In a move highlighting its dedication to celebrating beauty and empowering women, French luxury brand Guerlain appointed South Korean actress Song Hye-Kyo as its new Asia Pacific Ambassador. Known for her grace and versatility, Song Hye-Kyo brings a fresh vibrancy to the brand’s vision of “singular beauty.”
Song Hye-Kyo, a revered figure in South Korean entertainment, is the latest to join the Guerlain family, following a teaser announcement on the brand’s Instagram on January 15 with the caption, “New Year, new Ambassador.” She is prominently featured in Guerlain’s new campaign, showcasing the brand’s iconic Rouge G lipstick in shade 518 Le Rose Blush, a symbol of elegance and sophistication.
Expressing her excitement, Hye-Kyo remarked, “I am happy to be the new ambassador of Maison Guerlain. This house is the quintessence of timeless elegance, combining innovation with tradition. I am excited to start this journey with Maison Guerlain.”
With its rich history in perfume, cosmetics, and skincare, Guerlain sees Hye-Kyo as a perfect embodiment of its values. Gabrielle Saint-Genis, CEO of Guerlain, emphasized this alignment, saying, “I am very proud to welcome Song Hye-Kyo into our family. She is a strong woman, a talented artist, and an icon of her industry, epitomizing a resolutely contemporary femininity.”
Known for her compelling performances in beloved television dramas like Autumn in My Heart, All In, and That Winter, the Wind Blows, Song Hye-Kyo has captivated audiences with her nuanced portrayals. Beyond her acting accolades, she also serves as an ambassador for luxury jewelry brand Chaumet, further cementing her status as a global fashion and beauty icon.
Guerlain’s decision to partner with Song Hye-Kyo reflects a growing trend in the beauty industry of tapping South Korean celebrities for their influence and appeal. In 2024, Estée Lauder appointed singer and actress Lee Ji-eun (IU) as its first-ever Korean Global Brand Ambassador, recognizing her substantial social media influence and her ability to connect with a diverse audience. Similarly, K-pop sensation Hanni of NewJeans became the face of Gucci Beauty, expanding her existing collaboration with the luxury brand.