Beauty of Joseon has named South Korean DJ and producer Peggy Gou Global Ambassador to help accelerate its growth.
The partnership is described by the Korean skin care brand as a “natural alignment between two Korean powerhouses who have each bridged East and West on their own boundary-breaking terms”.
Gou is one of the most recognised names in dance music with hits like ‘(It Goes Like) Nanana’, garnering more than a quarter-of-a-billion streams.
Her ambassador role will see her spotlight Beauty of Joseon’s Korean heritage and support the growth of its global community.
“Her influence goes beyond music or fashion. It is cultural,” read Beauty of Joseon’s Instagram post breaking the news.
“She has brought Korean beauty to the global stage with a kind of presence, style and vision that only she could.”
The out-of-house (OOH) campaign will roll out across London, UK, from 11 August, with placements lighting up key locations during a four-week takeover.
The locations include tourist hotspots Leicester Square, Carnaby Street, Oxford Circus, Knightsbridge, Bank, Piccadilly Circus, Covent Garden, Bond Street, Charing Cross, Victoria and Waterloo.
Beauty of Joseon was founded in 2019 by Sumin Lee and is known for fusing tradition – the beauty rituals of the Joseon Dynasty – with modern science.
Kiehl’s, Huda Beauty and Rimmel London are among the other beauty businesses tapping into music this year to solidify their brands.