Amorepacific's mise-en-scène hair-care brand selects Kang Min-kyung as new brand model; brand launches variety of campaigns for its renewed Perfect Serum, an intensive care serum for damaged hair

Sample article from our Beauty & Personal Care

November 14, 2022 (press release) –

Introducing a new look with the iconic celebrity Kang Min-kyung and Perfect Serum as the secret to smooth and shiny hair

mise-en-scène, a total haircare brand, has selected artist Kang Min-kyung as a new brand model and is launching a variety of campaigns for ‘Perfect Serum’.

Kang Min-kyung, who is active in various fields as a singer, CEO of a shopping mall, and a YouTuber with over 1 million subscribers and popular as an iconic figure with many wannabes who follow her, perfectly pulled off a wide range of looks and hairstyles including suit and off-shoulder look during a photoshoot for Cosmopolitan with mise-en-scène. One of the staff from mise-en-scène said, "We decided that Kang Min-kyung, who has a classy and trendy image, would best represent the stylish and professional look of mise-en-scène."

In an interview, Kang Min-kyung said, "I like to use Perfect Serum as a substitute for perfume because it makes my hair shine and adds a natural scent." She also mentioned that for someone like her who has multiple jobs, Perfect Serum is like a ‘cheat code for haircare’, expressing her love for mise-en-scène.

The campaign will be featured from November on outdoor billboards around Gangnam Station, at bus stops located in major commercial areas such as Hongdae and Hapjeong, and on posters on taxis and online.

Renewed earlier this year, mise-en-scène’s Perfect Serum is an intensive care serum for damaged hair with the message of 'softness with different ends'. Kang Min-kyung’s ‘cheat code for busy life’, Perfect Serum and No-Wash Treatment can be found at Olive Young as a special set and with additional discount promotion during November.

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Dan Rivard
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