BLACKPINK has 4 members, each holding multiple world-class luxury brands, but it seems that there are fewer and fewer local endorsements in Korea? What's going on? BLACKPINK's more than half a year of world tour is coming to an end, the four members of the scene strength is very resistant, across the screen can feel the atmosphere of the explosion, every performance is explosive in popularity, no wonder by the major luxury brands to compete to stand on the platform, "XXX in the world" is as if tailored for them.
However, Korean netizens found that Jennie, Jisoo, ROSÉ and Lisa seem to have fewer and fewer advertisements for local Korean brands. For example, Jennie's soju brand "First Drink Chule" spokesperson position was replaced in only 2 years, a situation rare in the soju advertising industry, although the brand side just chose the popular Jennie as the spokesperson to drive sales, but still failed to stop the trend of declining sales. Some people in the industry believe that Jennie's advertising effect does not always meet expectations. More netizens felt that Jennie was not so much gone in local advertising, but rather gradually turning to international brands and international markets with Jennie's influence and focus. In addition to Jennie, the other 3 teammates are almost in the same situation, almost all of them are international big names, and they are very popular in foreign markets.
In the first two years, South Korea's local high-end skin care brand "Sulwhasoo" replaced Song Hye Kyo and used ROSÉ's new endorsement, hoping to enter the market of 20 generations of young people, which was indeed effective at first, but the stamina was slightly insufficient. Recently, a 20th generation BLACKPINK fan posted a discussion with netizens, saying that although he liked the members of the group, he still regretted the products endorsed by the members. IN THE ARTICLE, SHE SAID THAT SHE IS A 22-YEAR-OLD WHO LEARNED ABOUT SULWHASOO BECAUSE OF ROSÉ'S ENDORSEMENT, AND THIS MARKETING METHOD HAS INDEED ATTRACTED THE ATTENTION OF THE YOUNGER GENERATION. The department store also carefully arranged the brand display cabinet, attracting consumers with ROSÉ photos and videos. Fans tried the product with curiosity, but were frightened by the strong smell of ginseng, although it smelled very elegant, but it was very incompatible with their 20-something age, which 20-year-old would wipe it? Expressed a depressed mood.
As soon as the post was exposed, it immediately resonated with many netizens, and they all said: "The brand image is indeed young after ROSÉ endorsement, but there are no products suitable for young people at all, but the brand image has become younger, and the price is expensive for us, only the packaging has changed, what else can we expect?" ", "marketing is completely off-track, brand consumption targets should be mothers, the company doesn't even know who likes to buy it blindly", "ginseng flavored cream + packaging that looks young", "i actually don't really understand why rosé endorses", "it's better to divide product lines, young people, middle-aged groups, elderly groups", "it is because of ROSÉ that the brand becomes younger, but there are no people in their 20s using it", "ROSÉ and ginseng taste are very unmatched" and so on.