Did 'Sulwhasoo' aim too young with their model Rose?

Article: "From Song Hye Gyo -> Rose" Sulwhasoo's value declines

Source: Money Today via Naver

1. [+1,355, -23] Just the name 'Sulwhasoo' already evokes the notion that it's a brand meant for older women... so for Rose to be their brand model feels a bit mismatched.

2. [+655, -6] Sulwhasoo needs to pick from a more Kim Tae Hee, Song Hye Gyo, Jun Ji Hyun tier of models... Rose is at an age where she could be using Daiso cosmetics every day and still not see a wrinkle.

3. [+608, -21] Sulwhasoo has the image of being a brand for rich, older ladies, so to have Rose as their model? Feels like a drop in class! And with class, I'm referring more to a mismatch in needs between what Rose represents, which is youth, and what the brand promises to provide, which is whitening and wrinkle erasing. Rose's natural youthfulness makes the brand look like any other skincare brand on the market that doesn't necessarily cater to the specific things Sulwhasoo is known for.

4. [+200, -3] ㅋㅋㅋㅋ Feels a bit odd to have Rose as the model for a cosmetics brand used by middle-aged women ㅋㅋㅋ

5. [+160, -2] The brand should've hired a classier celebrity in the 30s-40s age range..

6. [+101, -0] It doesn't make sense for a girl group member to be advertising Sulwhasoo, whose main consumer base is women in their 40s and 50s. It's like expecting BTS to advertise saw palmetto supplements or a girl group to advertise menopause supplements.

7. [+93, -1] Sulwhasoo is used by mothers... so why would they choose a single woman as their model? Honestly, even Song Hye Gyo felt a bit young for their consumer base. Rose would be more fit for Olive Young. Sulwhasoo is a brand that people Rose's age buy for their parents for mother's day...

8. [+89, -4] It's not just Sulwhasoo, all brands are on the decline with exchange rates and inflation, the Ukrainian war.. ㅠㅠ

9. [+74, -2] The decline was to be expected, tsk tsk. They thought an '81er was too old so they swapped her out with a '97er by ignoring the fact that their main consumer is women born in the '80s... moreover, Chinese consumers prefer the more traditional beauty types, which Song Hye Gyo was perfect for. A young idol can never catch up to that kind of look.

10. [+49, -0] The model just... isn't a fit for the brand's image ㅜㅜㅜ I like Rose but I'm just speaking objectively here...

11. [+51, -4] Just simply, Song Hye Gyo is a better fit for Sulwhasoo

12. [+47, -0] It never made sense, to begin with, to hire a K-Pop idol for a brand used by middle-aged women???

13. [+48, -4] I don't hate Rose... but let's be real, she has a long face with a rice scooper jaw. She's not a match to the likes of models like Lee Young Ae and Song Hye Gyo. Plus, the Chinese love sharper, flashier faces like Fan Bing Bing...

14. [+39, -4] Sulwhasoo should've gone with Lee Young Ae after Song Hye Gyo~~ perfect both in image and age range

15. [+35, -2] Sulwhasoo's brand image is all about being luxurious and dignified, which was Song Hye Gyo!!!!! ㅠㅠㅠ You can't just think that youth trumps all. There's a concept that you need to consider. Being young isn't the answer to all your problems!! Even the name Rose itself just doesn't match Sulwhasoo at all.

16. [+29, -1] Rose makes the brand feel like Missha. An actual actress would've been a better fit.

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