New launch
The sun care compact, named BTS x VT Essence Sun Pact, was launched on 16th June to Korean and global consumer bases.
BTS and VT Cosmetics’ sun essence cushion will be part of VT Cosmetics’ existing sun care line.
Targeted at the teens and early 20s demographics, the new sun care range combines the environmentally-protective element and consumer concerns relating to sun care damage, with pop culture and an established and trusted product range to build upon the success of skin care focused items in the Asia-Pacific (APAC) region.
Personalised packaging
The duo’s sun care pact packaging comes in seven different shades: pink, purple, blue, yellow, white, green and grey. These particular colours were specifically selected by members, enhancing the power of the customisation trend dominating the Korean and APAC marketplace. These individual colours represent the different members of the group and their individual personalities.
Korean boy pop group, BTS, otherwise known as Bangtan Boys, has entered the cosmetics industry by pairing up with renowned sun care provider, VT Cosmetics, to release beauty products that highlight the pop group and its individual members to appeal to Korean and wider audiences.
Along with the sun care product, BTS and VT Cosmetics’ product portfolio includes a hand cream collection with seven different designs that feature the faces of each member. These are also personalised with the official autograph of each member to attract the teen and early 20s demographic.
Overcoming worries, embracing loves
Available through VT Cosmetics’ official website, the collaboration merges cosmetics with pop culture. Beauty product buyers will also receive exclusive photo cards with images of the individual BTS boys on to create appeal and hype amongst younger audiences that are exploring cosmetics.
The detrimental effects of the sun and the environment play heavily on the purchasing decisions of consumers living in large urban cities in Asia, with formulators and marketers focusing on claims relating to sun care protection.
The partnership between BTS and VT Cosmetics represents how hybridisation is not only crossing beauty sectors but industries too, to appeal to both consumer concerns and their enjoyment of modern pop culture.