A domestic small and midsize cosmetics company is embroiled in controversy for making light of the Korean War in bus ads. The ad ran last year, but it drew belated attention and became contentious in the wake of Starbucks' "May 18 tank day."
On the 30th, cosmetics company Isoi posted an apology under CEO Lee Jin-min's name on its social media account, expressing remorse over controversy surrounding a bus ad for its blemish serum that ran in October last year.
The bus ad carried the phrase "Let's not forget—625%—penetrate deeper," and criticism has poured in online that it "mocks the Korean War."
Lee said, "I sincerely apologize to everyone whose hearts were hurt and who were disappointed by our ad," adding, "In particular, I bow my head in apology to Korean War veterans, national honorees and their bereaved families."
Lee added, "Thinking of the anger and emptiness many must have felt seeing the ad, I posted this apology believing no explanation or excuse could come first."
Lee explained that the 625% figure used in the ad was taken from the improvement rate listed in the absorption (penetration) measurement in a certified skin clinical research center's human application test results.
Lee said, "To emphasize that the product's active ingredients are delivered to the skin more effectively, we used the word 'penetration,' and as a result the number 625% appeared together with the expression 'let's not forget.'"
Lee said, "The phrase reminded many people of the Korean War and caused deep hurt," adding, "All executives and employees, including myself, will receive education on Korea's modern and contemporary history focusing on the Korean War."
Lee continued, "We will continue support for Korean War veterans and national honorees," adding, "As a child of a Korean War merit honoree, this incident is all the more painful and shameful to me."
Isoi is a Korean cosmetics brand founded in 2009. It has grown by emphasizing that it uses natural ingredients, and the corporation (Natural Person) operating the brand posted sales of 49.3 billion won last year.