Dr. Jart+ (

Hangul The Korean alphabet, known as Hangul, . Hangul may also be written as following South Korea's standard Romanization. ( ) in South Korea and Chosŏn'gŭl in North Korea, is the modern official writing system for the Korean language. The let ...

: 닥터자르트; read simply as Doctor Jart) is a South Korean

skin care Skin care is a range of practices that support skin integrity, enhance its appearance, and relieve skin conditions. They can include nutrition, avoidance of excessive sun exposure, and appropriate use of emollients. Practices that enhance appea ...

brand. It was created in 2004 by entrepreneur Lee Jin-wook, with consultation from dermatologist Dr. Jung Sung-jae. Their name is an abbreviation of "Doctor Joins Art."

History

In 2003, entrepreneur Lee Jin-wook ( ko, 이진욱) began to research a product called

BB cream BB cream is a marketing term that stands for blemish balm, blemish base, beblesh balm, and in Western markets, beauty balm. Products marketed as BB creams are generally designed to serve as a foundation, moisturizer, and sunscreen all at once. T ...

. Dr. Jung Sung-jae ( ko, 정성재) had been working out of his own Seoul practice since 2001, where he was testing new treatments for patients with severe skin issues. Lee approached Jung to invest and consult with Dr. Jart+, with the intent to bring Jung's formulations to a wider audience. The name "Jart" was initially coined as a

portmanteau A portmanteau word, or portmanteau (, ) is a blend of words Jung remains as the brand's chief dermatologist.

Dr. Jart+ was in development for three years before being exclusively introduced to dermatological clinics. It was officially launched in December 2004. Dr. Jart+ was first sold through

e-commerce E-commerce (electronic commerce) is the activity of electronically buying or selling of products on online services or over the Internet. E-commerce draws on technologies such as mobile commerce, electronic funds transfer, supply chain manageme ...

. Its revenue in 2005 amounted to 500 million won, but began to increase through word-of-mouth on online retailer SkinRx Lab. By 2008, sales amounted to seven billion dollars. In its early days, Lee focused mostly on exporting Dr. Jart+ outside of Asia, strategizing that the brand's popularity in Asian territories would follow after pioneering more "difficult" markets first. The brand partnered with Japanese department store Takashimaya in June 2009 to offer its products at its now-defunct

Fifth Avenue Fifth Avenue is a major and prominent thoroughfare in the borough of Manhattan in New York City. It stretches north from Washington Square Park in Greenwich Village to West 143rd Street in Harlem. It is one of the most expensive shopping stre ...

location, which effectively made Dr. Jart+ the first Korean brand since

Amorepacific Amorepacific Corporation is a South Korean beauty and cosmetics chaebol, operating more than 30 beauty, personal care, and health brands including Sulwhasoo, Laneige, Mamonde, Etude House, AMOREPACIFIC and Innisfree. The firm was founded in 1945 ...

to have a presence in

New York New York most commonly refers to: * New York City, the most populous city in the United States, located in the state of New York * New York (state), a state in the northeastern United States New York may also refer to: Film and television * '' ...

. It entered the American market in early 2011 with cosmetics retailer

Sephora Sephora is a French multinational retailer of personal care and beauty products. Featuring nearly 340 brands, along with its own private label, Sephora Collection, Sephora offers beauty products including cosmetics, skincare, body, fragrance, n ...

, offering two BB creams at ten of its locations at the time. The ''New York Times'' credited this launch as " avingthe way for a Korean beauty invasion of the United States." The brand has since expanded to selling 50 products at all Sephora outlets.

