Hanyul INT Shopify Brand Website Development Project
1. Project Introduction
The Hanyul INT Shopify BrandWeb Construction Project is a case study of building a Global Brand Site for the K-Beauty brand Hanyul, leveraging Shopify as a BrandWeb/CMS platform to consistently deliver Hanyul's brand story, product philosophy, and product information to global customers.
2. Project Overview
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Item |
Details |
|---|---|
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Project Name |
Hanyul INT Shopify BrandWeb Construction |
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Client |
Amorepacific |
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Site Type |
BrandWeb |
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Platform |
Shopify Commerce / Shopify CMS |
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Status |
Completed |
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URL |
https://int.hanyul.com/ |
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Key Keywords |
Shopify BrandWeb, Global Brand Site, K-Beauty BrandWeb, brand content, product information structure, Shopify CMS, global operations, TikTok UGC |
The Hanyul INT Shopify BrandWeb Construction Project is a Global BrandWeb construction case aimed at introducing Amorepacific's K-Beauty brand, Hanyul, to global customers. Rather than prioritizing purchase conversion like typical D2C commerce, this project focused on clearly delivering Hanyul's brand story, product philosophy, product lineup, and content experience to international customers.
In this project, Shopify was utilized not merely as an online shopping mall platform, but as a Shopify CMS / BrandWeb base for managing brand content and product information. More important than sales functionality was creating an information structure that allowed global customers to understand the brand, explore the product lineup, and naturally grasp the characteristics and usage context of each product.
Furthermore, the Hanyul INT site is a case that enhances the sensibility of a K-Beauty brand and its information delivery capability to global customers by considering brand content, product information, content pages, and TikTok-based UGC (User Generated Content) elements together. It is significant as a BrandWeb project in that it balanced the brand's emotional image with functional product information and considered a structure that allows operators to manage content and product information in the future.
3. Background of Construction
A Global BrandWeb is not merely a brand introduction page. Especially for K-Beauty brands like Hanyul, it's essential to convey not only the product's functionality but also the brand's philosophy, sensibility, ingredients, and the context of the product lineup. When global customers first encounter the brand, they need to intuitively understand its identity and product differentiation.
The Hanyul INT site was built to meet this objective, focusing on an information structure that aids brand understanding and product exploration. More important than purchase conversion was the flow where users understand the Hanyul brand, explore the product lineup, and build trust in the brand through detailed product information and content.
From an operational perspective, scalability and ease of management are also crucial for global sites. Since various elements such as brand content, product information, images, content pages, and the potential for translation/localization, and TikTok-based UGC content areas can be continuously updated, a structure that allows operators to manage content by leveraging Shopify like a CMS was necessary.
Construction Direction
- Build a Shopify BrandWeb for Hanyul's global customer touchpoints.
- Design a structure focusing on brand understanding, product exploration, and content delivery rather than commerce purchase conversion.
- Organize content flow so that global customers can understand the K-Beauty brand's sensibility and product philosophy.
- Review the information structure connecting brand story, product lineup, detailed product information, and content pages.
- Consider a structure that utilizes Shopify as a CMS/BrandWeb base to manage brand content and product information.
- Provide a more dynamic brand experience to global customers by leveraging TikTok-based UGC content.
- Review content updates, translation/localization possibilities, and page management convenience from a global operations perspective.
- Configure key screens and perform QA to maintain brand sensibility and product exploration experience in mobile environments.
4. Key Screens and Features Configuration
4-1. Brand Main / Home Screen
The brand main screen is the core touchpoint where global customers first experience Hanyul. On the Hanyul INT site, the main screen configuration was reviewed to allow users to quickly understand the brand's sensibility, atmosphere, key message, and main products or content upon entering the site.
While typical e-commerce site homepages often focus on promotions, discounts, and purchase conversion, the Hanyul INT site's homepage is closer to a BrandWeb-type structure that naturally connects brand first impressions with product exploration. It was crucial for global customers to be able to check the brand story, move to the main product lineup, and delve deeper into the brand through content.
Especially for K-Beauty brands, visual sensibility and product philosophy must be conveyed together. Therefore, the main screen's brand visuals, representative content, product exposure, and content navigation were reviewed to ensure they were not separated. The core was to create a flow where users first experience the brand's sensibility and then naturally move to product information and content pages.
4-2. Brand Story / Content Page
On a BrandWeb, brand stories and content pages are not just supplementary content; they are core areas that explain the brand's identity. On the Hanyul INT site, the content structure was reviewed to help global customers understand Hanyul's brand philosophy and its sensibility as a K-Beauty brand.
