3 Ways for New Brands to Build Trust
Last Updated: May 20, 2026
Don’t Forget This!
- The more unfamiliar the Rewards concept—like a “topical diet”—the more important the order of persuasion becomes.
- CaseSkiny built trust by prioritizing data over advertising and customer reviews over brand claims.
- Complex technology made simple, results backed by numbers, and trust built through reviews. These three principles were the key to making nine successful funding campaigns possible with a single product.
“Will this product really sell?” The more skeptical the reactions around you are, the harder it is to stay confident on your own. Kim Wan-soo, CEO of KSKINNY, built trust by gathering objective evidence—even though his Rewards were based on the hard-to-believe concept of a “topical diet.” As a result, despite starting as a new brand, KSKINNY achieved cumulative sales of 1.1 billion won for a single product on wadiz, garnered 4,922 supporters, and earned a satisfaction rating of 4.5, successfully completing nine funding campaigns. We spoke directly with Maker Kim Wan-soo to hear how he convinced customers and why he ran nine funding campaigns over two years.
1. An Attempt to Change the Existing Market Paradigm
Q. Hello, maker! What was the goal behind launching the “KSKINNY” brand?
Hello. I’m Kim Wan-soo, CEO of KSKINNY.
KSKINNY began with the goal of “changing the standards of body care through technology,”and we launched the brand with the dream of transforming the existing market.
Q. How did you plan to change the existing market’s approach?
When people think of body management or dieting, the images of “patience, pain, and effort” are very strong. In an era of rapid technological advancement, I found myself wondering, “Why does dieting have to be so difficult and stressful?”
In particular, I watched closely as my daughter struggled to cut back on her food intake and even endured joint pain while dieting. While I admired her determination to tackle the problem on her own, I also felt there was a definite need for a way to help her more comfortably.
That’s how I began thinking about ways to make body care more accessible in everyday life, and this became the starting point for the PCL Ampoule, a topical body ampoule.
2. How to Make an Unbelievable Idea Believable
Q. The concept that “you can care for your body contours just by applying a product” isn’t very familiar.
Yes, the biggest challenge was building “trust.” The idea that “change is possible just by applying a product” is unfamiliar to our supporters (customers) and can be difficult for them to accept.
So rather than relying solely on advertising, we focused on building trust step by step using objective evidence: actual usage data, clinical results, and hundreds of customer reviews. During this process, it was helpful that on wadiz, we could share not only the product itself but also the development process and our validation Story.
* Three Principles for Promoting a Product with a New Concept
These are the methods CaseSkinny actually applied on the wadiz Story page. If you’re a maker with a new and innovative product that’s set to change market standards, give them a try.
| Principles | Direction | Effect |
|---|---|---|
| Explain scientific concepts as simply as possible | Use everyday language instead of technical jargon | Lower the barrier to entry |
| Present results using data | Directly present clinical results and figures | Build objective trust |
| Demonstrate trust through customer reviews | Leverage Hundreds of Reviews | Build social proof |
Q. You must have needed to explain the concept of “topical weight loss” to supporters in an easy-to-understand way while also earning their trust. What approach did you come up with?
The biggest challenge was figuring out how to convey complex principles in a simple way. So, we established three principles. We simplified scientific content as much as possible, demonstrated results with data, and proved trustworthiness through customer reviews.
In particular, I realized that the changes our supporters experienced firsthand were the most persuasive explanation.
In an era overflowing with advertisements, nothing is more powerful than the honest reviews of supporters—which have undergone rigorous cross-verification—than a maker’s flashy product page. The supporters’ vivid experiences and evaluations became the product’s most compelling selling points.
3. The Process of Believing in My Brand’s Potential
Q. You ran a total of nine projects on wadiz featuring just one PCL Body Ampoule. Was there a specific reason you continued to focus on just this one product?
It might sound a bit paradoxical, but I was strongly convinced that “if my first product—into which I poured everything I had—wasn’t recognized, then there would be no point in creating subsequent products.”
So, CaseSkiny focused a great deal of time and research on a single product, and fortunately, we’ve earned the trust and recognition of many people. Thanks to that, we’re now planning and developing the next generation of products.
Q. Have you experienced any changes after successfully completing nine funding campaigns?
Through nine funding campaigns over two years, we were able to repeatedly , we were able to build trust as a brand. Thanks to the experiences and evaluations of wadiz supporters, we were able to establish the perception that “CaseSkinny is a brand you can trust.”
Furthermore, through communicating with supporters, exchanging feedback, and listening to diverse comments, I personally realized that the products we create have the potential to grow this much. It also gave me confidence in our future direction. I am always grateful to our supporters.
CaseSkinny: From wadiz funding to a Successful Expansion into Japan
Q. Compared to general e-commerce channels, what unique appeal of “wadiz funding” have you experienced as a maker?
Wadiz’s greatest strength is its supporters. Supporters are clearly different from ordinary consumers. If we make a mistake, they’re the first to point it out objectively, but behind that criticism lies affection and high expectations—far more than mere complaints. It’s like parents who, rather than scolding a child harshly for a mistake, quietly guide them with the hope that they’ll do better next time. That’s why we, too, have strived to communicate more responsibly and make improvements.
That’s why I believe wadiz is more than just a sales channel—it’s a platform where supporters and makers work together to shape a brand’s growth journey.
Q. What advice would you give to aspiring makers preparing for a funding campaign?
wadiz isn’t just an e-commerce site for selling products; it’s a place where you can introduce and validate your brand’s philosophy and direction to the market. I’d like to actively recommend it to anyone who wants to share the story behind their products and brand—and the values embedded within them—with a wider audience, and who want to gather fans who cheer and look forward to your brand—rather than just customers who buy your products—I highly recommend Wadiz.
At wadiz, where people ask, “How about trying it this way?” rather than “Will that really work?”, wouldn’t the journey of taking on a challenge be a joyful one?
If you’re looking for a place to showcase your idea right now, give wadiz a try.
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