Yuna (Girls' Generation) becomes model for Korea's leading luxury cosmetics brand, Sulwhasoo

Amore Pacific, one of Korea's leading beauty companies, is aiming to recapture the glory of 10 years ago with Yuna, a member of the girl group Girls' Generation and also an active actress.
Amore Pacific announced that they had appointed Yuna as the global ambassador for the brand Sulwhasoo.
This marks the first time in five years since her modeling contract with affiliated company Innisfree ended in 2020. Through this, Amore Pacific has been able to recreate the heyday of Sulwhasoo with Yoona, following Innisfree.
Innisfree signed a modeling contract with Yoona in 2009, and in 2014, she was promoted to global ambassador as the Korean Wave spread across China. The "Yuna effect" started the following year.
Innisfree's sales in 2015 (as announced by the Financial Supervisory Service's electronic disclosure system) were 592.1 billion won, and its operating profit was 125.6 billion won, up 30% and 64% respectively from the previous year.
In 2016, sales increased 30% from the previous year to 767.9 billion won, and operating profits increased 56% to 196.5 billion won. In particular, domestic and overseas sales exceeded 1 trillion won in 2016.
Since then, Innisfree's sales have declined due to the spread of COVID-19 and changes in the channel transaction structure of its Chinese subsidiary, but over the past 11 years, Innisfree has grown into a global brand with Yuna.
Amorepacific and Yuna, who have reunited for the first time in five years, will continue to build on Innisfree's success with Sulwhasoo.
Sulwhasoo is Amorepacific's representative luxury beauty brand, which offers high-quality, functional products.
It is popular not only in Japan but also overseas. Starting with the rebranding in 2022, the company has focused on expanding demand, which was previously high among middle-aged and elderly people, to the 30-something generation.
Starting this year, through Yuna, the brand will be launching a new brand value called "Holisti," which contains the meaning of beauty evolving deeper with the passage of time.
It is expected that Yuna's luxurious and elegant image as she enters her mid-30s and her global recognition will produce positive results.
Yuna's activities as a global ambassador will begin in earnest with the Sulwhasoo Rundang Essence global campaign, which will be held for the first time in two years.
The event, which will take place over two months from March to April, will invite major customers from around the world to events showcasing Korean beauty and the operation of pop-up stores.
An Amorepacific official said, "Yuna is loved not only in Korea but also in overseas markets based on her wide recognition, and will contribute to increasing Sulwhasoo's global recognition.
I expect that to happen."