K-idols the new faces for make-up

2NE1's Sandara Park and BigBang's G-Dragon front Moonshot's new cushion compacts.
2NE1's Sandara Park and BigBang's G-Dragon front Moonshot's new cushion compacts. PHOTOS: MOONSHOT
2NE1's Sandara Park and BigBang's G-Dragon front Moonshot's new cushion compacts.
2NE1's Sandara Park and BigBang's G-Dragon front Moonshot's new cushion compacts.

Unlike the natural and more feminine looks that most Korean make-up brands go for, beauty label Moonshot offers vivid colours and more graphic tones in its collections to make itself stand out from the crowd.

The label, launched in 2014 by South Korean entertainment powerhouse YG Entertainment, comprises basic skincare and a range of make-up.

In an interview with The Straits Times, Ms Jenny Park, Moonshot's creative make-up director, says the move to incorporate shades such as neon yellow and bright orange came after the brand observed that other labels had mostly girly colours such as pink and coral.

"We wanted to play with a wider colour spectrum," says the 45-year-old chief make-up stylist.

She was in Singapore last week for the launch of the brand's newest cushion compacts: the Microfit Cushion SPF 50+ PA+++ ($36), a liquid foundation cushion compact; and the Moonflash Cushion SPF 50+ PA+++ ($36), a cushion compact that can be used as a primer, a base or a highlighter. Moonshot products are available here at Sephora outlets.

The two new products are fronted by popular K-pop idols G-Dragon of BigBang and Sandara Park of 2NE1, both of whom are YG Entertainment artists.

When asked about the role of YG artists in the cosmetics label, Ms Jenny Park says they are chosen when they match the products. "We do not use one artist for all the products. The products and artists have their own characteristics and image and we want to match them strategically."

For example, she explains that G-Dragon was chosen to be the face of the Microfit Cushion "because of his unique style and identity" and to help promote the product to men.

Moonshot has used other talents from YG Entertainment, such as model Choi Sora, actress Lee Sung Kyung and model-actress Jung Yoo Jin.

Overall sales have grown by about 36 per cent every month since the brand's launch in October 2014. Using K-idols as spokesmen has proven to be a hit with consumers as sales of Moonshot products skyrocketed by 440 per cent when the new cushions were released.

Some of the label's other bestsellers include its Cream Paint ($33), a pigmented creamy colour for cheeks and lips; and Jelly Pot ($29), a jelly-like colour that works on the cheeks, lips and eyes.

A version of this article appeared in the print edition of The Straits Times on April 28, 2016, with the headline 'K-idols the new faces for make-up'. Print Edition | Subscribe