Etude House Teases LE SSERAFIM’s Kazuha As Their New Muse, And Now The Internet Is Suspecting That The Brand Is Making Some Big Changes

Here’s why they think so.

LE SSERAFIM‘s Kazuha was just announced to be the new muse of Korean makeup and skincare brand Etude House (nowย ETUDE). The company announced it on their social media pages on October 25 with a never-before-seen photo of the Japanese singer.

With her back facing the camera, the words “Guess Who?” were written in white text. It was evident from the half turned face that it was none other than Kazuha.

Kazuha | @etudeplay/Twitter

The initial reaction from the public was one of pride. FEARNOTS quickly congratulated Kazuha for landing a solo beauty endorsement from a well known brand.

In fact, she was able to do so not even a year into her debut.

On the other hand, some netizens commented their surprise at Kazuha being chosen given that she deviates from the typical image of an ETUDE model: “This is unexpected,” “I was wondering if she would suit it,” and “Is ETUDE changing their image?”

Former K-Pop idols and actresses who endorsed the brand include Fanatic‘s Doah in recent years and iconic models Sandara Park, Song Hye Kyo, and Park Shin Hye in the past.

They are known for having a predominantly youthful, refreshing, and cheerful image.

Though Kazuha is all of these adjectives in real life, her magazine shots, official pictorials, and more tend to have a serious atmosphere to them.

Ever since she was introduced as a member of LE SSERAFIM through her solo ballet video, she was called elegant and graceful first and foremost.

She even carries herself with this air of classiness wherever she goes.

In LE SSERAFIM’s latest releases, she also easily pulls off the cooler and more carefree type of look.

Being an Etude house model will be a change of pace for the Japanese singer given the feminine and cute persona that they have cultivated for decades.

At the same time, it is possible that they deliberately chose Kazuha precisely because she is different from the celebrities they worked with in the past. This is in line with their rebranding wherein they recently changed their name from Etude House to simply ETUDE while modernizing their logo. They further said that they hope to appeal to “fun-loving millennials,” an older age group (born between 1981 and 1996) than the teenagers they often cater to.

If the trendy teaser image of Kazuha’s is any indication, they will go with a slightly more mature concept that still holds a hint of playfulness to achieve this.

| @etudeplay/Twitter

Only time will tell, and in the meantime, fans nonetheless can’t help but be excited for Kazuha’s new venture!

Source: theqoo


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