Thursday, February 23, 2017

The Lip Wars


Online malls, department stores, drugstores, duty free shops... These are the battle scenes for the lip wars and TV is the main mean of propaganda. "We have to absolutely book an actress starring in a drama. Dramas are more responsive than movies or variety shows" a brand spokesperson confessed.

In the drama "Goblin", Kim Go Eun's Lancôme Absolute Rouge sold out two weeks after its release.

Lucky Romance Hwang Jung Eun's Giorgio Armani Lip Maestro 505 Pink Bubble was the best seller in June and July of last year.

Same goes for Jealousy Incarnate Gong Hyo Jin's Tension Lip Oil Tint.

This boost in sales also affects the overall sales of the brand. The foundation makeup, eye pencil sales of Sisley also increased after the Jeon Do Yeon's appearance in The Good Wife.

W's Han Hyo Joo's soft silk Rouge  and pink coral shades have doubled in monthly sales since the airing of the drama.

Beauty brands are now eager to book actresses who participate actively in TV.

In fact the origin of this whole situation is Jun Ji Hyun in My Love From The Stars. It's  well known that her products from the drama sold out all over the world, not just in South Korea. The anecdote goes that even the brands were shocked and confused at the time.

1. Legend of The Blue Sea, Jun Ji Hyun, Rouge Holic Exceptional HERA.

2. Lucky Romance, Hwang Jung Eum, Lip Maestro Pink Bubble GIORGIO ARMANI.

3. Jealousy Incarnate, Gong Hyo Jin, Virgin Kiss Tension Lip Oil Tint, CLIO.

4. The Good Wife, Jeon Do Yeon, Phyto Lip Twist, SISLEY.

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