IVE member Jang Wonyoung shooting a skincare brand pictorial. Courtesy of Dr. Althea

IVE member Jang Wonyoung shows off her clear skin.

Premium K-beauty company The Pure Lab announced on the 3rd that Jang Wonyoung of the group IVE has been selected as the new global model for skincare brand Dr. Althea. After releasing a teaser video for the new campaign on the 28th of last month, The Pure Lab distributed the official pictorial today, signaling the start of full-scale marketing activities.

Observers say the campaign focuses on Jang Wonyoung in quiet moments of everyday life rather than her glamorous look on stage. In the photos, she wears a sky-blue outfit and poses with products from the brand to emphasize her clear skin. The brand aims to leverage her recognition to strengthen its symbolism in the global market.

IVE member Jang Wonyoung shooting a skincare brand pictorial. Courtesy of Dr. Althea

A representative from The Pure Lab said about the background of the model selection, “To effectively deliver the brand philosophy that pursues clean beauty to the global MZ generation, we selected Jang Wonyoung, who holds influence across markets worldwide, as our model.” Based on the steep growth recently achieved in major overseas markets, the company plans to expand the brand on a global scale.

Dr. Althea plans to sequentially release campaign videos and visual pictorials with Jang Wonyoung. In addition, it will roll out outdoor advertising in major hubs such as Gangnam and Hongdae in Seoul to broaden the campaign’s reach.

IVE, the group Jang Wonyoung belongs to, is actively promoting with the title track ‘Black Hole’ (BLACKHOLE) from the second full-length album ‘Revive Plus’ (REVIVE+).