French magnificence model L’OCCITANE is breaking new floor in Asia by appointing SEVENTEEN’s MINGYU as its first-ever regional model ambassador.
L’OCCITANE x MINGYU
The model introduced the thrilling information on their official Instagram, teasing followers with a glimpse into how the Okay-pop idol incorporates their premium physique care vary into his self-care routine.
The partnership was formally launched on Might twenty first at L’OCCITANE’s Shibuya flagship retailer, a preferred vacation spot in Asia. This high-profile location served as an ideal platform to introduce MINGYU because the model’s new face.
This partnership’s strategic objective is to convey Provence’s magnificence and relaxed way of life to a broader viewers throughout Asia. Identified for his stage presence and charming appears, MINGYU completely embodies the model’s imaginative and prescient for the Asian market. MARKETING-INTERACTIVE revealed that the primary marketing campaign that includes MINGYU is anticipated to be unveiled in Q3 of 2024.
IRENE Goh, Managing Director of L’OCCITANE Asia-Pacific, mentioned, “L’OCCITANE has all the time been rooted within the essence of Provence, a spot the place life strikes at a slower tempo, surrounded by lavender fields and almond groves.”
She added, “MINGYU embodies the best trendy but Provencal way of life — busy however completely happy to be so but appreciating the luxurious of taking time to look after himself and people round him. Collectively along with his charisma and authenticity, we see MINGYU as an ideal match for our model. We’re very excited to be working with MINGYU and hope this partnership will encourage everybody to expertise the luxurious of taking time with L’OCCITANE.”
Commenting on the partnership, MINGYU is thrilled to associate with L’OCCITANE, a model he’s lengthy admired. He sees an ideal match between his optimistic power and the model’s dedication to authenticity and nature. He’s excited to work with L’OCCITANE to convey these values to life for Asian followers.
A Strategic Transfer for L’OCCITANE
Based on the Monetary Instances, L’OCCITANE Worldwide S.A. has skilled a decline in internet revenue year-over-year. This might point out a necessity for the model to revitalise its picture and entice new prospects.
Nonetheless, the partnership with MINGYU, a well-known Okay-pop star with a sizeable Asian fanbase, has the potential to be a big increase. MINGYU’s optimistic picture and affiliation with self-care might resonate with youthful demographics, doubtlessly drawing them to L’OCCITANE’s premium physique care vary.
The success of this partnership will probably hinge on the creativity and effectiveness of the upcoming campaigns that includes MINGYU. If the campaigns can successfully join with Asian audiences and translate MINGYU’s optimistic power and L’OCCITANE’s model values, it may very well be a turning level for the model’s monetary trajectory within the area.
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