Before social media, brands reached out to consumers with advertisements in print, and on the radio and television. Today, the marketing of products has taken on a life of its own with the engagement of every hot new actor or musician to get the attention of their fans.
From Hollywood royalty to K-pop phenomenons, here are some of the hottest hookups to hit the news recently.
NewJeans’ Hanni for Armani Beauty
The announcement was made through the brand’s social media accounts, with Georgio Armani himself expressing his excitement about the partnership.
According to the renowned designer, Hanni’s expressive power and captivating individuality make her an excellent fit for the brand.
In Hanni’s debut campaign, she wears the My Armani To Go Cushion Foundation and the Lip Maestro Lip Lacquer, and more promotional campaigns are expected to debut in the coming months.
Hanni’s latest role is a testament to her rising status in the industry. Her magnetic personality and impressive talent have earned her recognition and opportunities that many aspiring artists dream of.
Read more: How Bella Hadid's 'straight brows' set a new social media beauty trend
Emma Chamberlain for Lancome
Lancome recently announced its new global brand ambassador, influencer Emma Chamberlain, who has a massive social media following of almost 30 million.
Chamberlain first gained fame through her YouTube channel in 2017, after which her influence and impact were recognised by Forbes, who put her on their “30 under 30 – Social Media” list in 2021.
The partnership kicks off with a new web series called How Do You Say Beauty In French which is now available on the brand’s YouTube channel. The series features Chamberlain’s fresh perspective and modern humour as she shares her vision of beauty and self-image. The four-episode series also takes a deeper dive into the world of skincare and makeup.
Elizabeth Olsen for Missha
Able C&C’s skincare brand Missha recently announced actress Elizabeth Olsen as its new global ambassador and the face of its new campaign, “Beauty is Reality”.
The American actress is known for her roles in the Marvel Studios’ Avengers films and the popular TV series WandaVision. Olsen also made her presence known in South Korea by starring in the American version of director Park Chan-wook’s film Oldboy.
The campaign is all about capturing beautiful moments in everyday life and presenting the idea that beauty should not be overly dramatised or based on inflated luxurious sentiments. It promotes a refreshing take on beauty with an emphasis on finding beauty in simplicity and authenticity.
The campaign is expected to bring a new perspective to the industry, which has often been dominated by superficial standards of beauty.
Blackpink’s Rose for Sulwhasoo
Blackpink’s Rose endorses numerous brands and recently added Sulwhasoo to the list.
The newest global ambassador for Sulwhasoo’s #SulwhasooRebloom campaign, Rose was selected for the partnership thanks to her bold and determined personality, which resonates with the brand’s pioneering essence and philosophy.
In her role as a brand storyteller, Rose will showcase every facet of the brand, going beyond simply serving as a global ambassador.
The #SulwhasooRebloom campaign seeks to reintroduce the brand’s identity and universe with a renewed determination to embark on a new journey. The campaign features two films with different narratives that tell the story of Sulwhasoo’s journey as a brand.
Read more: When beauty meets fame: The top 5 celebrity beauty brands out there today
Dee Hsu for Shiseido
Fondly known as Xiao S, Hsu will be the face of the LX line in Taiwan, Singapore and Malaysia.
As a television host, actress and singer, Hsu is well-known in the Asian entertainment industry and has won multiple awards and accolades for her work.
On her social media platforms, Hsu often shares unfiltered photographs of herself, even bare-faced ones, to show off her exceptional complexion and natural glow.
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