Introduction

In a shocking turn of events, Medipeel, a popular cosmetic brand, has found itself embroiled in controversy for allegedly using the portrait rights of Winter, a member of the K-pop sensation aespa, without her permission.

Viral Marketing Controversy

This incident skyrocketed to public attention after Medipeel launched a viral marketing video touting their skincare products, featuring an image of Winter. The video boasted the catchy caption, 'Trendy dewy skin is all the rage thanks to aespa’s Winter.' However, this bold move has raised eyebrows, especially since Winter is currently under contract with Amore Pacific, representing their brands Mamonde and Espoir.

Notably, she has never collaborated with Medipeel or any other beauty brands, making this usage particularly questionable.

Content Usage Without Clearance

To add fuel to the fire, Medipeel included content from aespa's official YouTube channel, showcasing Winter using a skincare wrapping mask during a shoot — and again, without any clearance. In the video, the products that were prominently featured were marketed as Medipeel’s, further complicating the situation.

Medipeel's Response

Initially, Medipeel commented on the matter, claiming ignorance about the content. 'We were not aware of this as the marketing campaign was executed through a third-party agency,' they stated. However, despite admitting the oversight, they have yet to take action to remove the contentious videos, which remain available online.

Amore Pacific's Investigation

Amore Pacific, Winter’s official representation, is actively investigating the situation. In a statement, they said, 'We are in the process of checking the facts.' The public and fans are keenly observing how they will address this unauthorized use of Winter’s image as the stakes rise in the highly competitive beauty industry.

Implications for the Beauty Industry

This controversy highlights the growing importance of celebrity endorsements in marketing and raises critical questions about intellectual property rights in the digital age. As events unfold, many are eager to see how both Medipeel and Amore Pacific will navigate these turbulent waters.

Future Outlook

Will this become a legal battle over image rights, or will it be resolved quietly behind closed doors? Stay tuned!