HK Innoen Bewants Selects NCT Taeyong as the New Face of the '1 Million Serum Stick'

HK Innoen announced on January 30 that its skincare brand Bewants will launch a new advertising campaign featuring NCT Taeyong as its model starting in February.

NCT Taeyong selected as the model for HK Innoen Bewants Peptide-X Firming Eye Serum Stick. HK Innoen

This campaign has been organized to celebrate the achievement of the brand’s flagship product, the Eye Serum Stick, surpassing cumulative sales of 1 million units, and to further solidify its position as a specialized eye care brand.

NCT Taeyong, an artist from the K-POP group NCT, has been selected as the advertising model. Bewants explained that NCT Taeyong’s image aligns well with the brand characteristics of the Peptide-X Firming Eye Serum Stick, which offers various functions such as hydration, wrinkle care, cooling, elasticity, puffiness reduction, and dark circle improvement.

The Peptide-X Firming Eye Serum Stick is an eye care product specifically designed for the delicate skin around the eyes. It contains 10 types of peptides to help improve elasticity. Notably, it features a lightweight serum texture that minimizes the stickiness and greasiness commonly associated with traditional eye creams, making it suitable for even the thin and sensitive skin around the eyes. Instead of a tube-type container, it uses a steel ball applicator, delivering an instant cooling sensation upon application and helping to reduce puffiness around the eyes.

The advertisements will be deployed mainly on major digital video platforms such as YouTube, Netflix, and TVING. At the same time, outdoor advertisements will be featured on public transportation media such as buses and subways, as well as at Olive Young stores.

A representative from HK Innoen Bewants stated, “Through this campaign with NCT Taeyong, we aim to expand awareness of Bewants and the Peptide-X Firming Eye Serum Stick among K-beauty consumers.”