Star power: Dr. G aims to solidify brand’s global presence with the help of K-Pop idols

By Amanda Lim

- Last updated on GMT

Dr. G is leveraging the international recognition of South Korea boy band SHINee to reinforce the brand’s presence overseas. [Dr. G]
Dr. G is leveraging the international recognition of South Korea boy band SHINee to reinforce the brand’s presence overseas. [Dr. G]

Related tags Korea Skin care K-Beauty Marketing

K-beauty brand Dr. G is leveraging the international recognition of South Korea boy band SHINee to reinforce the brand’s presence overseas, starting with Japan and Vietnam.

The brand has been focusing on developing its business internationally to drive future growth and was targeting markets in Asia, Europe and North America.

Dr.G is a derma skin care brand best known in Korea for its best-selling R.E.D Blemish range of skin care products as well as its line of sun care products.

It is owned by cosmetics firm Gowoonsesang Cosmetics, a subsidiary of Swiss company Mibelle Group.

In February, CEO Lee Joo-ho announced that the firm’s goal was to increase its exports overseas to 20% of total sales.

As part of its strategy to increase brand awareness globally, the firm has outlined a ‘two-track idol’ strategy. This strategy relies on the celebrity endorsements of Korean actor Song Joong-ki for its home market and boy band SHINee for overseas markets.

The latter was only recently appointed global brand ambassadors in March. The firm said it selected the band for its strong fan base both at home and abroad.

The company said it hopes that the popularity of the band can accelerate its aim of solidifying its position as a global skin care brand.

It is set to roll out marketing content and activities in first in Japan and then Vietnam.

It started in Japan first with SHINee-related marketing content and giveaways on Qoo10 in March. The brand debuted in Japan in 2021 and is available on major channels such as Qoo10, Rakuten and LOFT. It is available offline at around 3,800 touchpoints.

In Vietnam, the brand is starting to make headway with major channels such as Sociola, Watsons, Guardian, Shopee, and TikTok Shop. It hopes that its new marketing initiatives will help to raise brand awareness and make it known as a top derma beauty brand.

“We expect that SHINee's bright and clear energy and high recognition in the Japanese and Vietnamese markets will be able to exert synergy in building Dr.G's brand authenticity and local recognition. Overseas, we are preparing various marketing activities to solidify our position as a K-derma cosmetic brand that is recognised in the global market beyond Korea,”​ said Lee.

In addition to Japan and Vietnam, the company is also targeting markets such as China, Hong Kong and Singapore.

Beating the pandemic downturn

For the past three years, Gowoonsesang has recorded double-digit sales increases. In 2022, sales grew by 12% to KRW197bn (USD149m).

The company attributed this strong growth in the past three years to the increased demand for R.E.D Blemish skin care range as more consumers contended with sensitive skin issues as a result of the prolonged use of protective face masks.

In addition to Dr. G, Gowoonsesang owns the brand vividraw, which launched last year. The product range contains Vital Biome Water, which was co-developed with Mibelle Group through joint research.

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