Jung von Matt Launches Global Brand Campaign for Sulwhasoo at the Metropolitan Museum

Apr. 03, 2023

The Korean skincare brand Sulwhasoo from Amorepacific is setting course for the global market together with Jung von Matt. Brand ambassador for the campaign, which launches at the Metropolitan Museum in New York on March 29, 2023, is Hollywood star Tilda Swinton, who lends her voice to the campaign. The campaign will be seen on social media, other digital channels, OOH and retail stores mainly in US, South Korea, China and other global markets.

Sulwhasoo is a flagship skin care brand of South Korean beauty and cosmetics company Amorepacific, which with more than 30 beauty, personal care and health brands, is one of the market leaders in South Korea and among the top 10 beauty and cosmetics companies worldwide.

Beauty and cosmetic products from South Korea are particularly popular among younger target groups influenced by South Korean pop culture. However, it's important to note that the popularity of K-beauty isn't solely attributed to K-pop or K-trend. Many consumers find these products advanced, innovative, and focused on enhancing inner beauty rather than just covering up flaws.

For Gen Z and millennials, Korean skincare and K-Beauty play a major role worldwide, in addition to K-Pop (BTS), K-Drama. With the new campaign, Sulwhasoo is also targeting, which is already established as a premium brand in South Korea and APAC, is targeting a younger audience in the U.S. and other global markets.

 

Jung von Matt's brand campaign showcases Sulwhasoo's traditional brand values. They explored the unknown and were the first to bring ginseng into skincare. They create products as works of art based on heritage and unique skin science that stand the test of time and generations. With artistry and creativity, Sulwhasoo aims to enable new experiences worldwide and inspire people to explore their heritage and create their own version of beauty. All under the theme: "Building a world of beauty, powered by art and heritage".

Bill Yom and Hyitai Kim, Managing Directors of JvM HANGANG, emphasize:

"We are pleased to support an iconic and one of the most be-loved South Korean brand icon in its international growth strategy and to give it more visibility in global markets."

 

Carolin von Karstedt, Managing Director Jung von Matt NECKAR added:

"We are equally pleased about the campaign, which was created as a work result of the close collaboration of our international team between the Seoul and Stuttgart locations and in which we were able to contribute our many years of experience in the beauty, fashion and lifestyle segment."

 

Brand ambassadors for Sulwhasoo are Scottish actress and Oscar winner Tilda Swinton and Rosé of the K-pop band Blackpink. Songjia, one of the most famous actress for the Chinese market They are excellent ambassadors because they have similarities with Sulwhasoo - being a pioneering spirit and creating art & heritage.