L’Occitane taps SEVENTEEN’s Mingyu as first brand ambassador for Asia

Luxury French luxury retailer L’Occitane has appointed Korean boy band SEVENTEEN's member Mingyu as the brand’s first ambassador in Asia.

This comes as L’Occitane recognised the growing importance of embracing the Provencal lifestyle—one that values savouring each moment, reconnecting with nature, and taking time to care for oneself and loved ones.

This strategic partnership aims to introduce the beauty and lifestyle of Provence to a broader audience in Asia. In a conversation with MARKETING-INTERACTIVE, the first collaborative campaign is expected to be unveiled around Q3 2024.

The brand also took to its official Instagram to announce the new partnership, “Take time in the coming months to discover how Mingyu cares for himself and his loved ones with our premium body care range,” the post reads.

The partnership was officially announced on 21 May at the L’Occitane Shibuya store. This store is recognised as a flagship destination for L’Occitane in Asia and attracts numerous visitors annually, creating a global stage for the introduction of the brand’s partnership with MINGYU.

Irene Goh, managing director of L’OCCITANE Asia-Pacific, said, “L'Occitane has always been deeply connected to the essence of Provence, where life unfolds at an unhurried pace amidst fields of lavender and groves of almond trees."

Goh added that Mingyu embodies the ideal modern yet Provencal lifestyle - busy but happy to be so, yet appreciating the luxury of taking time to care for himself and those around him.

"Together with his charisma and authenticity, we see MINGYU as a perfect match for our brand. We are very excited to be working with MINGYU and hope this partnership will inspire everyone to experience the luxury of taking time with L’Occitane," Goh added.

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Meanwhile, Mingyu expressed his honour to collaborate with L’Occitane, a brand he has always been interested in. He believes that his positive personality aligns well with the brand’s authentic and nature-friendly image. He expressed his commitment to delivering these values to people across Asia alongside the brand.

Mingyu is set to begin his activities as the brand’s official Asia ambassador starting in May, according to the release. Updates regarding the recent event in Japan can be found on L’Occitane's official social media channels and Instagram.

Back in September 2023, L'Occitane en Provence revealed that Aria Mia Loberti will front the brand as its newest global brand ambassador, according to a post by the brand on Instagram. 

The actress, who has starred in films such as All the Light We Cannot See and more, is also a writer, scholar and human rights activist, according to L'Occitane en Provence. She is also legally blind and roots her work in extending help to those who struggle with visual impairment.

(Photo courtesy: L’Occitane’s official Instagram page)

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