On September 18, 2019, Givenchy Beauty announced that Kang Daniel would be their new brand model starting with the brand’s signature lipstick line Le Rouge. A source from the brand’s marketing team stated, “Kang Daniel has received a lot of love in Korea for his bright and energetic personality. We believe the confidence and sophistication he shows on stage as an artist goes well with Givenchy Beauty’s image, which is why we chose him as our new model. We look forward to creating a great synergy effect with him through various activities as our brand model.”[s] His first photoshoot with the brand would be revealed through Cosmopolitan and Elle magazines for their October 2019 issues followed by the February 2020 Marie Claire issue. In February 2020, pre-sales for the Teint Couture Cushion and Teint Couture City Balm opened at ssg.com. The cushion sold out after one day.[s]
Kim Hyejin, a public relations manager at Givenchy Beauty, told Woman Donga the biggest reason for selecting a male star is that his fandom leads to a stronger brand recognition. Kang Daniel is an artist who has a passionate fandom. His sophisticated appearance on stage matched Givenchy’s various charms. Since he was selected as a model, interest in Givenchy Beauty’s bestsellers has been growing.[s]
On September 5, Allure Korea published an article about the growing prevalence of men endorsing makeup. As an artist who is loved not only in Korea but also overseas, Daniel was chosen because his confident and sophisticated appearance onstage matches the image of Givenchy Beauty. The Le Rogue lipstick he endorsed was sold out online and offline, proving his power. Since then he has consistently shown stylish looks through various pictorials such that makeup shown by men do not feel out of place.[s]
On December 28, Givenchy Beauty announced a contract extension for 2021, stating Kang Daniel’s unrivaled charm matches the image pursued by Givenchy Beauty and the photos and promotions with him had a brilliant effect. The Teint Couture Cushion, also known as the Kang Daniel cushion, was the best seller in 2020.[s]
On January 29, Givenchy Beauty announced Daniel would also model the perfume line, starting activities with 1st Look magazine covers.[s]
From a Givenchy staff’s Instagram story, the Kang Daniel cushion’s 1st round pre-sales sold out, and they had to produce more.
Givenchy x Marie Claire gifted Daniel a comeback cake with the support message: Givenchy Beauty is rooting for artist Kang Daniel.
Givenchy x W Korea gifted Daniel a 300-day debut anniversary cake.
W Korea’s July 2020 pictorial filming process was featured on Omniscient Interfering View Episode 107.
On September 16, home shopping network SHOWping Live had a signed Polaroid giveaway event for customers who bought Givenchy Beauty during the live broadcast. DANITY set a record for views (41k) and sales.
Givenchy x Cosmopolitan placed billboard ads on JTBC’s building.