[Asia Economy Reporter Yujin Cho] Shinsegae International's high-functional herbal cosmetics brand Yeonjak has selected rookie actress Go Yoon-jung as its exclusive model.
Go Yoon-jung debuted last year in the tvN drama "Psychometry, That Guy" and recently attracted attention by appearing as Park Bo-gum's lover in a music video.
Yeonjak explained that they chose her as a model because Go Yoon-jung, who has a fresh yet sophisticated atmosphere, fits well with the brand's concept of modernly reinterpreting traditional Korean herbal medicine.
Yeonjak has launched a new concept of herbal products that complement the drawbacks of herbal cosmetics such as scent and stickiness, while simultaneously achieving high functionality and low irritation, gaining great popularity among young consumers mainly online.
From January to March this year, Yeonjak's online sales increased by 292% compared to the same period last year, and in April, due to the SI Village Beauty Festival event on its own online mall, online sales rose up to 12 times compared to the same period last year.
Go Yoon-jung will begin full-scale activities as an exclusive model starting from the 1st of next month, beginning with the advertisement shoot for Yeonjak's representative product "Jeoncho Concentrate," which is driving the brand's sales.
A Shinsegae International Yeonjak official said, "Since the brand's launch in 2018, word of mouth about its excellent quality and sophisticated packaging has spread, with about 60% of all customers being in their 20s and 30s, showing a good response from the millennial generation," adding, "Starting this year, we will actively raise brand awareness and market share through marketing utilizing the model."
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