Recently, there has been a new development in the Korean beauty endorsement circle, as the top Korean beauty brand Sulwhasoo made a high-profile announcement that Blackpink member Rosé will be the latest brand ambassador. This news has shocked the entire Korean entertainment and beauty industry. Although Song Hye Kyo is a representative goddess in Korea, with undeniable influence and appeal, what factors have led 25-year-old Rosé to replace 40-year-old Song Hye Kyo as the new generation of “human snow show”?
Looking back, four years ago, Sulwhasoo invited Song Hye Kyo to be the brand’s first ambassador, breaking the tradition of not having any ambassadors for 20 years. In fact, Song Hye Kyo has been collaborating closely with the Amorepacific Group, to which Sulwhasoo belongs, for many years, starting in 2001 with Etude House, Innisfree, and Laneige, witnessing Song Hye Kyo’s growth.
Because of Song Hye Kyo’s long-standing partnership with Amorepacific, when Sulwhasoo ended her 4-year contract and signed with Blackpink Rosé, it’s no wonder it sparked speculation. As a member of the popular group Blackpink, Rosé’s popularity and influence cannot be underestimated. Just the brand’s official announcement post of Rosé’s endorsement has received over 120,000 likes, doubling the number of likes compared to posts featuring Song Hye Kyo in the past!
However, some people have questioned whether it is appropriate for 25-year-old Rosé to endorse a high-end skincare brand this year. But in fact, if you carefully observe, the brand’s collaboration with Rosé this time is to make the overall brand younger. From the promotion theme of #SulwashooRebloom to the subsequent exposure of new product designs, it gives people a refreshing feeling. In terms of brand innovation direction, it is not unreasonable to switch to a younger and influential female star at this moment.
Senior beauty fans speculate that Amorepacific Group will not give up collaborating with the popular product queen Song Hye Kyo. It is boldly speculated that Sister Qiao will “upgrade” to become the ambassador of the brand Amorepacific. Will they continue to cooperate in another way? Let’s wait and see!
