Age20's names IVE's Rei as global ambassador, kicks off rebranding push

Age20's has named Rei of K-pop group IVE as its global ambassador and will launch a rebranding campaign in the second half of the year, the company announced Wednesday.

The cosmetics brand plans to build out a "skin-first makeup brand" identity and reach consumers at home and abroad through Rei's influence. The effort will begin with brand films and photo shoots, followed by outdoor advertising at major commercial districts in Seoul — including Gangnam, Seongsu and Hongdae — as well as subway stations. A pop-up store is also planned.

"Together with Rei, who brings a global fandom and a sharp sense of trends, we are ready to unveil a new vision for Age20's," a brand official said. "We aim to grow into a makeup brand loved not just in Korea but across global markets."