In a move to enhance its global footprint, AmorePacific's beauty brand, HERA, has excitedly renewed its contract with BLACKPINK's Jennie as their Global Ambassador for the sixth year in a row. This decision aims to tap into the superstar's vast popularity and influence, intending to spark further growth and stand out in the competitive beauty market.

Following this announcement, Amore Pacific's stock price saw a jump of 6.67%. A representative from HERA expressed enthusiasm about the continued partnership with Jennie, stating, "JENNIE perfectly embodies the beauty philosophy and values that HERA stands for, making her the ideal partner to help us connect with customers worldwide. We're thrilled to extend our relationship with her." They further added, "Together with Jennie, we aim to promote the Seoul beauty philosophy that HERA champions. We're planning a variety of brand activities to spread our message more broadly and resonate with even more people."

For other hand, HERA plans to accelerate their global business expansion with Jennie by introducing flagship products such as black cushion foundation, which has exceeded 100 million cumulative sales, silky stay custom match foundation with 125 color shades and sensual nude balm & gloss featuring clear colors and natural volume.

HERA’s collaboration with Jennie dates back to early 2019, marking six years of partnership characterized by successful promotional campaigns and brand representation. As HERA continues to evolve its brand identity and expand its global reach, the renewal of Jennie’s contract symbolizes a mutual commitment to excellence. The alliance between a prominent beauty label and a worldwide sensation such as Jennie underscores the influential impact of genuine relationships and mutual principles in beauty industry.