Hanskin Appoints RESCENE’s Minami and Jenna as Brand Models

Hanskin, an iconic beauty brand known for its innovative reinterpretation of technology and ingredients from Celltrion, has appointed Minami and Jenna from the rapidly rising girl group RESCENE as brand models. This initiative is part of a new rebranding campaign that encapsulates the brand's fresh direction.

RESCENE has gained significant popularity, recently topping the Melon TOP100 chart with their hit song 'LOVE ATTACK' after two years since its release. The group has further expanded its public recognition through distinctive social media content, including Minami’s 'Geoje Yahoo' meme and Jenna's Gyeongju dialect, establishing itself as an advertising blue chip after ranking first in brand reputation among rookie idol groups in July.

By selecting Minami and Jenna as brand models, Hanskin aims to strengthen its connection with the MZ generation, highlighting the youthful and trendy energy that RESCENE embodies. This strategic partnership is expected to enhance Hanskin's unique brand image.

The campaign is characterized by its focus on storytelling that connects the themes of 'growth' shared by both Hanskin and RESCENE. With the slogan 'Unleash the pink potential within you,' the campaign showcases the innovative formula of the Hanskin 'Ara Lotus PDRN Hyaluronic Radiance Serum' through striking visuals that illustrate the unique mixing process with the serum's pink ball.

This collaboration seeks to convey a sense of empathy between the brand and its models to both their fandom and consumers. Hanskin plans to raise awareness of key products, including the 'Ara Lotus PDRN Hyaluronic Radiance Serum' and 'Cleansing Oil & Blackhead,' through various marketing activities aimed at enhancing brand favorability and extending consumer engagement.

A spokesperson from Hanskin commented on the significance of proactively selecting Minami and Jenna, stating, 'Their rapid rise in recognition through music and content on social media is meaningful in the beauty sector. We aim to create a new brand image that resonates with the MZ generation by connecting their youthful energy with the heritage of Hanskin.'

The PDRN Pink Ball Radiance Serum campaign featuring Hanskin and RESCENE’s Minami and Jenna will officially launch on August 24, with special promotions across major online and offline channels such as Olive Young and Musinsa. Additionally, campaign visuals will be displayed through outdoor media in key commercial districts like Gangnam and Seongsu. The narrative of the campaign will also be shared through a series of brand films on Hanskin's official social media channels.