If there’s ever been a clearer sign that the trend for all things Korean in beauty is going absolutely nowhere (or I should say, is continuing to spread everywhere), it’s this. Estee Lauder has just signed Irene Kim, a Korean (you might say ‘it’ girl) social media influencer and TV personality, hosting popular South Korean fashion and beauty programmes.
As a ‘Global Beauty Contributor’, Irene will be creating beauty content across EL’s social platforms. It’s less this bit that’s really important, actually, but more that one of Irene’s remits is to help Lauder understand Korean beauty more (I’m pretty sure they do already to be honest, but this signals a bigger interest in Asian influenced beauty which will eventually translate to our shelves – that’s all to the good). Personally, I think it’s their best signing yet in terms of shaking things up a bit and a clear commitment to picking up global trends in beauty.
Estee Lauder is always a little tentative when it comes to trends – it seems like they’re a brand that prefers to watch and wait to see how others do, so this may well mean that they take a lead in bringing across trends that are huge in one part of the world but not others. In turn, that would make them trend leaders, which currently they are not.
So there are a lot of nuances to this signing… we can’t also ignore that Irene Kim has a huge, huge social media following which will also translate nicely into EL£££s.
If you want to follow Irene Kim, you’ll find her @ireneisgood on Twitter and the official YouTube announcement HERE.
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