CosRX is renaming its Galactomyces 95 White Power Essence

I'm so excited about this, you guys.  I emailed Cosrx a couple of months ago when their Galactomyces 95 White Power Essence first came out to let them know about its cringey Engrish-ness.  (It's nicknamed the Racism Essence for giggles on the /r/AsianBeauty sub.)  I got a response back from Hye-Young, who's their sweet and amazing Marketing Team person.  We emailed back and forth, and she actually went to her boss and held a meeting about this to try and get it changed.  Anyhow, that was months and months ago, and I figured I did my good Samaritan thing and moved on.  Then I get this email today, which blew my mind:

Hi~
This is Hye-Young, Marketing Team from COSRX. :)

I hope you're doing well since we mailed. :)
Did you remember that you notified the meaning of White Power to us by e-mail?? :)
After exhausting all of bottles named as 'white power', we finally changed it to Whitening Power!
The full name is "Galactomyces 95 Whitening Power Essence" :)


We couldn't try to change a lot because, our customers could recognize the product as a new one.
Also the terms 'white' can be used on the product which get approved by KFDA in Korea.
That's sort of recognition as an effective whitening product.
So, we have to use the word to highlight the function and the recognition.

I really really appreciate your advice and interest in our brand!!
The positive change was caused by you!! :) 
These days, we have a lot of customers who live in Western, and they sometimes pointed it out.
Thanks to you, I could prepare a name change since we mailed, and could cope with the same situation well! :)
We're always open to listen to our customer's voice.
Please let me know, If there is something we need to be changed.




Thanks.

Now obviously, I don't think they changed it solely because of me.  I just think it's amazing that she went through the trouble of sifting through all those emails to find mine and contact me.  I don't think she even knows I have a blog or anything, and wasn't really expecting anything out of it.  It was just a really cool thing she did.  I'm definitely a loyal Cosrx fan after this.

2 comments:

  1. Lovey love this! And even if they sent a slew of people to contact those that contacted them about its name, they've been really stellar with their international customers, as well as their online/social media presence. It really says a lot about the company (I feel that way with Glow Recipe too.)

    Thanks for sharing the news!! ^_^

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