Son Ye-jin stars in $20m marketing drive

Three years after entering Hong Kong, Korea-based skincare brand Marier has turned to South Korean superstar Son Ye-jin (孫藝珍) in a big push for its new product, SCCM Ampoule.

Created by Spice, a new agency under digital firm Kitchen, the campaign leads with a TV commercial with heavy support of social media, mobile, print, outdoor and offline activities. In total the cosmetic group is spending some HK$20 million.


The largest allocation of its budget goes to the Korean star, who comes with a price tag of more than $7 million.

Angel Ho,  director  of Marier Hong Kong, said the money is worth spending, as a reputable Korean idol is the best way to cut through a cluttered skincare market.

"Hong Kong people have special love for celebrities and celebrity endorsement is the most effective way to put our brand into locals' minds," she told Marketing.

Ad spending in the skincare industry has fluctuated this year amid weakening consumer spending. According to AdmanGo, the sector dropped 5% year-on-year from Jan to Feb 2015, and another 5% in April. After a rebound in May, it experienced a 2% drop again in July.