Dr.Jart+ Taps K-pop Group Enhypen as First Global Ambassadors – WWD

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Korean skin care brand Dr.Jart+ has tapped K-pop septet Enhypen as its first global ambassadors.

The boy band makes their debut in the brand’s “Supercharged repair, Cicapair” campaign, inaugurating the reimagined Cicapair Collection, which tackles redness and now features additional skin-boosting ingredients, like allantoin.

“Dr.Jart+ is a culture brand and Enhypen is a culture band. With Korean culture — especially K-pop and K-beauty — at the forefront of global trends, we knew this was the right moment to pair the exciting energy of Enhypen with the art and creativity of Dr.Jart+,” said Sunny Ka, senior vice president, global marketing at the brand.

The collaboration comes amid Enhypen’s ongoing “Fate” world tour, and, beyond upgraded formulas marks the addition of a fifth stock keeping unit to the collection: Cicapair So Soothing Treatment. The new product will launch direct-to-consumer in January for $42 and is said to contain a potent dose of the franchise’s centella asiatica-powered Cica Complex, aiming to replenish and restore skin barrier health.

“We hope to introduce the power of our Korean skin care innovation to a range of new audiences, including people new to skin care and beauty, K-culture enthusiasts and emerging young trendsetters,” Ka said.

A consumer favorite since its introduction in 2016, Dr.Jart+’s Cicapair has reached new levels of popularity thanks to TikTok, where the #Cicapair hashtag counts more than 73 million views.

Each member of Enhypen — Ni-ki, Sunghoon, Jungwong, Heeseung, Sunoo, Jake and Jay — will “play a unique role” in bringing the partnership to life, said Ka, adding the brand aims to “continue prioritizing creativity and innovation that result in fun, engaging ways to connect with our consumer around the world.”

Dr.Jart+ is the latest among many beauty and fashion brands to tap into the power of K-pop as the genre increasingly sweeps music listeners and pop culture aficionados across the globe. This month, Louis Vuitton signed K-pop band Le Sserafim as ambassadors, and, following the release of their mini-album, “Dark Blood,” earlier this year, Enhypen joined forces with Prada.

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