Jimin is once again proving his commercial power in the beauty industry.
K-beauty brand LADOR announced that its new “Perfume Hair Oil Angel Muguet” campaign featuring Jimin quickly became a major success, reportedly reaching the No. 1 spot across all categories on both Korea’s Olive Young and Global Olive Young online platforms in record time.
The campaign generated strong buzz across social media and online communities almost immediately after launch, highlighting both LADOR’s growing global presence and Jimin’s influence as a brand ambassador.
According to the company, sales of LADOR’s perfume hair line increased by approximately 500% after Jimin joined the brand as global ambassador.
What makes the partnership particularly effective is how naturally Jimin’s image aligns with the product itself. The new “Angel Muguet” scent is inspired by lily of the valley and was designed to reflect a clean, soft, and refined atmosphere — qualities many fans already associate with Jimin’s public image and aesthetic.
Rather than focusing solely on celebrity visibility, the campaign leaned heavily into emotional branding and identity-driven marketing, which has become increasingly important in both K-beauty and global fashion campaigns. Consumers today are often drawn not just to products themselves, but to the lifestyle, mood, and personal narrative attached to them.
LADOR also emphasized the technical side of the product, including personalized hair care options based on hair condition and thickness, heat protection up to 200°C, shine enhancement, and long-lasting fragrance performance.
The success of the campaign reflects a broader shift happening across the beauty and fashion industries, where celebrity partnerships are becoming less about simple endorsements and more about creating emotional connection and brand identity. And few artists currently command that kind of consumer trust and engagement as strongly as Jimin.
A brand representative stated:
“Since Jimin joined as a global ambassador, sales of the perfume hair line have increased by approximately 500%, and it has also had a positive effect on expanding both brand and product recognition. There is great significance in how naturally the model’s image aligned with the brand’s direction, leading to strong consumer response and tangible sales results.”
