Twice new ambassadors of big(?) Indonesian skin care brand Scarlett

Idk this brand but this could be big

Everyone wants Twice! World domination!!!!

Get that bag

Brand must be big enough to have all 9 Twice members to endorse it

The owner is an actress too in Indonesia. This brand is getting more and more popular lately. Their body products (that i have) smell REALLY good.

Wow nice

soo jong ko one of the endorser

Sojoongki

Jinnga, Nanda, Mona, Santi, Mirna, Dara, Chacha, Juwita and Yoo Beep Beep are all happy with that.

I knew something is happening since they appear on a shopee event for 9.9 sale, hope more big brands coming for them soon!

Hopefully the company isn't actually renowned for whitening products (and it's just in the name for whatever reason) as on the face of it that would be a pretty tone deaf endorsement for a group looking to make moves in the US/west. Especially considering there was already some noise around it with Jessi's show.

Song Jong Ki is also one of their brand ambassador. It's not common brand, and can't find this product in local supermarket. But it's quite popular, even my sister loves the lotion.

Quote from stan12345

Hopefully the company isn't actually renowned for whitening products (and it's just in the name for whatever reason) as on the face of it that would be a pretty tone deaf endorsement for a group looking to make moves in the US/west. Especially considering there was already some noise around it with Jessi's show.

Oh, that's true

Apparently it’s fromis but it makes no sense are they popular in Indonesia

Oh please don’t play with me )2€&2@‘s,-?€

Quote from killthisfenty

Apparently it’s fromis but it makes no sense are they popular in Indonesia

Oh please don’t play with me )2€&2@‘s,-?€

Good, not worth the whitening controversy as ridiculous of a reach as it sounds.

Guess it is true...you stan Twice for clear skin.

I'm Indonesian but never heard of the brand

Covid needs to be over so that I can travel back and visit whats up in Indonesia once in a while

Kinda reminds me, shocked that there's a Kopiko pp in Hometown Chacha. These Indonesian brands using Hallyu to promote their brands lol

As common as 'whitening' is for Asian cosmetics quite a few brands have been dropping the term for a more global consumer base... this brand seems fairly 'local' but it's still not a good look for the girls. Especially with US promotions happening at this very moment.

Sorry to be a bummer but I've seen this issue quite a lot over many years as K-beauty in particular became more global.

Quote from TheBotter

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Yeah, it's a shame that the company or whoever is booking CF's for Twice made such a big error in judgement This just is not a good fit at all for them right now and I really think they shouldn't be partnered or advertising a brand like this right now at all.

I think Scarlett is also trying to re-brand tho at least, from a quick look you can see most of the packaging and adverting has dropped the whitening suffix and it seems like some products were changed too. They had a product called Whitening Facial Wash that has since been re-branded to Brightening Facial Wash so hopefully they too have become aware of the problematic image of skin whitening and drop that as a sales pitch with Twice...cos really there's no way for that not to look terrible for the girls.

Just saw this on Reddit had to look up the thread on AKP. Who is picking their endorsement? This is not a good one

Hoping they will drop this deal. I don't care if it's huge in Indonesia or if they are trying to rebrand, this is not a good look for TWICE, especially not when they just got their first BB100 entry.

Tbh I dont give a fuck at all about what my idols were endorsing. Just because they endorse these products dont mean they know, use or care about said products. Didnt those samsung pomoting idols showed their apple phones immediately after their contracts end? Why would my faves even used or cared for garbage local Indonesian products like these whitening cream? Korea is 100 times better at makeup and beauty products anyway.

Some idols are endorsing Nike, adidas Samsung etc and y’all think an Indonesian brand will ruin twice I know they entered to the us market but the GP don’t even care some celebs are problematic and still relevant

Quote from Armedryu

Tbh I dont give a fuck at all about what my idols were endorsing. Just because they endorse these products dont mean they know, use or care about said products. Didnt those samsung pomoting idols showed their apple phones immediately after their contracts end? Why would my faves even used or cared for garbage local Indonesian products like these whitening cream? Korea is 100 times better at makeup and beauty products anyway.

A lot of people do care though as it's representative of the group. Its easy to cite indifference when it's something that doesn't bother you but it clearly bothers a lot of people. People are still indifferent to things such as blackface in certain parts of the world.

This is just a stupid misstep from the company and an easily avoidable one. The fact that JYPE deleted the tweet regarding the endorsement pretty soon after means there will already be discussions going on around this internally (hopefully).

Twice are a global brand. Their fanbase is global. The social media they put out promotional material on when endorsing these brands is global and to that global fanbase. They're going to be judged on global standards as that's who the audience of the group is. If it was some Indonesian actor with no global fanbase promoting it no-one would care as that's purely a domestic affair and wouldn't even reach the ears of people outside of Indonesia. JYPE's lack of tact in managing a truly large group has been obvious for a long time.

Quote from stan12345

A lot of people do care though as it's representative of the group. Its easy to cite indifference when it's something that doesn't bother you but it clearly bothers a lot of people. People are still indifferent to things such as blackface in certain parts of the world.

This is just a stupid misstep from the company and an easily avoidable one. The fact that JYPE deleted the tweet regarding the endorsement pretty soon after means there will already be discussions going on around this internally (hopefully).

Twice are a global brand. Their fanbase is global. The social media they put out promotional material on when endorsing these brands is global and to that global fanbase. They're going to be judged on global standards as that's who the audience of the group is. If it was some Indonesian actor with no global fanbase promoting it no-one would care as that's purely a domestic affair and wouldn't even reach the ears of people outside of Indonesia.

