Since the dawn of modern marketing, the endorsement of beauty products has been the domain of some of the world’s most beautiful women. But for the first time in the Philippines, one of the biggest Korean celebrities is putting his name to a well-loved cosmetics brand.
Some may find BYS Philippines’ latest marketing move unconventional, but to people who know the power and reach of K-drama shows—that’s Korean-drama to the unitiated—among Filipino women, it makes perfect sense.
To mark its 8th year in the country, the makeup brand, which originated in Australia and is exclusively distributed in the Philippines by IFace Inc. through Watsons, has tapped Korean actor and heartthrob Park Seo Jun as its newest endorser.
Since the dawn of modern marketing, the endorsement of beauty products has been the domain of some of the most beautiful women in the world. But for the first time in the Philippines, one of the biggest Korean celebrities is putting his name and, to a certain extent, his face to a well-loved cosmetics brand. This he does, of course, without having to put BYS’ best-selling lipsticks and eye shadow on.
“BYS has always prided itself on being a relevant brand. Since the Hallyu wave is at its peak, we’ve chosen one of the biggest K-drama stars to be the cheerleader of the brand and encourage women to Be the Extra in the Ordinary,” reveals Angie Goyena, GM of iFace Inc.
The development is the latest in a string of moves that the Korean actor has been lending his celebrity to since his hit psychological drama, Kill Me, Heal Me. With a huge Instagram following, YouTube Gold Play button and stellar acting career tucked under his belt, Park Seo Jun has provien his charisma and versatility as an actor and endorser.
Behind the cameras and beyond the public eye, the mild-mannered actor is known for his compassion. Though he has a lot on his plate, he recognizes the importance of focusing on the people around him, whether it’s by showing support for his co-stars or helping in disaster relief efforts.
These are the same values BYS Philippines has embraced through the years—professional, on-trend, accessible and customer-oriented. The beauty brand has remained steadfast in creating innovative products and collaborations, which its growing consumer base considers as great tools for self-expression. And in its commitment to stay relevant and purposeful, BYS Philippines has formed this partnership with Park Seo Jun with some exciting things lined up in the next few months.
“I believe the products of BYS Philippines can help you express and bring out your best selves, and allow you to move ahead and be the extra in the ordinary,” the actor shares. “Extraordinary starts with you and I’m here to cheer you on.” After all, the difference between ordinary and extraordinary is that little “extra.”
BYS is available at Watsons, The SM Store and online on Amorfia and Lazada.
