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30 Oct

Dr.Jart+ Taps K-pop Group Enhypen as First Global Ambassadors

Dr.Jart+ Taps K-pop Group Enhypen as First Global Ambassadors

Korean skincare brand Dr.Jart+ has tapped K-pop septet Enhypen as its first global ambassadors.

The boy band makes their debut within the brand’s “Supercharged repair, Cicapair” campaign, inaugurating the reimagined Cicapair Collection, which tackles redness and now features additional skin-boosting ingredients, like allantoin.

“Dr.Jart+ is a culture brand and Enhypen is a culture band. With Korean culture — especially K-pop and K-beauty — on the forefront of world trends, we knew this was the suitable moment to pair the exciting energy of Enhypen with the art and creativity of Dr.Jart+,” said Sunny Ka, senior vp, global marketing on the brand.

The collaboration comes amid Enhypen’s ongoing “Fate” world tour, and, beyond upgraded formulas marks the addition of a fifth stock keeping unit to the gathering: Cicapair So Soothing Treatment. The brand new product will launch direct-to-consumer in January for $42 and is claimed to contain a potent dose of the franchise’s centella asiatica-powered Cica Complex, aiming to replenish and restore skin barrier health.

“We hope to introduce the ability of our Korean skincare innovation to a spread of latest audiences, including people latest to skincare and sweetness, K-culture enthusiasts and emerging young trendsetters,” Ka said.

A consumer favorite since its introduction in 2016, Dr.Jart+’s Cicapair has reached latest levels of recognition due to TikTok, where the #Cicapair hashtag counts greater than 73 million views.

Each member of Enhypen — Ni-ki, Sunghoon, Jungwong, Heeseung, Sunoo, Jake and Jay — will “play a novel role” in bringing the partnership to life, said Ka, adding the brand goals to “proceed prioritizing creativity and innovation that lead to fun, engaging ways to attach with our consumer world wide.”

Dr.Jart+ is the most recent amongst many beauty and fashion brands to tap into the ability of K-pop because the genre increasingly sweeps music listeners and popular culture aficionados across the globe. This month, Louis Vuitton signed K-pop band Le Sserafim as ambassadors, and, following the discharge of their mini-album, “Dark Blood,” earlier this 12 months, Enhypen joined forces with Prada.

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