On January 16, the French luxury perfume and cosmetics brand Guerlain announced the appointment of Song Hye Kyo as its newest ambassador.
“Reflecting the pursuit of independent beauty and commitment to women's empowerment, Guerlain is delighted to introduce globally renowned Korean actress Song Hye Kyo as the brand's Ambassador,” Guerlain wrote on its social media accounts.
Guerlain is known as one of the oldest perfume brands in the world, with a history of 197 years and is currently part of the luxury group LVMH. Song Hye Kyo is the first Asian star to be chosen as an ambassador for this brand.
Gabrielle Saint-Ginest - CEO of Guerlain - praised Song Hye Kyo as "a cultural icon who perfectly represents the feminine, modern and quintessential beauty of Korean cinema".
As a top Korean star, Song Hye Kyo is currently the ambassador for many high-end brands in all three areas of fashion, jewelry and beauty - respectively Fendi, Chaumet, Guerlain.
On January 24, Song Hye Kyo will return to the big screen after 11 years with the movie “The Priests 2: Dark Nuns”. Before the movie was released, the actress attracted attention with her mysterious exorcism role as the nun Junia.
In the context of Korean cinema going through a gloomy year due to unsatisfactory revenue, Song Hye Kyo's return is expected to bring a new work, creating momentum for the market.
