SHINee is teaming up with Etude House all over again. The cosmetic brand has once again called upon the iconic idols for a campaign involving the revival of discontinued products. The “REPLAY” Collection will bring back beloved eyeshadows that were first made popular when SHINee collaborated with the brand 12 years ago!
Etude House Launches ‘REPLAY’ Collection with SHINee
SHINee has recently inked a new contract with Etude House, marking their collaboration for the campaign of the upcoming “REPLAY” Collection. The partnership not only signifies the revival of the band’s association with the beauty brand but also hints at the return of some iconic products from the Look At My Eyes series.
Etude House, in their official announcement on Twitter, teased the fans with the prospect of re-releasing several fan-favorite shades of eyeshadow. These shades will be featured in casette-shaped palettes, creating a nostalgic and stylish appeal for beauty enthusiasts.
The collaboration posters prominently showcase SHINee members Key, Minho, and Taemin, who are seen flaunting the new eyeshadow palettes. The visuals are not only aesthetically pleasing but also generate excitement among fans who are eager to explore the revived products.
‘REPLAY’ Campaign Only Features 3 SHINee Members
Notably absent from the campaign is SHINee’s Onew, who is currently on hiatus. SM Entertainment, in a statement released on June 9, revealed that Onew, also known as Lee Jinki, decided to take a temporary break due to health issues. The agency shared that Onew had sought medical consultation, and it was recommended that he take some time off to focus on his well-being.
While Onew is not part of the latest Etude House campaign, his absence is understood to be related to his ongoing health hiatus. The singer had reassured fans earlier that he is dedicated to prioritizing his health and would return when he is ready.
The collaboration between SHINee and Etude House not only brings together the worlds of K-pop and beauty but also taps into the nostalgia of fans by reviving iconic products. The use of casette-shaped palettes adds a retro touch, making the campaign visually appealing and creating anticipation among consumers. SHINee’s influence extends beyond music, making their partnerships with beauty brands like Etude House a significant venture that resonates with a diverse and global fanbase.
