Global skincare brand Mernel has officially selected global artist Taemin as its ambassador for Japan, marking the brand’s full-scale entry into the Japanese market.
Mernel plans to expand its brand awareness in Japan through a campaign featuring Taemin exclusively for the Japanese market, and to strengthen its connection with local consumers by offering function-focused skincare solutions. In particular, the brand aims to deliver a differentiated brand experience in the Japanese beauty market by highlighting the strengths of K-beauty, which combines product efficacy with emotional appeal.
This ambassadorship with Taemin was launched as part of Mernel’s efforts to establish a unique brand position through differentiated skincare solutions and emotional marketing, amid intensifying competition among K-beauty brands in the Japanese market.
Mernel is scheduled for an official launch through major distribution channels in Japan starting in July, and has also announced plans to expand consumer touchpoints through various activities, such as omnichannel campaigns and brand pop-ups in collaboration with Taemin.
A brand representative stated, "Taemin is an artist with a sophisticated personal brand and a refined, stylish image, which aligns closely with Mernel’s skincare concept based on clean, balance, and energy. He is not only a model, but also someone who can effectively communicate the skincare routines and philosophy that the brand proposes."
Meanwhile, Taemin is scheduled to hold the '2025 TAEMIN ARENA TOUR' in Japan, with a total of 11 performances across five cities?Kanagawa, Saga, Shizuoka, Chiba, and Hyogo?starting in September, continuing his active engagement with Japanese fans.
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