K-Beauty service brand PURIQUE has officially appointed boy group AHOF member JL as its first ambassador, unveiling its debut advertisement at the newly opened branch on Bonifacio High Street.
This advertisement marks PURIQUE’s entry into the Philippine market, serving as both the brand’s first promotional video and a visual declaration of its direction and identity.
The ad centers on transformations that take place during visits to PURIQUE, highlighting stylish makeovers led directly by JL, who personally guides models through striking before-and-after changes.
In particular, the ad draws attention by showcasing refined, trend-forward K-styling rarely seen in traditional Philippine salons. With elegant natural-light cinematography, personalized hair-color recommendations based on personal color analysis, and the detailed touch of young designers, the ad communicates PURIQUE’s unique style philosophy beyond mere promotion.
More than just brand publicity, this campaign resonates with a narrative of “the intersection of two entities choosing a new beginning.
JL, who first debuted as an idol in the Philippines, refused to settle and chose to challenge himself once again in Korea to step onto the larger stage of K-pop. Through a survival program, he overcame fierce competition to debut as a member of AHOF, and he continues to perform on the global stage as a K-idol today.
Likewise, PURIQUE was founded not as a mere overseas expansion but as a brand born from in-depth analysis of the Philippine beauty market. It is powered by young, stylish Korean designers who offer trendy cuts and hair coloring recommendations through a simple personal color analysis and differentiated K-style consultations.
What sets PURIQUE apart from most local salons is its ability to propose styles grounded in youthful, modern sensibilities—an element that delivers a clear distinction in the market.
Thus, the partnership between JL, embarking on a renewed leap, and PURIQUE, beginning a bold new journey, goes beyond a simple brand collaboration. It leaves a strong impression as a narrative encounter symbolizing challenge, transformation, youth, and style.