Social media sensation Daryl Aiden may be best known on Instagram (@darylaiden) for his skills behind the lens, as evidenced by his larger-than-life photographs. These days, though, the 28-year-old can add another feather to his cap as brand ambassador of su:m37.
With Daryl’s youthful looks and his appreciation for the Korean luxury skincare brand, his appointment is a perfect fit. “I love to experiment with different skincare products. After trying su:m37 upon a friend’s recommendation, I was immediately hooked,” he says. “I’m always striving for the ‘radiant Korean movie star’ look, and su:m37 gives me just that!”
To kick off his partnership with su:m37, Daryl put his stellar photography skills to the test to present The Secret World of Daryl Aiden, a campaign featuring a series of whimsical images of Daryl and his favourite sum:37 products in various fairy-tale-like settings. “When I first thought about the concept of the campaign, the idea that came to mind immediately was fairy tales,” he recalls. “It was amazing to be given full creative control because I could bring my imagination to life.”
Besides Daryl’s own Instagram profile, the campaign images are also on display at Serangoon MRT station until July 15. In addition, su:m37 will hold a special pop-up event at Vivocity from July 4 to 17. There, shoppers will get to enjoy exclusive activities, complimentary su:m37 sample kits, as well as special promotions.
Below, Daryl shares more about his favourite su:m37 products.
From now until August 31, Her World readers can enjoy an exclusive 15% discount storewide on regular-priced su:m37 items.
Purchase any su:m37 product featured on Daryl’s Instagram account from any su:m37 counter and receive a complimentary Water-full Deep Effect Ampoule vial (5ml) worth $15.