A controversy over whether a "625% absorption rate" evokes the Korean War is spreading through the cosmetics industry. After Isoi apologized for advertising copy involving "625%" and "penetrate more deeply," suspicion arose over why Medicube used the same number. In response, APR pushed back directly, going so far as to release its test report.
According to APR, the "625% absorption rate" used for Medicube's beauty device "Booster Pro Mini Plus" is an objective figure calculated based on test results conducted at Tego Science, a specialized institution for human application testing, from May 8 to June 2 last year.
The company said the expression is unrelated to the recently sparked controversy over marketing that evokes the Korean War, and released part of the relevant test report.
According to the disclosed materials, the test was conducted by comparing a control group in which caffeine was applied to the skin in the usual way with a test group in which caffeine was absorbed using the Booster Pro Mini Plus. The average caffeine concentration measured in the test group was 103.7 ㎍/mL, about 6.25 times (624.7%) higher than the control group's 16.6 ㎍/mL. Medicube explained that it rounded this figure to use the expression "625% absorption rate."
APR also disclosed why caffeine was used in the test. Caffeine has a molecular weight similar to cosmetic active ingredients such as vitamin C and niacinamide, and its distinct ultraviolet (UV) absorption characteristics make quantitative analysis easy using HPLC (high-performance liquid chromatography) and a UV spectrophotometer.
The controversy began with advertising copy recently used by the cosmetics brand Isoi. Last year, Isoi used the phrase "Never forget 625%, penetrate more deeply" in an advertisement for its "Rose PDRN Blemish Serum." Online, the use of the phrase "Never forget 6·25" — a patriotic memorial expression — alongside the word "penetrate" drew criticism that it might have trivialized the Korean War.
As the controversy spread, Isoi issued an explanation followed by an additional apology in the name of its chief executive. Lee Jin-min, CEO of Isoi, said, "The 625% is a figure based on the skin absorption (penetration) improvement rate recorded in the human application test results of a certified skin clinical research center," while also acknowledging, "Using the expression 'penetrate' to convey a stronger meaning than 'absorption' ultimately reminded many people of the Korean War and caused them pain." She added, "It was a poor judgment that put advertising effect first," and said the company would delete all the advertisements and provide modern and contemporary history education for its employees.
Afterward, suspicion arose online that Medicube's "625% absorption rate" advertisement might also be in the same context. However, APR drew a line, saying the figure directly reflects human application test results conducted last year and is different in nature from the recently controversial case.
An APR official told Newsis, "Medicube uses figures based on objective test data and verified experimental results in the marketing of all its products," adding, "It is a matter entirely unrelated to the recently sparked controversy."
