Hyoju Jeong

Reissue Instagram

Reissue is a skincare recommendation platform that I co-founded in 2018. I started Reissue on Instagram, as @re_issue with the aim of delivering skincare information in a more organized, yet creative way. Since last February, I’ve grown our Instagram account to 114k followers from 1k with $0 spent in marketing. All of the original and branded content shared on Instagram is conceptualized and created by me from an ideation stage. To instantly grab the users’ attention, I always keep three principles in mind when I create content: engagement, deliverability, and creativity.


Reissue Instagram


Feb 2018 – Current


Content Creation


Project Link

Original Content


When it comes to creating original content, my main focus is always on educating our followers while closely interacting with them. I do quantitative and qualitative research on current market trends and consumer behaviors to understand and predict what brands, products and ingredients our followers are most interested in.


1. Informative Content

Checking skincare ingredients is now regarded as an essential step before making a purchasing decision, but understanding the science behind skincare is still overwhelming and daunting. Thus, I always try to deliver information in a more organized way by leveraging visual elements with illustrations, icons, and colors.

2. Interactive Content

Besides educating our followers, I also aim to consistently interact with our followers by conveying our core value: knowing your ingredients. It requires me to deeply understand what users emotionally and physically experience when they purchase and try skincare products- what are their pain points, delights, and etc. It is then my job to communicate visually and empathize with skincare enthusiasts for maximum engagement.

Branded Content


I’ve always struggled with effectively answering the question, “How can I make branded/sponsored content that people really want and enjoy seeing?”. Reissue Labs and our sponsored Instagram Stories are the answers that I came up with as they both solve the problem that consumers have when they purchase skincare products.


1. Instagram Posts – Reissue Labs

Buying a newly launched product is an exciting, but frustrating experience at the same time since people are taking risks to buy a product without reading enough reviews.

From pH tests to moisture level tests, Reissue Labs features a brand’s newly launched products. The content is created based on experiments we actually perform to provide further supplementary information on top of the standard product information we get from brands.

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