Laneige has announced that South Korean actor Park Seo-joon is to front a new campaign for its men’s grooming brand, according to a report published by Star2.

The AmorePacific-owned brand revealed that the move formed part of a wider plan to grow its men’s range, Laneige Homme.

“Park Seo-joon’s bright and healthy image is consistent with the brand image,” said Laneige VP Claire Jin in a statement. “Laneige is happy to work with Park Seo-joon and we hope to bring more customers more products towards achieving clean and healthy skin.

Park’s first campaign is for Laneige Blue Energy Essence in Lotion.