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 Ok-pop idol incorporates their premium physique care vary into his self-care routine.
The partnership was formally launched on Could twenty first at L’OCCITANE’s Shibuya flagship retailer, a well-liked 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 purpose is to convey Provence’s magnificence and relaxed life-style to a broader viewers throughout Asia. Recognized for his stage presence and fascinating seems, 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 predicted to be unveiled in Q3 of 2024.
IRENE Goh, Managing Director of L’OCCITANE Asia-Pacific, stated, “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 perfect fashionable but Provencal life-style — busy however comfortable to be so but appreciating the posh 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 posh of taking time with L’OCCITANE.”
Commenting on the partnership, MINGYU is thrilled to companion 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
In accordance with the Monetary Occasions, L’OCCITANE Worldwide S.A. has skilled a decline in web earnings 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 Ok-pop star with a sizeable Asian fanbase, has the potential to be a big increase. MINGYU’s optimistic picture and affiliation with self-care may resonate with youthful demographics, doubtlessly drawing them to L’OCCITANE’s premium physique care vary.
The success of this partnership will seemingly 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.
