French beauty brand L’OCCITANE is breaking new ground in Asia by appointing SEVENTEEN’s MINGYU as its first-ever regional brand ambassador.


The brand announced the exciting news on their official Instagram, teasing fans with a glimpse into how the K-pop idol incorporates their premium body care range into his self-care routine.

The partnership was officially launched on May 21st at L’OCCITANE’s Shibuya flagship store, a popular destination in Asia. This high-profile location served as a perfect platform to introduce MINGYU as the brand’s new face.

This partnership’s strategic goal is to bring Provence’s beauty and relaxed lifestyle to a broader audience across Asia. Known for his stage presence and captivating looks, MINGYU perfectly embodies the brand’s vision for the Asian market. MARKETING-INTERACTIVE revealed that the first campaign featuring MINGYU is expected to be unveiled in Q3 of 2024.

Image Source LOCCITANE via Instagram

IRENE Goh, Managing Director of L’OCCITANE Asia-Pacific, said, “L’OCCITANE has always been rooted in the essence of Provence, a place where life moves at a slower pace, surrounded by lavender fields and almond groves.”

She added, “MINGYU embodies the ideal modern yet Provencal lifestyle — busy but happy to be so yet appreciating the luxury of taking time to care for himself and those around him. Together with his charisma and authenticity, we see MINGYU as a perfect match for our brand. We are very excited to be working with MINGYU and hope this partnership will inspire everyone to experience the luxury of taking time with L’OCCITANE.”

Commenting on the partnership, MINGYU is thrilled to partner with L’OCCITANE, a brand he’s long admired. He sees a perfect match between his positive energy and the brand’s commitment to authenticity and nature. He’s excited to work with L’OCCITANE to bring these values to life for Asian fans.

A Strategic Move for L’OCCITANE

According to the Financial Times, L’OCCITANE International S.A. has experienced a decline in net income year-over-year. This could indicate a need for the brand to revitalise its image and attract new customers.

However, the partnership with MINGYU, a famous K-pop star with a sizeable Asian fanbase, has the potential to be a significant boost. MINGYU’s positive image and association with self-care could resonate with younger demographics, potentially drawing them to L’OCCITANE’s premium body care range.

The success of this partnership will likely hinge on the creativity and effectiveness of the upcoming campaigns featuring MINGYU. If the campaigns can effectively connect with Asian audiences and translate MINGYU’s positive energy and L’OCCITANE’s brand values, it could be a turning point for the brand’s financial trajectory in the region.

Image Source: L'OCCITANE
Image Source LOCCITANE
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