Kao Corporation has launched skin care brand Bioré into the South Korean market alongside a new global campaign starring Korean boy band Stray Kids.
The Japanese beauty conglomerate said South Korea is a strategically important and highly influential market in the global beauty and skin care industry.
The launch into the market aims to enhance Bioré’s brand credibility on a global scale, and success in the market will serve as a “strategic springboard” for broader expansion across Asia and internationally, according to a company statement by Kao Corporation.
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“The sun care segment [in South Korea] in particular ranks among the largest globally and continues to grow,” the Kao Corporation statement continued.
Coinciding with its entry into South Korea, Bioré is also launching a global campaign centred on Bioré’s UV line, which is being fronted by Stray Kids.
The eight-member South Korean boy group, which was formed under multinational entertainment and record label JYP Entertainment, was founded in 2018.
They are best known for songs including God's Menu, MANIAC and Chk Chk Boom.
The campaign, centred around the tagline ‘Sunlight Is Your Spotlight’, will roll out across more than 15 countries and regions where Bioré UV is available to purchase.
Kao Corporation will kick off the marketing drive with a ‘Tour One And Only’ event to be held on 19 March in Seongsu, Seoul.
The brand will also partner with influencers across multiple markets.
“Global marketing plays a central role in accelerating Bioré’s growth,” said Emi Kobayashi, President, Skincare Business, Kao Corporation (Bioré).
“By bringing together Bioré UV – backed by our proprietary, world-class UV sunscreen technology – and Stray Kids, a group that continues to evolve on the global stage, we aim to establish Bioré’s position as a global leader.
“Our entry into the South Korean market is a pivotal step toward expanding our business across Asia and advancing our broader global growth strategy.
“Going forward, we will continue to refine our technological expertise and build a brand that is trusted by consumers around the world.”
Bioré is a core brand under Kao’s Global Sharp Top strategy, which is aimed at establishing leadership in key market segments through high-value products.
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