Lee Jaehyun is part of K:OS, widely known K-Pop Group. He is known to be described as ‘an angel, like an absolute ethereal being not of this earth’, and more perfect than ‘a slab of perfectly-shaped marble’. The vision of Jae is clear, in that he is seen to be otherworldly and this should be intertwined in his personal branding and custom perfume packaging, to evoke the feel of how ‘one-of-a-kind’ he truly is.