Song Kang’s irresistible radiance and natural glow shine through as Bobbi Brown’s newest Asia Pacific brand ambassador.
Following EXO’s Kai’s appointment as ambassador for YSL Beauty and Cha Eun Woo for Dior Beauty, Bobbi Brown’s move to tap on the dynamic actor Song Kang makes it clear that the big beauty names are normalising the change in the zeitgeist of the industry, operating on a more progressive system that makes space for Gen Z’s disregard of gender binaries.
As the conversation around skincare and beauty for men slowly become independent of the “grooming” umbrella term, a rise of more genderless and natural-looking products that seek to enhance more than transform is observed, likely to fit in with the way more cishet men are starting to use makeup.
Song Kang’s favourite Bobbi Brown products echo this sentiment, which ranges from the hydrating Intensive Serum Foundation, handy and subtle Extra Lip Tint and the light yet heavy-duty Soothing Cleansing Oil. Song Kang also flaunts the Intensive Skin Serum Cushion Foundation, alongside his remarkably pristine complexion.
Best known for his roles in K-dramas like Nevertheless, Sweet Home, Navillera and Love Alarm, Song Kang has in this Netflix era cemented his status as one of South Korea’s up-and-coming actors to watch. While he is lauded for his sensitive and thoughtful approach to playing an adventurous range of characters, there’s no denying that the wunderkind’s innocent yet magnetic gaze is not contributing (or mainstay) reasons for his supportive fan base, also recently christened “Songpyeon”.
“Song Kang brings a fresh energy to the Bobbi Brown brand,” said Karin Tran, Vice President and General Manager of Bobbi Brown Asia-Pacific. “We are excited to amplify his star power to connect our brand with a new generation of consumers in Asia while continuing the brand’s legacy of celebrating individual beauty.”
Whether or not this trajectory of the beauty industry’s development continues in this manner, the final destination will always be to normalise the notion that beauty and skincare are for anyone with skin. Thankfully, we have beautiful men like Song Kang who are here to make that foray much less unorthodox and unsurprisingly natural.
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