Competition for global advertising models is intensifying in the K-beauty market. As overseas sales rapidly expand, beauty brands are focusing on star marketing that targets not just brand awareness but also the purchasing power of fandoms.
Tirtir, which is growing rapidly in the U.S. market, appointed BTS member V as its global ambassador in November to reach overseas consumers, according to industry sources on Sunday. Amorepacific's brand Hera also selected Stray Kids member Felix as its global ambassador in August — the first male model since Blackpink's Jennie, who had been the brand's face for six years.
Laneige is also seeking to expand awareness in North American and Asian markets with BTS member Jin as its global ambassador. APR has been running a large-scale campaign since this summer featuring IVE member Jang Won-young as the global model for its beauty device brand Ageר.
The strategy aims to boost both search volume and purchase conversion by putting K-pop stars with global fandoms at the forefront.
Amorepacific's brand Innisfree also appointed Seventeen member Mingyu as its advertising model. Innisfree's female model position has been vacant since this summer after the contract with Jang Won-young ended, following an earlier change from Girls' Generation's Yoona.
"Given that Amorepacific has set a goal of raising its overseas sales ratio to 70% by 2035, the selection of next-generation global models will serve as an indicator of brand strategy direction," an industry official said.
Emerging K-beauty brands are also aggressively pursuing star marketing. Mixsoon has appointed global boy group Enhypen, while A'pieu has selected NCT's Jeno as models to expand campaigns targeting MZ generation consumers in the U.S., Europe, and Asia. Skincare brand Abib has also named actor and singer Cha Eun-woo as its global ambassador to strengthen its brand image in Southeast Asian and European markets.
The trend of beauty brands using male K-pop idol models has notably expanded recently. While cosmetics advertising was previously centered on female actors or female idols, male idols are generating stronger viral reach and purchase conversion in global markets. Their campaigns show a structure where social media spread and increased search volume quickly translate into cross-border e-commerce and local sales.
"Collaboration with K-pop stars who have high recognition worldwide plays an important role not only in enhancing brand awareness but also in expanding overseas sales," a beauty industry official said. "Model selection has become a core pillar of brands' global strategies."
