OFFLOW at MAUM Market: how packaging starts a product conversation
Watch OFFLOW's founder discuss makeup and packaging. Use the interview to plan product demonstrations and follow-up content for a local pop-up.
Dahna, original May 2026 interview footage
In this article
Overview
OFFLOW's founder describes moving from skincare into makeup and designing packaging to draw people toward the product. The planning question is what should happen after that first moment of attention: a demonstration, an explanation and a clear way to revisit the item. Packaging interest alone does not establish purchase intent.
Watch the OFFLOW founder interview
In this interview
- 0:12From skincare to makeup
OFFLOW's founder explains the perceived gap that motivated the makeup brand.
- 0:49Packaging as part of the product experience
The founder describes the intended role of packaging in attracting customers.
Read the video transcript
Transcribed with automated tools and lightly edited. Unclear audio is marked. Product claims are the speakers' own statements.
My brand is OFFLOW. It's a Korean skincare-infused makeup. And we have different shades of lip tints and also lip gloss.
Okay, what inspired you to start this brand?
I mean, I was running a skincare company for the past seven years, and I've realized there is a need in the market for Gen Z brands as a makeup.
I've tried all different types of lip tints out there and I actually thought like making it so moisturizing that in terms of matte tints, making it so moisturizing that your lip wrinkles wouldn't show would definitely have a place in the market.
If you were to describe your brand in three words what would it be?
Great looking products. I mean they are different in many ways. Obviously the packaging design, we specifically designed it in a way to attract customers and to be more hands-on type of products.
Dahna recorded this conversation at MAUM Market San Francisco in May 2026. At 0:12, the founder explains the move from skincare to makeup; at 0:49, she discusses packaging. The footage also shows the lip products displayed on the market table.
Use packaging as the opening, then explain the product
The founder describes skincare-infused lip makeup and a perceived gap for younger makeup customers. She also describes packaging as part of the attraction. These are the brand's intentions, not independently measured customer behavior.
The distinction matters for a content brief. A close-up can show the shape, color and applicator, while a demonstration can show how a person uses the product. A founder interview can explain the design decisions. Asking one image to do all three jobs often leaves the practical question unanswered.
Turn an in-person demonstration into a usable shot list
Illustrative example for a cosmetics brand: before an LA or SF pop-up, list the information that a visitor gets from handling the product. Decide which parts an online shopper also needs to see. Use approved product language, and agree filming and usage permissions before capturing participants.
| Moment at the table | Content to prepare | Question it answers |
|---|---|---|
| A visitor notices the package | A clear product and applicator close-up | What am I looking at? |
| They ask how it works | A concise application demonstration | How would I use it? |
| They compare options | An accurate view of the available shades or formats | Which option should I examine? |
| They leave without buying | A product-specific link with the same naming | Where can I find it again? |
Match the local opportunity to the demonstration
If a hands-on explanation is central, a staffed pop-up or a sampling area within a sponsored event may fit better than an unattended product drop. For a seeding package, include clear directions and a direct route to the demonstration. These are formats to evaluate in LA and SF, not a list of confirmed placements.
Ask whether the organizer allows the demonstration you have in mind and whether your team can capture usable content. During the activity, record repeated questions and the assets produced. Afterward, distinguish content delivery, site visits and purchases; each answers a different question about the work.
Sources & further reading
Make the product easier to understand
Work directly with Ana to connect the product demonstration, creative brief and destination customers will visit afterward.
Why consider Dahna for this work?
Dahna brings bilingual Korean and English strategy together with creator, content, and measurement work for brands growing in the US. You can review the people behind the recommendations and the kind of work we propose before starting a conversation.
Founder experience includes prior and contracted roles. Sample deliverables illustrate our approach; they are not client results or a performance promise.
