Crush Shines in Music and Advertising: Becomes Face of La Roche-Posay

Crush, the singer known for his public relationship with Red Velvet's Joy since 2021, is making waves not only in the music industry but also in the advertising world.

On the 26th of last month, his agency, P Nation, announced that Crush has been chosen as the new model for the world's No.1 sun care brand, La Roche-Posay.

Regarding the selection, P Nation stated, "Crush naturally enjoys various outdoor activities, including running, and represents a 'healthy and stylish daily outdoor lifestyle' as an artist."

They further added, "As a trendsetter, Crush presents a stylish mood in music, fashion, and lifestyle through various activities such as Waterbomb, concerts, and broadcasts. This influence is expected to create a high synergy with La Roche-Posay's value of realizing a better life through professional skin science solutions."

Crush plans to launch a campaign with La Roche-Posay to genuinely convey the necessity of long-wave UV protection to modern individuals who enjoy various outdoor activities. Given his consistent sharing of outdoor lifestyle experiences, the campaign is anticipated to resonate well and enhance its effectiveness.

Known for his unique music that has captured the public's heart, Crush is currently appearing as a producer on Mnet's 'Show Me the Money 12.' In addition to this, he released a duet with Zico titled 'Yin and Yang' and presented it in a Fancy Child version, showcasing his active involvement in the music scene.

Recently, at the 'Korean Hip Hop Awards 2026 (KHA 2026),' Crush won two awards: 'R&B Album of the Year' and 'R&B Track of the Year,' reaffirming his prowess as an artist. With the news of his selection as a La Roche-Posay model, Crush continues to make significant strides across music, broadcasting, performances, and advertising, drawing even more attention to his future endeavors.

Lee So-jung, Ten Asia Reporter forusojung@tenasia.co.kr