Unni." By bundling country-specific brands into one, it plans to expand K-cosmetic medical inbound demand and local overseas business and grow into a global platform.
Overseas users are also increasing rapidly. As of July this year, the number of users booking K-cosmetic medical hospitals through the Unni app jumped 13 times in Thailand and 12 times in Greater China from a year earlier. Japan is the largest overseas market; since entering in Nov. 2019, it has provided procedure information and reviews for about 5,000 dermatology and plastic surgery clinics in Korea and Japan, and in the past year, 550,000 users in Japan booked hospitals through the Unni app.
Im Hyun-geun, executive director of Gangnam Unni, said, "Based on the globally localized capabilities proven in Japan, we plan to speed up our entry into the Thai market in the second half of this year," adding, "We will continue to enhance platform credibility and user experience to help users worldwide choose cosmetic medical services and contribute to the growth of the K-cosmetic medical industry."