L’OCCITANE, a French beauty brand, announces MINGYU of SEVENTEEN as its new brand ambassador for Asia. The partnership marks the first time the brand has appointed an ambassador specifically for Asia, aiming to introduce the beauty and lifestyle of Provence to a broader audience in the region. L’OCCITANE emphasises the importance of embracing the Provencal lifestyle, which includes savouring each moment, reconnecting with nature, and taking time to care for oneself and loved ones.
The official announcement event was held on May 21st at the L’OCCITANE Shibuya store, located at the Shibuya Scramble crossing. This store is recognised as a flagship destination for L’OCCITANE in Asia and attracts numerous visitors annually, providing a significant stage for the introduction of the brand’s partnership with MINGYU.
“L’OCCITANE has always been deeply connected to the essence of Provence, where life unfolds at an unhurried pace amidst fields of Lavender and groves of Almond trees. MINGYU embodies the ideal modern yet Provencal lifestyle — busy but happy to be so, yet appreciating the luxury of taking time to care for himself and those around him. Together with his charisma and authenticity, we see MINGYU as a perfect match for our brand. We are very excited to be working with MINGYU and hope this partnership will inspire everyone to experience the luxury of taking time with L’OCCITANE,” Irene Goh, managing director, L’OCCITANE Asia-Pacific, said.
MINGYU is set to begin his activities as the brand’s official Asia ambassador starting in May.