Analysis of the BOUQUET GARNI Brand Film with LE SSERAFIM Kim Chaewon
1️⃣ Intro
The brand film “BOUQUET GARNI with KIM CHAEWON,” released by BOUQUET GARNI, is an emotional beauty campaign featuring LE SSERAFIM’s Kim Chaewon as the model. The video was released in 2026 and immediately garnered attention for Kim Chaewon’s fresh vibe and the brand’s signature delicate visual aesthetics.
This advertisement received attention for going beyond simple product promotion to be produced in the format of a brand film resembling a pictorial. Kim Chaewon’s clear and sophisticated image harmonized with the brand concept, which emphasizes fragrance and emotion, attracting the interest of both fans and beauty consumers.
2️⃣ About the Brand
BOUQUET GARNI is a lifestyle and personal care brand embodying French sensibility, developing product lines that emphasize fragrance and atmosphere. True to its name, it is characterized by a sensual mood and soft image inspired by a "bouquet."
The selection of Kim Chaewon as a model appears to be a strategy that reflects her image of being both innocent and strong. Kim Chaewon, who has established her presence on the global stage through her activities with Le Seraphim, is widely loved for her clean and sophisticated visuals. This image effectively expresses the softness and naturalness that the fragrance-focused brand aims to convey.
3️⃣ Star’s Influence
Le Seraphim, the group Kim Chaewon belongs to, has secured an international fandom through global music charts and world tours. In particular, they possess a strong fanbase in Japan, North America, and Southeast Asia, and generate significant buzz on social media.
Following the release of the brand film, fans left comments such as, “Kim Chaewon’s vibe perfectly matches the brand,” and “The video looks like a pictorial.” Overseas fans also shared the video link, demonstrating their interest in the Korean beauty brand. Kim Chaewon has previously collaborated with fashion and beauty brands to continue expanding her image, and this campaign further highlighted her emotional charm.
4️⃣ Video
The official brand film can be viewed at the link below.
5️⃣ Analysis / Fan Reaction
Overall, the video creates a warm and cozy atmosphere by utilizing soft colors and natural light. In close-up shots, Kim Chaewon's facial expressions and skin tone are delicately captured, visually conveying the fragrance and sensibility emphasized by the brand.
Conceptually, the direction symbolizing "fragrant moments" and "small moments of leisure in daily life" stands out. Through restrained elegance rather than flashiness, it simultaneously highlights the product image and the model's mood.
Overseas fans reacted by saying, "You can see another charm of Kim Chaewon," and "K-beauty advertisements have outstanding sensibility." In particular, interest in both the brand name and the product increased within global fan communities.
6️⃣ Conclusion
This brand film, a collaboration between BOUQUET GARNI and Kim Chaewon, is an example of how the global influence of a K-pop star harmonizes with the identity of an emotional beauty brand. It is significant in that it conveyed brand value through atmosphere and imagery rather than simple functional descriptions.
There is also anticipation for the possibility of continued collaboration with Kim Chae-won in future limited-edition seasonal fragrance lines or additional campaigns. This advertisement will be remembered as a representative K-beauty brand film that combines fragrance, image, and star power.
