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Japanese And Korean Cosmetics Brands Hire Celebrities As Endorsers For Asian Markets

January 13, 2015: 12:00 AM EST
Japanese and Korean cosmetics companies are hiring celebrities to help promote their products across Asia. SK-II signed up Japanese actor Yuki Furukawa as brand ambassador, bringing him to Guangzhou to promote the company. Korean cosmetics brands, meanwhile, are enlisting male K-pop celebrities to strengthen their ability to compete with major international brands, such as L'Oreal and Unilever.
Michelle Yeomans, "Japan turns to celebrity ambassadors to capture beauty market", Cosmetics Design , January 13, 2015, © William Reed Business Media SAS
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