Recently, has been reported that most of cosmetics companies in Republic of Korea are in a race to sign idols as be their brand's representation. The popularity to sign idols to model their products become a quite fierce competition. Those companies regard idols can help them to raise their brand's awareness. Idol craze in Japan, China and Southeast Asia (as the targeted market) is seen as their opportunity.
Between all the idols, Girls' Generation regarded as the most remarkable. Currently, Yoona, Seohyun and Yuri are Girls' Generation's members that represent three different cosmetics brands.
From 2009 to present, Yoona is the model for a natural cosmetic, Innisfree. Amore Pacific Mamonde chose Yuri as their muse. While Seohyun represent LG Health Care Cosmetics brand, The Face Shop.
Girls' Generation, as well, also active to promote other products in various fields, including diet foods and become the face of a department store.
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