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BLACKPINKJennie Kim started the year off strong. After launching her own company, strange workshopin late December, the star celebrated her 28th birthday in style last January with a new HERA campaign highlighting the brand’s new lip launch, which is finally available for purchase in the US.
Starring in the new Rouge Classy campaign from South Korea’s leading beauty brand HERA, Jennie shines in Rouge Classy lipstick in red seoul, the standout shade from the brand’s new lip collection. Developed over two years, the tRouge Classy lipsticks formula is said to last between matte and satin and boast 12 hours of longevity.
Courtesy of HERA.
Jennie first partnered with HERA as an ambassador in 2019. She was the face of the launch of the brand to the US market through Amazon in 2021.where the new Rouge Classy collection will also be available starting in March for $45 a piece.
As K-pop’s influence on beauty grows, retailers have been trying to keep up with demands outside of Korea. HERA’s ten versatile Rouge Classy shades were created in collaboration with a South Korean-born womenswear designer. Jaden Cho to capture the “Seoul Haute Couture Sophistication”. the sleek line of colors is lightweight, buildable and breathable, perfect for anyone who isn’t a fan of traditional lipsticks.
the campaign, which has been running since early January, not only features K-pop legend Jennie but also giant CGI tubes of Rouge Classy. Taking a page from Maybelline Sky High Mascara TikTok Ad that took over the Internet, HERA makes Rouge Classy a true Seoul classic with its arrival in some of the city’s gems: the AMOREPACÍFICO Headquartersiconic Han Riverand Alleys of Euljiro.
Courtesy of HERA.
Courtesy of HERA.
Seoul Red, in particular, is really a red lip that doesn’t wear you down. Designed to express the fearless attitude of South Korea’s capital, the color aims to “break down prejudices that red is ‘too chic’ or ‘too much’ and instead embrace the beauty of its boldness.”
As seen in Jennie’s campaign photos, the red is bold but delicate. Instead of a perfectly lined and filled-in red lip, the BLACKPINK star opts to use the lipstick more lightly on her Cupid’s bow and the lower corners of her mouth, giving it a more lived-in look.
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