From F&B to cosmetics... iM Financial Group Co., Ltd. teams up with No Brand in an unusual collaboration

【Financial News, Daegu—Reporter Kim Jang-wook】“From F&B to cosmetics!”
iM Financial Group Co., Ltd. is drawing attention by continuing unusual brand collaborations that extend finance into everyday consumer life and build a friendly, distinctive image.
iM Financial Group Co., Ltd. has launched two new cosmetics in a second collaboration project with Emart's private-label brand No Brand, featuring the group's signature characters Dandi and Ttokdi.
A spokesperson for IM Financial Group said, “While continuing consistent communications using the group's characters and mint as its brand color, we are expanding collaboration into product categories that consumers regularly seek out in their everyday lives. We are focused on reducing the psychological distance people feel from finance while building a cheerful brand image.”
The spokesperson added, “Going forward, we will continue to pursue creative collaborations that break down boundaries between finance and other industries by leveraging character IP, and provide a distinctive brand experience.”
The new products are the iM Cloud Fit Sun Stick (20 g) and the iM Moisture Jelly Ampoule Mist (100 mL).
The collaboration embodies iM Financial Group Co., Ltd.'s brand strategy of shedding finance's stiff, distant image and communicating the value of finance more warmly, close to customers. Like cosmetics that protect and care for skin against external elements, the products bring to life the role of finance in reliably protecting customers' lives, allowing them to experience that role firsthand in their everyday lives.
The collaboration is significant in that partnering with No Brand, which has nationwide online and offline distribution channels, has expanded the brand's touchpoints beyond traditional financial channels into customers' everyday shopping spaces.
After drawing consumer interest with an earlier food-focused collaboration with No Brand, the group has expanded its product lineup to include cosmetics, continuing its distinctive brand initiatives beyond the traditional marketing sphere of the financial industry.
Meanwhile, iM Financial Group Co., Ltd. had previously introduced a range of products in F&B through its collaboration with No Brand. Last April, it launched two soft-serve varieties (salted butter and strawberry chocolate), as well as peach-yogurt-flavored ice cream with popping pearls and glucose candies.
Last year, the group drew attention with an unusual initiative combining its financial brand with food and household goods, introducing mint chocolate ice cream with popping pearls, mint chocolate chip cookies, Xylitol, and mint-flavored mouthwash.

[email protected] Kim Jang-wook Reporter