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French luxury skincare label L'Occitane dropped a new campaign video featuring SEVENTEEN's Mingyu on August 5, 2024. The idol was named the house's first-ever Asia brand ambassador on May 21 this year at the L'Occitane Shibuya flagship store, a key location for the brand in Asia. Mingyu, who attended the event, pledged to convey L’Occitane's message of authenticity to Asian customers.
Following the appointment, L'Occitane has rolled out several posts partnering with the SEVENTEEN fame, including the video for the new campaign titled 'Take Time For Yourself.'
Launched on the premium body care label's socials and YouTube channel, it showcases Mingyu going through an intense dance practice session, after which he steps into the shower with L'Occitane's Huile De Douche Almond Shower Oil. The K-pop artist then announces the campaign's title, "Take Time For Yourself, L'Occitane."
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The newly released thirty-second video on the brand's official Japan YouTube channel discloses that the campaign is slated for September, drawing further attention from SEVENTEEN's fanbases worldwide. Social media is abuzz with discussions about the same, with one fan saying,
Other netizens also dashed to X after the campaign's new look with Mingyu.
"i really love mingyu’s skin tone, thank u L'OCCITANE for not whitewashing him nsjdjd he looks so freaking good," read a comment on X.
"god really took his time to create kim mingyu," one post read.
"What a way to start the week with Mingyu!!" a post stated.
Fans have been left speechless since the ad came out.
"god he is so so incredibly beautiful im speechless," said another fan.
"i have nothing to say anymore," stated an X-user.
"insane, purely insane," wrote another netizen.
The promotional video has taken over ad spots in several Asian countries, including Taiwan and Korea, and is being displayed in official flagship stores and electronic screens at various locations.
Meanwhile, accompanying the Limited Edition Almond Shower Oil Set, the luxe skincare range also added mini photocards of the idol with words like, "Celebrate this day, you are amazing" and "Slow down, love yourself" printed over its back.
SEVENTEEN's Mingyu x L'Occitane en Provence: A look at the K-pop phenomenon's team-up with the French skincare brand
Before dubbing Mingyu as the first-ever Asia brand ambassador for L'Occitane, the label updated its socials with a D-1 post, teasing who may be the new face for its Asia campaign. While keeping the information secret, they described the new mysterious ambassador as someone who knows how to take time out of a busy schedule.
"An icon who knows how to enjoy leisure in his own way amidst a busy schedule. Who will be the Brand Ambassador for Asia, together with L‘OCCITANE, will spread the Provençal lifestyle around the world?"
On May 22, L'Occitane updated its socials to present the new brand endorser announced at the Shibuya store event. They introduced the partnership as being between two icons who care about nature and people the most. Embodying the carefree and serene spirit of the brand, Mingyu stated,
“I am honored to be working with L’Occitane, a brand I have always been interested in," Mingyu said as per Marie Claire Korea.
"The genuine and eco-friendly L’Occitane and my positive personality will have great synergy, and I hope to do my best to convey these values to people across Asia.”
SEVENTEEN's Mingyu also posted on his own Instagram handle announcing the collaboration. A separate post on L'Occitane's Instagram shared another message from the MAESTRO rapper. It further disclosed his belief that feeling content and relaxed with what he is given is what he defines as luxury.
Referring to the new ambassador, Managing Director of L’Occitane Asia Pacific, Irene Goh, as per Marie Claire Korea, said,
“Despite his busy schedule with SEVENTEEN, Mingyu exemplifies the Provencal lifestyle of happily cherishing time for himself and those around him. His charisma and sincerity also perfectly fit the image that L’Occitane pursues, which is why we chose Mingyu as our Asian brand ambassador.
"We are very pleased to have selected Mingyu as our ambassador, and we hope that through this partnership, everyone can experience the true luxury of spending their own time with L’Occitane."
Other posts on the Asia campaign reveal the 27-year-old's views on body care, including how he takes care of his hands and what his thoughts are regarding the Huile De Douche Almond Shower Oil. The combined promotional content featuring Mingyu spreading the Provence lifestyle is being appreciated, as fans have also shown support by purchasing the limited edition sets.
In other news, SEVENTEEN's latest music release was with its single MAESTRO on May 3, 2024. Additionally, the PLEDIS Entertainment group's special unit JxW (Jeonghan x Wonwoo) also made its debut on June 17 with its first single album, This Man.
SEVENTEEN recently delivered an electrifying headline stage at Glastonbury Festival, making history as the first K-pop group to perform at the event. Presently, fans are highly anticipating the group's upcoming SEVENTEEN TOUR 'FOLLOW' AGAIN TO CINEMAS concert film hitting the theatres on August 21, 2024.
