Eljulai Entertainment announced that its actors Kim Hee-jung and Hwang Chan-sung have been selected as the Asia ambassadors for the global clean beauty brand As of Today, which started in New York.
As of Today is a skincare brand that aims for a minimal and sensory beauty routine, just like everyday life in New York, with a core philosophy of a positive mindset, self-love, and respect for others.
Eljulai Entertainment CEO Lee Ju-rae noted, "Kim Hee-jung's bright and healthy energy and Hwang Chan-sung's soft and trustworthy image perfectly align with the brand's philosophy, leading to their selection as ambassadors." He added, "Through collaboration with the two actors, we hope the values of positive and sustainable beauty that the brand aims to convey reach more people."
As of Today successfully expanded from New York to Korea and is currently preparing to launch in the Japanese market. Notably, this selection of Asia ambassadors is a strategy to spread the brand message across Asia, centered around Hwang Chan-sung, who has a solid fan base, particularly in Japan.
Kim Hee-jung resonates with many women through her healthy image achieved by consistent self-management and exercise. She shares her vibrant lifestyle, including tennis, pilates, and yoga, on social media, with her genuine positive energy naturally aligning with the brand message of As of Today.
Hwang Chan-sung has established a profound and warm image beyond his activities with the group 2PM as an actor. The brand explained that his soft charisma and authenticity have a deep connection point with the clean and refined beauty sensibility that As of Today pursues.
As the start of this collaboration, the brand plans to launch a "limited edition set" focused on Hwang Chan-sung in June. This set will include random photo cards for fans, and various promotions centered around the representative product line will be carried out sequentially. Collaboration with Kim Hee-jung will also be continued in various content and campaign forms afterwards.
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