The brand story section serves to explain the brand's background, the emotions and product worldview it aims to convey, and the context in which its product lineup is structured. Since global customers may have less prior understanding of the brand than domestic customers, the brand message must be clear and intuitive.
Content pages are also important from an operational perspective. Seasonal content, brand campaigns, product-related stories, and TikTok-based UGC content are all likely to be updated even after launch. Therefore, a structure was considered where Shopify could be used like a Shopify CMS, allowing operators to manage content and update pages as needed.
4-3. Product List / Lineup Page
The product list and lineup pages are core screens where global customers explore Hanyul's product range. In this area, it was important not just to list products, but to structure them in a way that allows users to understand the brand's product system and lineup.
On the Hanyul INT site, the product list was configured around product images and key information, and a UX flow was reviewed to allow users to naturally navigate to detailed product pages by selecting products of interest. Product categories and lineup structure serve as criteria for global customers to understand the products, so it was necessary to ensure that the information was not complex or disjointed.
Furthermore, the product list is an intermediate step connecting brand content and product information. Users become interested in the brand through brand stories or main content, then check the product lineup, and move on to detailed product exploration. Therefore, it was crucial that the product list was designed as a connection point leading from brand experience to product understanding.
4-4. Product Detail Page
On a BrandWeb, a product detail page is not solely for purchase conversion. On the Hanyul INT site, the product detail page was viewed as a key screen where global customers understand product features, usage context, and brand messages, thereby building trust.
On the product detail page, information necessary for product understanding, such as product images, product name, key descriptions, main features, and usage instructions, must be clearly delivered. Especially for global customers who may lack background knowledge about the product, product descriptions should be intuitive and structured.
In the Hanyul project, it was important to maintain a balance between brand messages and product information so that product information was not solely focused on specifications. The product detail page had to retain Hanyul's brand sensibility while also possessing an information structure that allowed global customers to truly understand the product.
Furthermore, the detail page must be naturally connected to the product list, brand content, related content, or other product exploration flows. This ensures that users don't just view one product and leave, but rather explore Hanyul's product lineup and brand worldview together.
4-5. Global Operations / Content Management Structure
One of the important characteristics of the Hanyul INT site is that Shopify was used not merely as a commerce platform, but as a CMS base for operating brand content and product information. This is significant in a Global BrandWeb project where operators must continuously manage brand content, product information, images, and page content.
Global brand sites may require content updates, product information changes, image replacements, campaign reflections, translation/localization, and new content additions even after launch. Therefore, how content structure and page management are designed at the initial construction stage directly impacts operational efficiency.
On the Hanyul INT site, the structure was reviewed to ensure that various content elements, such as brand story, product lineup, detailed product information, content pages, and TikTok UGC areas, could be consistently delivered to global customers. Additionally, it was important to configure the operational foundation considering future expansion possibilities for countries, languages, campaigns, and product content.
5. Features from a Global BrandWeb Perspective
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Perspective |
Application Direction |
|---|---|
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Brand Experience |
Configure a BrandWeb experience where global customers can first encounter Hanyul's brand sensibility and identity |
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Brand Story Delivery |
Configure content flow explaining brand philosophy, product worldview, and K-Beauty sensibility |
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Product Information Structure |
Review a structure that allows easy product exploration and understanding through product lineup, product list, and detailed product information |
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Global Customer Experience |
Consider a UX flow where international customers unfamiliar with the brand can naturally understand content and product information |
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Shopify CMS Utilization |
Utilize Shopify not only as a commerce platform but also as a CMS base for operating brand content and product information |
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Mobile Experience |
Review to ensure brand visuals, content, and product exploration flow are stably maintained in mobile environments |
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Operational Convenience |
Operational structure considering content updates, product information management, page operation, and translation/localization possibilities |
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Scalability |
Aim for a structure that considers future expansion of product lineup, content pages, campaigns, and global operational scope |
The Hanyul INT Shopify BrandWeb Construction Project is not a case where Shopify was simply used as a shopping mall construction platform. The core of this project was leveraging Shopify as a BrandWeb/CMS base to consistently deliver brand content and product information to global customers.
Specifically, it focused on brand understanding, product exploration, content delivery, and global operational convenience rather than purchase conversion. It is a case that configured a digital brand touchpoint to effectively convey the K-Beauty brand Hanyul to global customers through the brand main, brand story, product list, product detail page, content management structure, and TikTok-based UGC content elements.
