L’OCCITANE has recently announced their first-ever brand ambassador for Asia. MINGYU from the popular K-pop band SEVENTEEN will be the new face of the French beauty brand.
L’OCCITANE has onboarded MINGYU to be its new brand ambassador for Asia. This is the first time ever that the brand has appointed an ambassador solely for the Asian belt. Popular star MINGYU is one of the members of the renowned K-pop boy group, SEVENTEEN. With his striking appearance and remarkable physique, he emerges as a mesmerising performer.
This partnership stands as a strategic move as the brand aims to bring lifestyle and beauty central to Provence into this area. The Provencal lifestyle is based on the ethos of savouring every moment, reconnecting with nature, and indulging in caring for oneself and also for loved ones. L’OCCITANE recognises the profound importance of adopting such a lifestyle in the fast-paced world that we live in.
The event wherein this announcement was made took place at the Shibuya Store at the renowned Shibuya Scramble crossing. This store is considered the brand’s flagship destination in the Asian continent. Every year, this store welcomes innumerable visitors from across the globe. Hence, this was the ideal location for this announcement.
Irene Goh, Managing Director of L’OCCITANE Asia-Pacific expressed that L’OCCITANE has a deep connection to the essence of Provence, where life unfolds at a relaxed pace amidst fields of Lavender and groves of Almond trees. He further said, “MINGYU embodies the ideal modern yet Provencal lifestyle — busy but happy to be so, yet appreciating the luxury of taking time to care for himself and those around him. Together with his charisma and authenticity, we see MINGYU as a perfect match for our brand. We are very excited to be working with MINGYU and hope this partnership will inspire everyone to experience the luxury of taking time with L’OCCITANE.”
MINGYU was also in attendance at the event in Japan. He expressed his honour to partake in this collaboration with L’OCCITANE, a brand he has a keen interest in. According to him, the brand’s authenticity and also nature-friendly approach align well with his personality. He further expressed his commitment to bringing these values to people in all of Asia with L’OCCITANE. He is likely to begin the activities as the brand’s official ambassador for Asia this month.