The diet health functional food business is rapidly growing. However, a detailed analysis of success factors and the marketing strategies of this business seems to lack in operators. Amore Pacific launched innovative new diet health functional food brand ‘S'lite Slimmer DX’in 2008. ‘S'lite Slimmer DX’ was involved in the late-mover to the market, but could be differentiated from pioneer brands by using high functional, emotional oriented marketing communication strategy. Success factors of ‘S'lite Slimmer DX’ are summarized as follows. First Amore Pacific in-depth analyzed consumer dissatisfaction factors of rival brands and adopted the research results in reflecting new brand concept. Second, brand concept, brand identity, and brand performance were managed systematically. Third, it secured a new diet material using innovative product development. Finally, it used various marketing communication program based on media consuming behavior and lifestyle of target customer. Success case of ‘S'lite Slimmer DX’ implies valuable insights and implications for many late-mover brands that are planning to take the lead for their own business.