6. PM Execution Points
6-1. Structuring Brand Content
In the Hanyul INT BrandWeb construction, structuring content based on brand story, product lineup, content pages, and detailed product information was crucial. Instead of just focusing on product registration and purchase flow like a typical commerce project, the structure had to be based on how global customers understand the brand and explore products.
From a PM perspective, we reviewed what message to deliver first on the brand main page, how the brand story and product lineup would be connected, and what information to prioritize on the product detail pages. We also considered how to connect the brand's actual customer touchpoints and content experiences within the site, including TikTok-based UGC content.
In other words, the content structuring in this project was not merely a page composition task but a process of transforming brand experience into an information structure.
6-2. Screen Configuration Review
The screen configuration review focused on key screens such as the brand main, brand story, product list, product detail page, and content pages. While it's important for each screen to be individually well-designed, on a BrandWeb, the flow between screens must be natural.
From a PM perspective, the screen configuration was reviewed based on the flow where global customers recognize the brand on the main screen, understand the brand philosophy through the brand story, check the lineup on the product list, and review detailed information on the product detail page.
We also checked if brand sensibility and information exploration were maintained on mobile screens. Since global customers can access from various device environments, it was important to ensure that image ratios, text readability, menu navigation, product list exploration, and detailed page information all functioned stably.
6-3. Consideration of Global Operations and Content Management
Since the Hanyul INT site is a BrandWeb targeting global customers, the possibility of post-launch operations had to be considered. From a PM perspective, we reviewed a structure that allows operators to manage brand content and product information by leveraging Shopify as a CMS.
Specifically, we considered elements such as brand content updates, product information modifications, image replacements, content page operations, translation/localization possibilities, and TikTok UGC content operations. Global sites do not just register content once; they can be continuously changed according to brand campaigns, product launches, and seasonal content.
Therefore, it was important to create a content structure that operators could manage during the initial construction phase. This was a core PM review item that could also affect maintenance costs and operational resources after the site launched.
6-4. QA and Launch Management
During the QA and launch management phase, we checked content exposure, link navigation, product information, image display, mobile screens, UI consistency per page, and the information delivery flow from a global customer perspective.
BrandWeb QA goes beyond merely checking if buttons are clickable; it also requires verifying if content is delivered in the intended order, if brand messages and product information are consistent, and if images and text appear naturally across different screens.
On the Hanyul INT site, QA was performed based on key components such as the brand main, brand story, product list, product detail page, content pages, and TikTok-based UGC areas. Before launch, we prepared for a stable opening by checking the exposure status of key pages, navigation paths, mobile responsiveness, product information consistency, and content operation readiness.
7. Hanyul INT Shopify BrandWeb Case Summary
|
Category |
Details |
|---|---|
|
Client |
Amorepacific |
|
Project |
Hanyul INT Shopify BrandWeb Construction |
|
Type |
BrandWeb |
|
Platform |
Shopify Commerce / Shopify CMS |
|
Status |
Completed |
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URL |
https://int.hanyul.com/ |
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Scope |
Global BrandWeb construction, brand main, brand story, product list, product detail page, content page, TikTok UGC content area, Shopify CMS-based operational structure review |
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Key Focus |
Shopify BrandWeb, Global Brand Site, K-Beauty BrandWeb, brand content, product information structure, Shopify CMS, global operations |
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PM Role |
Brand content structuring, screen configuration review, global operations and content management consideration, translation/content management review, QA, launch management |
Project Key Points
The Hanyul INT site is a Global BrandWeb case built on Shopify to deliver the brand story and product information of a K-Beauty brand to global customers. Rather than solely focusing on purchase conversion like typical D2C commerce, this project was configured to allow international customers to naturally understand Hanyul's brand philosophy, product worldview, product lineup, and detailed information.
The scope of construction focused on the brand main, brand story, product list, product detail page, content page, TikTok-based UGC content area, and content management structure. In particular, Shopify was used not merely as a shopping mall platform but as a Shopify CMS / BrandWeb base for operating brand content and product information, with a focus on providing global customers with a consistent brand experience and product information delivery flow.
From a PM perspective, the project was executed with a focus on brand content structuring, screen configuration review, consideration of global operations and content management, translation/content management review, QA, and launch management. It can be summarized as a Shopify BrandWeb construction case that concentrated on brand experience, content operation, and information delivery capability to global customers, without exaggerating unconfirmed sales performance or internal system information.