(G)I-DLE Soojin and Stray Kids Hyunjin's advertisement materials for Peripera and Clip were taken down, respectively, as an aftermath of their bullying issues. In response, the cosmetic company explained why they have to do it.
On March 2, the Korean news outlet released an exclusive report, revealing the reason why CLIO Cosmetics had to take down the advertisement materials of (G)I-DLE Soojin and Stray Kids Hyunjin.
In particular, Hyunjin is currently a model to CLIO, while Soojin is the ambassador for Peripera, a makeup collection brand launched by CLIO cosmetics, their parent company. Unfortunately, both were simultaneously accused as school violence perpetrators by different netizens, leading the brand to panic.
Related Article: Stray Kids Hyunjin Accused of School Bullying + JYP Entertainment Released Statement
CLIO Temporarily Took Down the Advertisement Material of (G)I-DLE Soojin and Stray Kids Hyunjin
The prominent female idol Soojin was just recently announced to be Peripera's new face, but the company was jinxed after model controversy. Unfortunately, their recent ambassador for two years, April Naeun, was also embroiled in various bullying and dating controversies, making it harder for the company.
In response, Peripera temporarily halted their activities with their idol and removed ads both in their local and international stores, the same for Hyunjin. Actually, a netizen also shared how Soojin's face was covered with stickers following the issue.
Industry experts revealed that "Model preference leads to revenue that's why companies need to be careful," adding that celebrities involved in any controversy which was proven to be true can be sued by the company.
Read More: (G)I-DLE Soojin's Bullying Victim Believed to be Actress Seo Shin Ae as the Latter Posts Cryptic Instagram Story
CLIO Explained Why They Have to Take Down the Idols' Ads
Due to their rush actions, K-pop fandoms of the aforementioned stars are protesting and asking for reasons why they need to remove their billboards and SNS post advertisements.
In response, CLIO said on its official SNS, "We immediately stopped all promotional activities related to the model right after the controversy. We also asked domestic and foreign partners to stop using the content and stop linking the model." This is also to make sure that their profit won't be affected.
They added, "It's embarrassing to be at the center of controversy because it's something that we haven't considered when choosing a model. Unfortunately, we cannot disclose all the segments in the contract, but we are considering filing an advertisement return suit based on the wording of damages or penalties in the contract when the results of the school violence controversy become clear."
Lee Young Ae, a Professor from the Consumer Department of Incheon National University, said that advertisers should be more careful about checking their reputation, not just popularity, when selecting models, such as considering their personal lives and past activities to attain the goal or values the company pursues.
You Can Also Read: K-netizens Claim APRIL Naeun Bullied Them + Naeun To Sit Out Group Activities Due To Shock
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Written by Eunice Dawson