Products

Dr. Jart+ is composed of nine lines, each focused on a specific ingredient or skin issue: * Cicapair — utilizes tiger grass ( centella asiatica) to " almredness and ootheirritation" * Ceramidin — 5-Cera Complex ( ceramides) to "restore and repair the skin barrier" * Water Fuse — Aqua Mineral Complex (

mineral In geology and mineralogy, a mineral or mineral species is, broadly speaking, a solid chemical compound with a fairly well-defined chemical composition and a specific crystal structure that occurs naturally in pure form.John P. Rafferty, ed. ( ...

s) to impart skin hydration *

BB Cream BB cream is a marketing term that stands for blemish balm, blemish base, beblesh balm, and in Western markets, beauty balm. Products marketed as BB creams are generally designed to serve as a foundation, moisturizer, and sunscreen all at once. T ...

— “beauty balm” * Dermaclear — Hydrogen Bio Water ( micellar solution) to cleanse, exfoliate skin * Water Drop —

hyaluronic acid Hyaluronic acid (; abbreviated HA; conjugate base hyaluronate), also called hyaluronan, is an anionic, nonsulfated glycosaminoglycan distributed widely throughout connective, epithelial, and neural tissues. It is unique among glycosaminoglycans ...

; features a "unique

emulsion An emulsion is a mixture of two or more liquids that are normally immiscible (unmixable or unblendable) owing to liquid-liquid phase separation. Emulsions are part of a more general class of two-phase systems of matter called colloids. Althoug ...

system" that "bursts into tiny water droplets." * Peptidin — 8-Peptide Complex (

peptide Peptides (, ) are short chains of amino acids linked by peptide bonds. Long chains of amino acids are called proteins. Chains of fewer than twenty amino acids are called oligopeptides, and include dipeptides, tripeptides, and tetrapeptides. A ...

s) * Focuspot — patches composed of "micro tips" to target specific conditions * V7 — V7 Multi-Vitamin Complex (vitamin B3, C, F, K3, B5, E, and H) * Cryo Rubber — with patented technology to moisturize and intensely soothe

Corporate affairs

Identity

Dr. Jart+ eschews celebrity endorsements in favor of

animation Animation is a method by which image, still figures are manipulated to appear as Motion picture, moving images. In traditional animation, images are drawn or painted by hand on transparent cel, celluloid sheets to be photographed and exhibited ...

to communicate their brand. Dr. Jart+ 's branding and packaging was refreshed by design firm Pentagram in 2018, starting with the international roll out of their newly created Ceramidin line. Dr. Jart+ is considered to be among the forefront of brands leading the Korean beauty wave. In an article for Racked, Ju Rhyu, a

business-to-business Business-to-business (B2B or, in some countries, BtoB) is a situation where one business makes a commercial transaction with another. This typically occurs when: * A business is sourcing materials for their production process for output (e.g., a ...

consultant, believes that Dr. Jart+ is keen to "downplay" this angle, like competitors Amorepacific and Belif. These companies communicate a "very clear brand identity and the K-beauty message is more secondary," in an effort to secure brand loyalty and longevity. In an email by Dr. Jart+ 's vice president of marketing, Susan Tsui, they state that the brand is "proud of its Korean roots", yet "Dr. Jart+ is fueled by our commitment to adhere to what we were founded on, art and skincare."

Advertising

Dr. Jart+ has been the exclusive skin care sponsor of designer brand

Opening Ceremony An opening ceremony, grand opening, or ribbon-cutting ceremony marks the official opening of a newly-constructed location or the start of an event.

New York Fashion Week New York Fashion Week (NYFW), held in February and September of each year, is a semi-annual series of events in Manhattan typically spanning 7–9 days when international fashion collections are shown to buyers, the press, and the general publ ...

since 2015.{{Citation, title=Opening Ceremony x Dr.Jart NYFW18, url=https://www.youtube.com/watch?v=ZUtBBL4KRn4, language=en, access-date=December 5, 2019 The brand has stocked their products in their retail stores since 2011.

References

South Korean companies established in 2004 2004 establishments in South Korea Products introduced in 2004 Cosmetics brands of South Korea Skin care brands Personal care brands South Korean brands Estée Lauder Companies