The South Korean DJ and producer stars in “Not Our First Rodeo”, the brand’s latest campaign.
Considered an icon both inside and outside the DJ booth, Peggy Gou has just been named the global face of Beauty of Joseon. This strategic move has been accompanied by the development of a visual narrative that combines equestrian imagery with the absolute glow of SPF Day Dew, the Korean beauty brand‘s new star product.
After partnering with Sephora US, Beauty of Joseon has decided to enter the global market, and there is no better ambassador than Peggy… obviously. True to her bold and cheerful style, the protagonist embodies a contemporary reinterpretation of the horse girls with a minimalist, seductive, and elegant aesthetic.
In this campaign, the brand focuses on the product and elevates the concept of sunscreen to an aesthetic expression of duality and simplicity: luminous, effortless skin. Because Day Dew Sunscreen SPF 50 is not your typical sunscreen. It has been formulated with niacinamide and hyaluronic acid to offer broad-spectrum protection and a light texture that melts into the skin, leaving a shiny finish without residue. An essential step in any skincare routine.
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