The Return of the Queen of Women's Cosmetics Ads... Lee Min-ho as Cellreturn Model

Cellreturn Accelerates Asian Market Expansion by Selecting Lee Minho as Brand Ambassador

[Asia Economy Reporter Jo Yoojin] Lee Minho, a blue-chip star in the cosmetics advertising industry, has been chosen as the advertising model for beauty device company Cellreturn. The trend of popular male stars serving as cosmetics models is expanding from skincare to hair and body care, color cosmetics, and beauty devices.

According to the advertising and cosmetics industries on the 10th, Cellreturn, a specialist in beauty devices, has selected Lee Minho as the new model for its 4th generation Platinum LED Mask.

Recently discharged from military service, Lee Minho is breaking his long hiatus and preparing to return with the drama "The King: Eternal Monarch" by writer Kim Eun-sook. Lee Minho gained a female fandom by playing Goo Jun-pyo of F4 in the 2009 drama "Boys Over Flowers," and was recognized as a blue-chip in the cosmetics advertising industry through his roles as a model for Amorepacific affiliates Etude House and Innisfree.

Lee Minho will join existing models Kang Sora, Park Seojoon, and Yum Jung-ah as a new face for Cellreturn. Cellreturn plans to speed up its Asian market strategy by adding Lee Minho, a key figure in the Korean Wave, as a model.

The advertising industry analyzes that the strategy of employing male models in the beauty sector targets two core demographics: women in their 30s and 40s with strong purchasing power and men emerging as a new consumer base.

Among the top three domestic beauty device companies, Cellreturn is the only one employing a male advertising model, Park Seojoon. This contrasts with competitors LG Pra.L and Bomiray, which have chosen top actresses in their 40s and 50s such as Kim Hee-ae and Kim Hee-sun.

An advertising industry insider explained, "The viral marketing effect of using a popular male star as a cosmetics advertising model is overwhelming." Previously, MAC and Banila Co. hired Minhyun and Kim Mingyu of NU'EST as models, respectively, successfully boosting lipstick sales and expanding their main consumer base to include teenagers.

There is also the purpose of 'inflow' to encourage more men to experience products in the growing male beauty market. Cellreturn’s LED mask targets not only women but also men as a core consumer group. In fact, male customers account for 25% of Cellreturn LED mask purchasers.

A Cellreturn representative said, "We are applying marketing strategies that reflect the consumer trend of an increasing proportion of male buyers for the LED mask."

This content was produced with the assistance of AI translation services.