IVE's Jang Wonyoung Becomes Global Model for Dr. Althea: A New Chapter in K-Beauty

IVE's Jang Wonyoung (21) has been announced as the global model for Dr. Althea. Previously, it was revealed that she purchased the Lucid House in Hannam-dong, Seoul, for 13.7 billion won in cash last year.

The premium K-beauty company, The Pure Lab, released a teaser video of Jang Wonyoung's new campaign on the 28th of last month, followed by a photoshoot on the 3rd, announcing her as the global model for the skincare brand Dr. Althea.

The teaser video focuses on Jang Wonyoung's 'true self' in quiet moments of everyday life, rather than her glamorous stage presence. In the released photoshoot, Jang Wonyoung captivates global fans with her radiant and lively skin, posing with the brand's products in a bright sky-blue outfit.

The brand explained the reason for choosing Jang Wonyoung as their model, stating, "We pursued a strategic collaboration to further enhance Dr. Althea's global scale and symbolism, based on rapid growth in major overseas markets. To effectively convey our clean beauty philosophy to the global MZ generation, we selected K-icon Jang Wonyoung, who holds influence in the global market."

The brand plans to sequentially release the campaign video and visual photoshoot featuring Jang Wonyoung. Additionally, they will expand the campaign with outdoor advertisements in key locations in Gangnam and Hongdae, Seoul, generating even more anticipation.

Jang Wonyoung continues her reign as the 'advertising queen,' representing various brands in beauty, fashion, food, finance, and alcohol. As Dr. Althea's global model, she is set to showcase her 'MZ representative icon' status through diverse activities.

IVE, the group Jang Wonyoung is part of, is actively promoting their second full album 'REVIVE+' with the title track 'BLACKHOLE.'

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