“JL, taking on a new challenge in Korea, and PURIQUE, starting fresh in the Philippines – the meeting of two narratives.”
MANILA, Philippines — K-Beauty service brand PURIQUE has officially appointed JL, member of the rising K-pop group AHOF, as its very first ambassador. The announcement was made alongside the unveiling of PURIQUE’s debut advertisement at its newly opened flagship branch on Bonifacio High Street, marking a powerful introduction of the brand into the Philippine market.
A Fresh Start, A Bold Statement
The advertisement, PURIQUE’s first-ever promotional video, serves as both a creative showcase and a visual declaration of the brand’s identity. Highlighting stylish transformations that take place at PURIQUE salons, the campaign features JL personally guiding models through striking before-and-after makeovers.
With its refined cinematography, natural-light visuals, and focus on personalized hair color analysis, the campaign distinguishes PURIQUE from traditional salons. Trend-forward styling, youthful design sensibilities, and the expertise of young Korean stylists position the brand as a fresh force in the Philippine beauty scene.
Two Journeys, One Narrative
More than a standard celebrity endorsement, this collaboration tells a story of renewal and ambition.
- JL’s Journey: Originally debuting as an idol in the Philippines, JL refused to remain within boundaries. Choosing to challenge himself in Korea, he entered a survival program, overcame fierce competition, and successfully debuted as a member of AHOF. Today, he continues to perform on the global stage, representing resilience and transformation.
- PURIQUE’s Mission: Rather than being a typical overseas expansion, PURIQUE was developed through in-depth research of the Philippine beauty market. Powered by young Korean stylists, the brand offers trendy cuts, personalized hair color consultations, and K-style makeovers that bring a distinctly modern and youthful edge.
A Partnership Symbolizing Transformation
The partnership between JL and PURIQUE goes beyond brand publicity. It symbolizes the intersection of two narratives: a rising K-pop star embracing new challenges and a forward-thinking K-beauty brand taking its first bold steps in the Philippines.
Together, JL and PURIQUE represent challenge, transformation, youth, and style—a perfect alignment that resonates with today’s generation of beauty and music fans alike.
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