It’s no surprise that she is bagging endorsements left and right. Her biggest campaign by far is being the face of the well-loved Korean beauty brand, Etude House.
Weeks before Etude House announced its Miss Tangerine line, through a viral music video teaser, “Wanna Be Sweet?” thousands of fans from all over Asia were watching Dara.
“It has been well-received by the public,” said Boram Kim, Etude training manager. He noted Dara’s popularity, as well as 2NE1’s following among the college and teen market. “It’s been receiving a lot of attention,” he stressed.
In the music video, Dara takes on a cute and playful role, with an upbeat and catchy song playing in the background, a big hit during mid-’90s by Kang Su Ji.
Kim said Etude remade one of the lines of the song to reflect the tangerine color. “Rather than the original line ‘purple,’ we replaced it with ‘tangerine.’ We were fortunate to get Kang Su Ji for the ad campaign,” he said.
The music video starts from her very pink room, where Dara is bored, and where she suddenly sees an orange balloon with “Wanna Be Sweet?” written on it. This gets her excited, and her bubbly and quirky side breaks through.
“The story line relays the message that you are young, you should do what you want, what you feel good about. The balloon represents Dara’s dreams. It began with just one orange balloon, and ends with a dozen more orange balloons,” Kim narrated.
The campaign was so effective, come afternoon of the launch day, the stocks of the Miss Tangerine line were all gone.
Miss Tangerine line is a makeup line that contains tangerine extract, an antioxidant for the skin.
Weeks before Etude House announced its Miss Tangerine line, through a viral music video teaser, “Wanna Be Sweet?” thousands of fans from all over Asia were watching Dara.
“It has been well-received by the public,” said Boram Kim, Etude training manager. He noted Dara’s popularity, as well as 2NE1’s following among the college and teen market. “It’s been receiving a lot of attention,” he stressed.
In the music video, Dara takes on a cute and playful role, with an upbeat and catchy song playing in the background, a big hit during mid-’90s by Kang Su Ji.
Kim said Etude remade one of the lines of the song to reflect the tangerine color. “Rather than the original line ‘purple,’ we replaced it with ‘tangerine.’ We were fortunate to get Kang Su Ji for the ad campaign,” he said.
The music video starts from her very pink room, where Dara is bored, and where she suddenly sees an orange balloon with “Wanna Be Sweet?” written on it. This gets her excited, and her bubbly and quirky side breaks through.
“The story line relays the message that you are young, you should do what you want, what you feel good about. The balloon represents Dara’s dreams. It began with just one orange balloon, and ends with a dozen more orange balloons,” Kim narrated.
The campaign was so effective, come afternoon of the launch day, the stocks of the Miss Tangerine line were all gone.
Miss Tangerine line is a makeup line that contains tangerine extract, an antioxidant for the skin.
Source: Inquirer PH
wow.if they run out of stocks that quick then she must be a great endorser.
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