IVE's Jang Wonyoung has been announced as the new global model for the skincare brand Dr. Althea.
The Pure Lab, a premium K-beauty company, revealed the news on the 28th of last month by releasing a teaser video featuring Jang Wonyoung. This collaboration is seen as a strategic move that aligns with the brand's philosophy, rather than just a star marketing tactic.
The teaser video focuses on Jang Wonyoung in serene everyday moments, rather than her glamorous stage persona.
The Pure Lab explained the choice of model by stating, “We are pursuing strategic collaboration to enhance the global scale and symbolism of the brand, based on rapid growth in major overseas markets. To effectively convey Dr. Althea's philosophy of clean beauty to the global MZ generation, we selected K-icon Jang Wonyoung, who holds influence in markets worldwide.”
Dr. Althea plans to release the full campaign video and visual photos sequentially. Additionally, they will expand the campaign with outdoor advertisements in key areas like Gangnam and Hongdae, aiming to extend the brand's identity beyond domestic borders into the global market.
Meanwhile, The Pure Lab, which operates Dr. Althea, will relocate its headquarters to Yeouido Park One in the first half of 2026. This strategic decision is aimed at expanding global business and enhancing organizational capabilities, focusing on strengthening product development and brand competitiveness.
The Pure Lab aims to achieve sales of 500 billion KRW by 2026, accelerating distribution expansion and brand enhancement in key global markets. Alongside the headquarters move, they plan to speed up their scale-up strategy with large-scale recruitment in various fields such as global business, marketing, design, and content.
A representative from The Pure Lab stated, “The selection of the new model and the move to Park One are not just events but a significant turning point towards becoming a global brand. We will continue sustainable growth based on product competitiveness and brand philosophy.”
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