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Entered 2024.04.22 18:31 Modified 2024.04.22 18:36 Paper A17
Laneige is unconventional… YouTuber Travel was chosen as a promotional ambassador
Instead of big stars like Jeon Ji-hyun and Song Hye-kyo
Leave it to ‘Onesie’, which is popular among women in their 20s and 30s
Amore Pacific announced on the 22nd that it has chosen travel YouTuber Wonji (36) as the Cream Skin Ambassador for Laneige, a beauty brand celebrating its 30th anniversary this year. This is interpreted as an intention to emphasize the youth image by choosing a young famous YouTuber, unlike in the past when famous main actors were appointed as promotional ambassadors.
Wonji is a travel creator who runs the YouTube channel ‘Wonji’s Day’. He has over 850,000 followers, and recently gained recognition by appearing on Channel ENA’s entertainment program ‘Earth, Mabul World Travel’. He is popular among young women in their 20s and 30s because of his strong taste and unique way of speaking. So far Laneige has hired top stars like Lee Na-young, Jeon Ji-hyun, Song Hye-kyo, Kim Yu-jung, and Park Seo-joon as promotional ambassadors. ‘Laneige Cream Skin Cerapeptide Refiner’, for which Wonji is a new promotional ambassador, is Laneige’s bestseller with cumulative sales exceeding 3.9 million units since its launch in 2018. It has the highest repurchase rate among Laneige products.
Laneige, which entered the overseas market in the early 2000s, is expanding its sales channels to the United States, Japan, the United Kingdom, and the Middle East. In July 2022, it came first in sales in the beauty and personal care category at the Amazon shopping event (Amazon Prime Day), the largest e-commerce company in the United States.
After opening in the Tokyo Harajuku branch of Atocosme, a large Japanese multi-store store, in November 2022, it entered the UK and Middle East markets in May last year. Through a partnership with Sephora, the No. 1 beauty store in the Middle East, Laneige’s flagship products are sold in Sephora stores in the United Arab Emirates (UAE) and Gulf Cooperation Council (GCC) member countries Saudi Arabia, Kuwait, Qatar , and Bahrain.
Reporter Ha Heon-hyung hhh@hankyung.com
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