by REERA YOO | @reeraboo
editor@charactermedia.com
South Korean actress Claudia Kim, also known as Kim Soo-hyun, has been named the face of Bobbi Brown in Asia, becoming the first-ever Asian model to represent the brand.
This is the first time Bobbi Brown has ever chosen a model for one specific market rather than globally, according to Women’s Wear Daily (WWD). While Kate Upton will remain as the brand’s global face, Kim will debut as the brand’s Asian spokesmodel later this month by appearing in a series of online how-to videos, TV spots, print ads and on-counter visuals. The campaign will be exclusive to South Korea through June. In July, it will be extended to other Asian countries.
Kim is known for her role as “Khutulun” in the Netflix original series Marco Polo. She will be making her Hollywood film debut in the Marvel blockbuster Avengers: Age of Ultron, which is slated for a May 2015 release.
“I am thrilled, as an Asian woman, to become the first Asian face of an international brand like Bobbi Brown,” Kim said, according to BNT News. “Bobbi Brown is a brand that I loved before that, I especially like its Long wear gel eye-liner, it’s my essential. The brand’s products completely enhance a girl’s beauty in the easiest way.”
Asia is Bobbi Brown’s largest market outside of America, estimated to bring in about 35 percent of the brand’s global business, compared with the U.S.’s 40 percent, writes WWD.
“We’re about maximizing what you’ve got — and in Asia, particularly in Korea. The current Korean beauty trends share many similarities with Bobbi’s philosophy: natural makeup that focuses on glowing skin,” said Maureen Case, president of Bobbi Brown Cosmetics.
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Photo courtesy of Bobbi Brown Cosmetics
