Bringing BLACKPINK to shoot commercials can’t save it! Korean netizen: ROSÉ Bai endorsed

The 4 members of the BLACKPINK team each hold multiple world-class luxury brands, but it seems that there are fewer and fewer endorsements in Korea? How is this going?

BLACKPINK’s half-year world tour is about to come to an end. The four members’ on-site strength is very strong, and you can feel the atmosphere of the whole audience through the screen. Every performance is bursting with popularity. Invited to the platform, “Human XXX”is like tailor-made for them.

However, Korean netizens found that there seem to be fewer and fewer advertisements for Korean local brands such as Jennie, Jisoo, ROSÉ and Lisa. For example, Jennie’s shochu brand “Chudrink Chule”was replaced in just 2 years. This situation is rare in the shochu advertising industry. Still failed to stop the downward trend in sales. Some people in the industry also believe that Jennie’s advertising effect does not meet expectations every time. More netizens think that instead of saying that Jennie disappears in local advertisements, it is better to say that Jennie’s influence and focus are gradually shifting to international brands and international markets. Except for Jennie, the other three teammates are almost in the same situation. They are almost all international big names who are very popular in foreign markets.

In the past two years, South Korea’s local high-end skin care brand “Sulwhasoo”replaced Song Hye Kyo and used ROSÉ as a new endorsement, hoping to enter the market of young people in their 20s. It was really effective at the beginning, but the stamina was a little lacking. Recently, a 20-generation BLACKPINK fan posted a post to discuss with netizens, saying that although he likes the group members very much, he still regrets the products endorsed by the members. In the article, she stated that she is a 22-year-old young man, and she only learned about Sulwhasoo because of the endorsement of ROSÉ. This marketing method has indeed attracted the attention of the younger generation. The department store also arranged brand showcases very carefully, attracting consumers with photos and videos of ROSÉ. Fans tried the product out of curiosity, but were intimidated by the strong ginseng smell. Although it smells very elegant and delicate, it doesn’t match their age in their 20s. May I ask who in their 20s would wear it? Woolen cloth? expressed depression.

As soon as the post was exposed, it immediately aroused the sympathy of many netizens, who said: “After the endorsement of ROSÉ, the brand image has indeed become younger, but there are no products suitable for young people. It’s just that the brand image has become younger. For us, the price It’s also expensive, only the packaging has changed, what else can we expect?” , “The marketing is completely off the mark, the target audience of the brand should be mothers, and the company does it blindly without knowing who likes to buy it” , “Ginseng taste cream + youthful-looking packaging” , “I don’t really understand why ROSÉ endorses” , “it’s better to divide the product lines, young, middle-aged, and elderly” , “it’s because of ROSÉ that the brand becomes more For young people, but no one in their 20s is using it”, “ROSÉ doesn’t match the smell of ginseng”, etc.