Shinsegae Inter BDBICH selects Chinese star 'Wang Dalu' as model

[Asia Economy Reporter Yujin Cho] Shinsaegae International's cosmetics brand VDIVOVICH is accelerating its global market expansion by appointing a top model from the Greater China region.

Shinsaegae International announced on the 8th that VDIVOVICH has selected Wang Dailu, a rising star in the Greater China region, as the model for the brand's bestseller 'Face Clear Perfect Cleansing Foam.'

This is the first time VDIVOVICH has hired a model from the Greater China region. A VDIVOVICH representative said, "Wang Dailu is a popular star in the Greater China region with nearly 11.5 million followers on Weibo. We judged that Wang Dailu's pure and clean image, known as the 'Nation's First Love' in China, fits well with the characteristics of the brand's signature cleansing foam."

Thanks to increased sales in China, VDIVOVICH's revenue, which was only 22.6 billion KRW in 2017, rapidly grew to 125 billion KRW in 2018 and over 200 billion KRW last year.

In particular, the Face Clear Perfect Cleansing Foam, featuring Wang Dailu as the model, gained popularity under nicknames such as 'Goddess Cleanser' and 'Mochi Cleanser.' Sales volume increased from 30,000 units in 2017 to 2.3 million units in 2018 and 6 million units in 2019. Last year, it ranked second in sales volume within the cleansing category during Tmall Global's Singles' Day event.

Having achieved results beyond expectations in the early stages of entering the Chinese market, VDIVOVICH plans to strengthen marketing for this product in China to significantly increase market share and brand awareness.

The company expects that since Wang Dailu is loved throughout the Greater China region, this will also help expand the brand's presence in the Asian market. VDIVOVICH opened its first overseas store at Singapore Changi Airport duty-free shop in October last year and plans to open additional stores in Southeast Asia this year.

Starting this month, VDIVOVICH will launch an advertising campaign featuring Wang Dailu and begin full-scale marketing activities.

Rather than simply hiring a star model for advertising shoots, the company plans to actively target local Chinese consumers through various limited-edition product developments linked directly to sales, pop-up store events, and marketing on Chinese digital platforms.

A VDIVOVICH representative from Shinsaegae International said, "As products developed based on analysis of the Chinese market have become hits, we have gained confidence in the potential for success in China. Since our product quality is recognized both domestically and internationally, we will boldly invest in branding to elevate VDIVOVICH's global status."

Meanwhile, to commemorate the model appointment, VDIVOVICH plans to sequentially release behind-the-scenes footage and interviews of Wang Dailu's photo shoots on VDIVOVICH's official Instagram, Weibo, Xiaohongshu, WeChat, Douyin accounts, as well as Wang Dailu's Weibo account.