God, sometimes these people of JYPE were so braindead, you wouldnt understand how some of these people were able to work in entertainment industry

Quote from TheBotter

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I know a portion of the fans don't care much but this issue is actually turning out to be huge. the fandom is pretty much aghast and from what I've seen outside of indo Once 90% of people are mad, like really mad.

They haven't even began promoting it yet and other fandoms haven't seen it yet but they will and when they do it'll only get worse. This is a disaster and has to an extent had a really bad reflection on Twice....regardless of it not being their choice most people don't know that and will not afford them benefit of doubt.

Honestly no real way to sugar coat this, it's an absolute disaster. I'm at a loss really, this has totally overshadowed the good work of last week, the upcoming 6th year celebrations, the Chaeyoung MP, etc.

It's worrying Twice is managed by a team of people who couldn't foresee this being an issue and the company response is only making it worse.

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I don't think it's that much of a disaster but ideally it's something JYPE will just bite the bullet on and swallow whatever penalty fee is in the contract. It's not something they can wait on or try to explain and if you're Scarlet you're questioning what they're doing.

If you're Scarlet you hired Twice and probably paid a lot of money for their global appeal and audience, yet they've deleted the promotional exposure they've paid for barely an hour after posting it. They didn't get Twice to endorse it to just promote through channels Indonesia specific. They could probably get a Indonesian celebrity that's more popular there to do it cheaper.

But if JYPE try and post this on Twice social media outlets, which is the gateway to the exposure Scarlet want it'll just get bombarded with hate and will get the company and Twice bad press. Doesn't really seem like a workable relationship.

Personally, reading that the company want to change their image and JYPE let them use Twice, who have one of the cleanest images in the business, to try and do that is pretty disappointing. Could the money really have been that good

Edit: The unavoidable collateral damage to this though is Indonesian Twice fans. If 90% see no issue with the brand yet can see the disdain from everyone else, to the extent that they cancel the endorsement, I can imagine they'll feel pretty marginalised and it could impact their support there. Twice have never been the biggest in Indonesia but as it's such a big country the fanbase there is still pretty relatively large. But from this position I don't see how you can avoid that.

tbh Scarlett is not that big of a brand even in Indonesia and if this deal harms Twice (which sounds like it already did), jyp should take action quickly. Scarlett fuck up with their branding, taking the word 'whitening' instead of 'brightening'. Having brighter skin is indeed still seen as more desirable over here, but for me personally the word whitening makes me think of a product that is not safe for your skin (aside from the problematic image). The products themselves i think are really nice, but the way you market the products will influence the way people see your brand as a whole. When i first discovered this brand, i thought it was a cheap brand and side eye it because the name whitening.

Okay, in all fairness, this is a local Indonesian product so you can all shut up about it.

Quote from Armedryu

Okay, in all fairness, this is a local Indonesian product so you can all shut up about it.

I'm too lazy to even read those long ass posts, probably something I don't care about anyways

Skin whitening is a billion dollar business and absolutely rooted in self-hate, there's a lot of discourse around it and its not something that is favourably looked upon in the west tbf. SK beauty standards are already so whitewashed, that ridiculous filter they put on their idols to lighten their skin is so weird.

It's not a good look to endorse a product that promotes whiter skin (brighter still means whiter, it's just coded language), when your most enthusiastic supporters will be SEA and other Asians who don't fit the pale bright beauty standard. It's not a good look. Especially when you want to break into the US Market that pretends to care about diversity and acceptance of other races and skin colours.

Lmao, koopies have a problem with Twice selling whitening creams now but not with their idols looking like mimes in some presentations. Also they are fine with some brands who use sweatshops (Nike comes to my mind) BUnch of hypocrites

Is everything that they endorsed purely whitening products?

I'm excited to see the photos

Just noticed the whitening portion... I guess we'll see. Maybe they won't be advertising those products but it's sad that they're being sold by this company in the first place. I don't think it's the fault of the girls so they should be left out of it, but definitely in the future JYP should be careful with what brands they pick when trying to enter the US and other markets because it can become an issue, and skin whitening is such a sad thing. Something that shouldn't be encouraged

But a lot of Asian products that use “brightening” is basically “whitening”. It’s just a different term to look more safe lmao. If this Indonesian brand didn’t use the word whitening this would’ve gone unnoticed by a lot of y’all lol. Even major American beauty brands like L’Oreal and Garner have skin whitening products lol.

Quote from Armedryu

Okay, in all fairness, this is a local Indonesian product so you can all shut up about it.

"Fairness", you say?

Quote from TheBotter

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Personally I will have to slightly disagree, I think the issue is big as it's the first real time a controversy/scandal involving the group doesn't really make them the victims necessarily. Other times most people were on Twice side but now this directly calls their opinions on such a serious issue into question. Yes most likely the group have 0 say who they do and don't endorse, but the masses will never know about that or care.

All they see is Twice advertising for a product who primarily focus on whitening and when you have such a massive portion of your fans being from SEA, black communities and so on it's a difficult thing to wipe away or ignore as this time company decisions have directly offended and hurt your own fans and that's a huge deal.

Already sites like K*boo picked it up and soon so will likely Allkpop and S*mpi and it'll just worsen from that point as JYPE have 0 idea on how to handle scandals, they've just sent the girls on a social media spree hoping to cover it up, but honestly that's just drawn more ire and hate towards the members.

The only answer is a quick concise statement explaining the mistake in judgement and lack of education to pair Twice up with Scarlett and pay off the contract and pay for the loses on the product line they are launching with Twice. That's going to be hugely costly and JYPE have cared more about money than reputation for a long time so that isn't going to happen.

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twitter is going crazy about this

Why are they endorsing a local Indonesian brand when they can easily bag a global skin care brand?