Cover Mingyu’s appointment marks the first time L’Occitane has enlisted a brand ambassador specifically for Asia
Mingyu’s appointment marks the first time L’Occitane has enlisted a brand ambassador specifically for Asia
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Seventeen’s Mingyu is the French beauty brand’s first-ever ambassador for the Asian region
Rapper and entertainer Mingyu, a member of the Korean music group Seventeen, is setting a precedent as the first brand ambassador for French beauty brand L’Occitane in Asia. The brand announced its appointment on May 21 at the L’Occitane Shibuya location, one of the brand’s flagship destinations in Asia. The rapper was in attendance and expressed his commitment to delivering the L’Occitane message of authenticity to customers across Asia.
Irene Goh, managing director of L'Occitane in the Asia-Pacific region, commented, “Mingyu embodies the ideal modern yet Provençal lifestyle—busy but happy to be so, yet appreciating the luxury of taking time to care for himself and those around him.”
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Above Mingyu is a member of the K-pop group Seventeen
Mingyu is a member of the K-pop group Seventeen
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The partnership aims to introduce L’Occitance’s carefree and idyllic lifestyle to a broader demographic. The brand, described as deeply connected to the essence of Provence, embodies a sentiment that agrees with Mingyu’s public personality. Described as the ‘mood maker’ of Seventeen, he stands out in his band of 13 members, armed with a lively aura and a magnetic appeal.
Mingyu’s appointment is the latest in a string of luxury brand ambassadorships with Korean entertainment personalities. NewJeans’ Haerin was recently tagged to represent Dior in its Oblique Jacquard Campaign.
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Above Mingyu began his duties as a L'Occitane brand ambassador this May
Mingyu began his duties as a L'Occitane brand ambassador this May
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Goh continues, “Together with his charisma and authenticity, we see Mingyu as a perfect match for our brand. We are very excited to be working with Mingyu and hope this partnership will inspire everyone to experience the luxury of taking time with L’Occitane.”
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About
Julianna has been interested in leading a literary life since she first read Frances Hodgson Burnett's A Little Princess at eight. Before working with Tatler, she was an archive intern at The Center for Fiction in Brooklyn, New York. She is a textbook Pisces who devotes most of her spare time to her crochet projects, watching classic films, and going through her never-ending pile of unread books. She studied creative writing, global literature and art history at Sarah Lawrence College, graduating with a Bachelor of Arts degree in 2022. Toni Morrison, Nora Ephron, Clarice Lispector and Jia Tolentino are among her all-time favourite writers.
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Julianna writes about fashion, beauty, sustainability, and the arts. She is always keen on conducting interviews with talented women who are changing the game in their respective fields.
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