CLIO is the parent company of several cosmetics brands, including their main brands CLIO and Peripera. In light of the multiple bullying accusations of various celebrities, the company’s choice of endorsement models became a controversy. Stray Kids‘ Hyunjin and (G)I-DLE‘s Soojin are two of their current models, while APRIL‘s Lee Naeun was Peripera‘s ambassador for 2 years before Soojin. The three idols have recently been accused of bullying classmates or a former member.
Although the accusations against the three have all been denied by their respective agencies, the brands have halted the use of the idols as models for their brand. CLIO has temporarily removed advertising material containing Hyunjin from local and overseas stores. Peripera also took down traces of Soojin from their social media and temporarily covered up photos in their stores.
Industry experts revealed that it is possible for brands to sue celebrities should controversies prove to be real in any way. In a statement from CLIO‘s strategy planning team, assistant team leader Jo Young Joo explained that the brand is in “panic” due to the controversy.
We are in panic as well, as factors we did not consider at all during model selection, became the center of a controversy. However, it is a relief that we took down advertisement posts shortly after the controversies broke out, so profits were not affected.
— Jo Young Joo
She further revealed that although they cannot reveal every part of the model contract, if the bullying controversy proves to be true after more investigation, the brand will consider pursuing a lawsuit regarding the model fees and advertising royalties.
CLIO‘s announcement has yet to be addressed by any of the idols’ companies.