[Edaily Reporter KYUNG GYEYOUNG ] “AGE20’S,” a skin-first makeup brand operated by AEKYUNG INDUSTRIAL(018250), announced on the 19th that it has selected Ray from the K-pop group IVE as its global ambassador and is officially launching its rebranding as a global brand.

Although AGE20’S has previously selected K-pop group members as ambassadors in China, this marks the first time it has appointed a K-pop group member as an ambassador targeting both the domestic and global markets.

With this appointment, the brand aims to expand its target demographic in South Korea from middle-aged and older adults to younger audiences, while also broadening its reach to international consumers by leveraging Ray Co., Ltd.’s trendy sensibilities and influence as a star with a global fanbase. Ray Co., Ltd. enjoys high name recognition and a dedicated fanbase in both domestic and international markets.

AGE20’S will launch a rebranding campaign with Ray Co., Ltd. starting in the second half of the year. Beginning with the release of a photo shoot, the brand will run large-scale out-of-home (OOH) advertising campaigns in major commercial districts such as Gangnam, Seongsu, and Hongdae in Seoul, as well as at subway stations. It also plans to operate pop-up stores. In the global market, the brand intends to expand online and offline marketing to attract new young consumers and broaden its reach to a global audience.

An AGE20’S brand representative stated, “Together with Ray, who possesses a global fanbase and a trendy sensibility, we will showcase the new brand identity that AGE20’S aspires to,” adding, “We will promote AGE20’S unique ‘skin-first’ makeup philosophy to more consumers and strive to become a makeup brand loved not only in Korea but also in the global market.”