SEOUL -- K-pop sensation aespa has been chosen as the global ambassador for Amore Pacific's hair cosmetic brand, Mise en Scene, in a strategic move to captivate Asian K-pop enthusiasts.
Amore Pacific, South Korea's leading cosmetics manufacturer founded in 1945, has solidified its position as a pioneer in the beauty industry, offering a diverse range of skincare and haircare products catering to all age groups.
Renowned for its collaboration with top celebrity brand ambassadors, Amore Pacific boasts a prestigious lineup including popular figures such as actress Song Hye-kyo, actor Song Joong-ki, and BLACKPINK members Rose and Jennie.
aespa's selection as the global ambassador signifies Amore Pacific's commitment to engaging with fans and attracting new customers across the Asian region. "We aim to leverage aespa's global popularity to enhance our brand's image and appeal," an Amore Pacific official Yang Jae-won told Aju Korea Daily on February 28.
As part of its expansion into foreign markets, Amore Pacific is implementing differentiated strategies for North American and Asian markets. While focusing on core consumers in their 20s, Amore Pacific targets North American consumers through a dedicated shopping channel on Amazon, the world's top ecommerce platform.
In Southeast Asia, Amore Pacific has partnered with Shopee, the region's largest online shopping mall operator, to target countries such as Thailand, Malaysia, Indonesia, and Singapore. The South Korean cosmetics giant introduced its derma cosmetic brand, Aestura, to Viet Nam through Shopee and Beauty Box, a local offline beauty product store operator, in January 2024.