JW Pharmaceutical selects girl group aespa as models for artificial tears ‘Friends’

JW Pharmaceutical announced on the 12th that it has selected the girl group aespa as the new advertising models for its total eye care brand ‘Friends’. Through this contract, aespa will be in charge of promotional activities for the artificial tears ‘Friends Eye Drop’ and the eyelid cleanser ‘Aisseuk Eyelid Cleaner’.

The company explained that aespa was selected as models because their healthy and sophisticated image aligns with the direction the brand pursues. Starting from the 20th, a full-scale advertising campaign will be deployed through TV and digital media, etc. This marketing, which puts an idol group at the forefront, is interpreted as a strategic move to expand the customer base to the younger generation in the eye drop market, which has traditionally centered on the middle-aged and elderly.

A reorganization of the product lineup was also carried out. Friends Eye Drop has newly revamped its packaging by applying an integrated brand identity (BI). In particular, hyaluronic acid was added to reinforce the ingredients of the three types: Mild, Cool, and Cool High. A representative from JW Pharmaceutical stated, “With this model selection and renewal as a starting point, we will approach consumers more closely,” and added, “We will continue to introduce products that satisfy various eye care needs.”

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