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Primera has taken one step further from its original naturalism concept and has re-positioned in a new sector called “clean beauty”. We aimed to step forward as a global brand through a friendly and intuitive connection of “technology > ingredients > benefits”, the use of recycling-friendly packaging materials for communicating our values, and optimizing ourselves in the digital environment. In particular, we broke away from old stereotypes and decided to implement changes to further develop our sustainability, which we consider as a big challenge for a manufacturer since such decision involves growing out of existing way of manufacturing.