Kim Hyang-gi Shares the Working Girl's Secret to a Glow – "Lightly Glow Even While Working!" Campaign Analysis
1️⃣ Intro
Released under the title "Light Glow Even While Working!", this advertisement is a beauty brand campaign featuring actress Kim Hyang-gi as the model. Episode 01, "If You Become a Monster at Work...", released in 2024, humorously portrays the weariness and stress of office life while capturing the image of maintaining a radiant glow even amidst it all.
Immediately after its release, it garnered significant attention on social media and office worker communities, with reactions such as "It feels like my story" and "Kim Hyang-gi's acting is so relatable." The fact that it went beyond a simple beauty advertisement to authentically depict the daily life of a working woman resonated deeply with viewers.
2️⃣ About the Brand
The brand behind this campaign is a beauty line that pursues a light and natural glow even amidst busy daily lives, specifically targeting MZ generation office workers. Its products are characterized by a lightweight feel and emphasis on skin expression.
The reason Kim Hyang-gi was chosen as the model is due to her approachable and trustworthy image. Kim Hyang-gi, who grew from a child actor, is an actress who possesses both innocence and maturity, making her a familiar and relatable figure to office workers. This image aligns well with the brand message of "Glow in Everyday Life."
3️⃣ Star's Influence
Kim Hyang-gi is an actress whose acting skills have been recognized through various works, including the films *Along with the Gods* and *Hummingbird*, and the drama *Extracurricular*. She enjoys high recognition, particularly among the MZ generation, and is active in communicating through social media.
Following the release of the commercial, fans and office workers reacted by saying, "Kim Hyang-gi's expression is so real," and "She looks exactly like she does after work." Overseas fans also showed interest in the commercial's direction, which humorously captured Korean workplace culture. Kim Hyang-gi has previously showcased her natural charm in advertisements for beauty and lifestyle brands.
4️⃣ Video
You can view the official commercial video at the link below.
5️⃣ Analysis / Fan Reaction
Set against the backdrop of an everyday office environment, the video comically portrays the exhaustion caused by work stress. Kim Hyang-gi’s understated acting and realistic facial expressions stand out, naturally connecting to the "light glow" effect provided by the product.
The concept of "If you become a monster at work" serves as a device that transforms relatable stressful situations into humor. This implies that beauty products are not merely for grooming one's appearance, but tools that add vitality to a weary daily life.
Overseas reactions included evaluations such as "Korean advertisements reflect workplace culture well" and "Kim Hyang-gi’s acting is impressive." In particular, the fact that K-beauty engages in marketing closely integrated with daily life was received positively.
6️⃣ Conclusion
The "Light Glow Even While Working!" campaign featuring Kim Hyang-gi is a successful example of adding relatability for office workers to beauty advertising. Brand affinity was enhanced by focusing on emotional connections in daily life rather than the product's functional message.
We can also look forward to future series following Ep.02 or collaborations with other office worker influencers. This advertisement is a prime example demonstrating that K-beauty is evolving beyond mere beauty into a medium that conveys comfort and empathy in everyday life.
