The allure of Korean poster boys

The allure of Korean poster boys
As Etude House ambassadors, members of South Korean boy band SHINee appeal to the beauty brand's customers with their sweet and playful personalities.

What do you get when you put together an international all-male music sensation and a perfume targeted at women?

A massively successful product, apparently.

Just look at the debut fragrance by British boy band One Direction.

When Our Moment - a sweet and fruity fragrance in a pretty pink bottle - was launched in Britain last month, it was reportedly sold out within minutes as fanatical One Directioners (what the group's fans are called) rushed to snap up anything bearing their idols' likeness.

The pop quintet are not the first male celebrities to turn on the charm to sell women-centric products.

You may remember Hollywood hunk Brad Pitt fronting classic women's perfume Chanel No.

5 last year, and Canadian pop prince Justin Bieber putting out a range of OPI nail polishes in 2010.

Bieber, 19, also has a couple of successful fragrances to his name.

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