Amorepacific Corporation, a leading cosmetics company in Korea, laughs and cries at the luxury brand 'Sulhwasu' model Song Hye-kyo. Song Joong-ki and his first official activity since the marriage of the century began with Amore, but he has been boiling the advertiser in recent divorce proceedings. Amore has chosen 'righteousness' considering the relationship with the last 19 years and the remaining contract period, and Song Hye-kyo is interested in what kind of action he will respond to Amore's support in the future.
'Muse' Song Hye-kyo for Amore, Amore
Song Hye-kyo is considered to be the best model in the domestic advertising industry. In addition to Sulwhasoo, it also promotes beauty device 'Make-on'. He is also active as a 'Muse' such as high-end home appliances 'Dyson', bottled water 'Isis' and jewelry brand 'Shome'. The drama 'Dawn of the Sun', which he starred in, became very popular both in Korea and throughout Asia, and ransom soared to the ceiling. The industry estimates Song Hye-kyo's advertising model cost to more than 1 billion won. It has been evaluated as worthy of investment by marrying Song Joong-ki, a top actor, with a high reputation both inside and outside.
At the time, Amore said, "Song Hye-kyo will be a true storyteller (storyteller) of the Sulwhasoo brand."
In the industry, Amore chose Song Hye-kyo as a countermeasure for Lee Young-ae, a luxury brand 'Hoo' model of LG H & H, and it was analyzed that it had signed a long-term contract.
Song Hye-kyo also lived up to this with 'Fever Days': It filled all of its first official activities with amore since their fall 2017 marriage. Song Hye-kyo participated in the "Korea-China Economic and Trade Partnership" Event and dinner with President Moon Jae-in and President Xi Jinping in December of that year, along with Seo Kyung-bae, chairman of the Korea Pacific Corporation Group. At that time, many Chinese media put cameras on Song Hye-kyo, who appeared after the wedding ceremony.
Three months later, on March 15, Sulwhasoo selected the Seoul Flagship Store Memorial Event as the first official ceremony in Korea. It is meaningful that he attended various Events related to Amore when his share price was the highest.
The drama "Boyfriend," which became popular among women in their 20s and 30s this winter, attracted attention as it was cast with Park Bo-gum. Song Hye-kyo, who boasted unchanging beauty after marriage, showed influence enough to sell out the product by frequently using Sulwhasoo lipstick in the drama.
At the time, Amore said, "Sulhwasu Essential Lip Serum was released in 2016 and was not a new product, but after the broadcast, it was sold out at major stores in department stores." Thanks to this, sales grew more than three times compared to the previous year. "
Song Hye-kyo and Amore's good days have become Song Joong-ki and breaking, and we do not know how it will develop in the future.
Objectively, the word 'divorce' is not a combination for cosmetics companies.
Nevertheless, Amore chose to be righteous. When the news of Song Hye-kyo's divorce decision was announced, "Divorce is my personal life. It has nothing to do with the contract contents and it has nothing to do with future model activities. "
Song Hye-kyo has been working only on the Amore brand for 19 years since the 'Etude House' in 2001, when he was just an adult. It is an analysis that even considering the long years, it would not have been possible to say goodbye only to divorce issues or leave room for future possibilities. I can not ignore the part that I am already appearing in the middle of the Sulwhasoo advertising model.
Song Hye-kyo will not know the sincerity of this amore, industry analysis says. As I have done so far, I can try to reverse the image through work, and I can send a reply to the advertiser Amore.
In fact, he said he was considering appearing in the movie Saint Anne' as his next film while he was in the process of divorce. If Song Hye-kyo returns to Saint Anne', it will appear in silver film in five years after the movie 'My Life' released in 2014. If you catch up with the workability and the box office, you can stand up against the divorce issue.
An industry official said, "Song Hye-kyo has been endlessly positioned as a 'hot day' without rest even after marriage. "We will see divorce and work as separate," he said. "Now advertisers are confused, but if the next work is decided and the result is successful, will not it change again?"