▲This photo, provided by Amorepacific, shows Sulwhasoo. (PHOTO NOT FOR SALE) (Yonhap)

 

 

SEOUL, August 31 (Yonhap) -- Amorepacific Corporation announced on Wednesday that they have chosen girl group BLACKPINK’s Rose as a brand ambassador for Sulhwasoo, their main cosmetic brand.

This is the first time luxury brand Sulhwasoo has chosen a girl group as a model, and it can be interpreted as an indication of the company’s will to expand the target customers to MZ generation, changing the brand image to be younger.

Sulhwasoo had been maintaining “No Model” strategy for 20 years since 1997, but in 2018, they chose actress Song Hye-gyo as a model.

Sulhwasoo will unfold new brand campaign ‘Sulhwa, born agin #SulhwasooRebloom’ with Rose.

This campaign shows Sulwhasoo’s journey that started from camellia oil, which the mother of Amorepacific founder Suh Seong-hwan, Yoon Dok-jeong, made and sold in Kaesong in 1932.

Sulwhasoo's brand campaign will be introduced through their official channel on Sept. 1.

(This article is translated from Korean to English by Jiwon Woo.)

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