Nature Republic had already spent eight years making EXO, exclusively idol group, as the model of their brand, and it may end up pretty soon. According to the cosmetics industry on the 16th, Nature Republic has decided not to extend its exclusive contract with EXO, which will expire on the 29th of February. EXO has been a model exclusively for the Nature Republic since 2013.
Ahead of the expiration of the contract, Nature Republic notifies store owners to the expiry of the agreement and encourages them to use up their products, including collaborative products with EXO, which they hold in the store. Earlier last month, Nature Republic released "EXO Edition Water Tint," a special edition of the brand that collaborated with EXO. It is also launching a global color campaign by unveiling makeup pictorials with the concept of "12 Shades of Light."
Some interpret that the decision not to extend the eight-year-old contract is due to the marriage of EXO's main vocal Chen and the news of his second year. Chen wrote a self-written letter through a fan site on the 13th, announcing his marriage to a non-entertainment bride. Since then, he has dominated the portal site's real-time search term. However, the brand confirmed that it is not related to the issue.
"Although it is difficult to say when exactly EXO's exclusive contract expires, it is going to expire on the contract by this spring," a Nature Republic official said. "It is not related to this issue (with the expiration of the exclusive contract)."
The attention was given on who will be the next model for the Nature Republic after EXO. "The selection of the new model for the Nature Republic has yet to be finalized," the official said. "It is an issue under consideration." Nature Republic stated that not only the basics but also various products such as 'Provence Air Skin Fit One Day Lasting Foundation' and 'Protouch Color Master Shadow Palette' became popular. So it has come to propose various makeup looks that utilize them together with EXO.
The company plans to deliver a new and fresh brand image through pictorials that are different from existing ones, and to make separate pictorials for overseas-only products to actively use them for marketing in the country. The latest pictorial is more specialized and meaningful, reflecting the opinions of fans from the overall concept to makeup products. Through its official SNS, it surveyed makeup look that best matches EXO, and it expressed the beauty created by the harmony between light and shadow in a total of 12 images, including fans' desire to see EXO's various charms.
It added to the different atmosphere of day and night to the members' individuality and charm. At 8 am, the sun-lit #Glorious Look at the sun at noon, the #A_ray_of_sunshine Look at different times, and #Starlight Look, which resembles the starlight in the sky at 1 am, expressed different moods in makeup.
Nature Republic will present a post-card book containing the entire cut of EXO's makeup pictorials as a gift when it purchases more than a certain amount at stores and online shopping malls nationwide from the 18th of April.
