Blackpink’s Rose for Sulwhasoo
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Blackpink’s Rose becomes Sulwhasoo’s new global ambassador
Korean beauty company Sulwhasoo has hired BLACKPINK’s Rosé as their new global ambassador.
Sulwhasoo claims that the most ambitious side of Rosé is akin to their pioneering spirit, as she becomes the person she is today.
Hiring her to be their storytelling ambassador, Rose will create content for the brand Sulwhasoo beyond simply her role as global ambassador.
This campaign seeks to reintroduce the brand’s identity to the world and contains two different narratives to spread the message, but with a story that parallels that of Sulwhasoo’s own history as a brand.
The first film FROM 1932 TO YOU that showcases the brand’s historical milestones and various personas of women of different eras.
The brand’s founder Suh Sungwhan’s mother Yoon Dokjeong, who extracted and sold camellia oil in Kaesong in 1932, began it all with a single drop.
Using metaphorical symbols, the film titled “A Man Born from Mother Earth Becomes a Flower” portrays the journey of the brand.
Beautiful scenes accompany the story, which uses elements like “mother earth,” “snow,” and “flowers” as a synonym for the brand’s journey, which began with the spirit of “flowers blooming in the snow.”
Rosé cinematically communicates the spirit and ethos of the brand.
Soil represents the source and origins of the brand, and snow signifies the product of the brand’s journey.
According to the brand, “flowers” in full bloom despite the snow symbolize Sulwhasoo’s pioneering spirit and its image as a brand that strives to push the beauty of travel.
To celebrate the launch of their SulwhasooRebloom campaign, the cosmetics company will release a limited edition First Care Activating Serum that was inspired by White Porcelain from the Joseon Dynasty.
“It is an honour for me to join Sulwhasoo as their global ambassador of the products which not only my Mom but also myself have been using for a long time,” said Rosé.
We can’t wait for this partnership to produce exciting results!
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