Since early November, the кσяєαn cosmetics brand Tirtir has announced BTS’s V as its first global brand ambαѕѕador. In an official statement, the brand noted that “V’s expressive abilities and sensitivity align perfectly with TIRTIR’s focus on personalization and diversity,” adding that his presence will support the brand’s mission.
Tirtir, known for нιт products such as the Mask Fit Red Cushion foundation, is owned by Goodai Global, the parent company of brands like Beauty of Joseon and Round Lab. Established in 2016, the brand has recently set its sights on global expansion.
With its new business strategy, V was clearly the brand’s top choice due to his global influence, particularly in Western markets. TIRTIR likely recognized the immense purchasing power of fans worldwide, who already support products from brands like CELINE, Cartier, and Yunth, where the idol currently serves as ambαѕѕador.
The key advantage of partnering with V lies in his mαѕѕive international fanbase, which perfectly matches the brand’s target demographic. Fans in this group are highly responsive to products endorsed by their idols, often eager to purchase anything related to them. Moreover, when a company truly values both the artist and their fans, there is no risk of the brand suffering losses.
Many brands have leveraged this breakthrough strategy, and TIRTIR appears to have found the key to success with its recent announcement: offering a special privilege to V’s fans with the launch of a pair of exclusive purple highlighter products. The items officially launched on November 14 on TikTok Shop, with plans for subsequent distribution in physical and online stores.
The defining feature of these products is the color purple—a hue closely αѕѕociated with BTS and ARMY, originating from V’s phrase “I Purple You,” which means: “Purple is the last color of the rainbow. I will trust and love you for a long time.” Since then, purple items have been favored and cherished by BTS fans.
Not only is purple recognized by BTS and ARMY, but it is also widely acknowledged as the symbolic color of the group and its fandom. In many cities worldwide, landmarks even turn purple during BTS concerts, and tourist spots related to BTS or the hometowns of members often adopt purple as their signature color.
Furthermore, before TIRTIR, numerous brands collaborating with BTS have released products or packaging in purple to capture fan attention. For example, McDonald’s switched its BTS Meal packaging to purple, the “BTS x Samsonite Red” collection used the “Sheer Violet” tone as the main color, and Samsung even released a purple Galaxy S20+ BTS Edition.
Now it’s TIRTIR’s turn. Upon hearing the brand’s announcement, ARMY confirmed that this move was to honor their first global ambαѕѕador and praised TIRTIR’s marketing team for understanding how to delight fans while driving sales. With the signal given, ARMYs are ready to purchase enthusiastically:
- He took purple to another level. Purple highlighter so Veautiful. Thank you Tirtir
- That's borahae highlighter, this idea is so cute. I want it
- oh tirtir i wasn’t familiar with your game. Me running to tiktok to find this purple highlighter
- ofcourseeeee and this being two days after borahae’s ninth anniversary…this feels like a giftttt
- Tirtir is launching purple highlighter and kim taehyung the inventor of borahae. How could it not sell out immediately?
- This is genius! With V as the global ambαѕѕador, there’s no way this purple highlighter won’t sell out instantly! ARMYs will buy EVERYTHING!
- TIRTIR really knows how to win ARMYs’ hearts… I guarantee this product is going to fly off the shelves
- Purple for us? Count me in! ARMYs won’t leave a single piece behind, mark my words
- I love this idea so much! The moment it drops, I know ARMYs worldwide will clean out every stock
- With ARMY involved, there’s absolutely no chance this product won’t sell out!. Tirtir Global Ambαѕѕador Kim Taehyung
- As soon as this нιтs the stores, every single fan is going to snatch it up—sold out guaranteed!
