On January 5, Korean skincare brand Laneige announced that its first global brand ambassador will be renowned actress and two–time Emmy Award nominee Sydney Sweeney.
Sweeney has been signed on as a brand ambassador for Laneige US for the past 18 months. Her recent success has been remarkable, and her leading roles in projects such as HBO’s Euphoria, White Lotus, and the current theatrical release of Anyone But You have quickly catapulted her to super-stardom. The campaign features Sweeney as the global ambassador and will now be sent to 40 countries around the world.
The company achieved a good start to its global expansion with Sweeney as its US ambassador.
Julien Bouzitat, brand general manager of Laneige US, stated that the impact of the partnership with Sweeney was evident in the company’s increase in social media followers.
“Since the first announcement of Sydney as our US ambassador in spring 2022, we experienced an immediate 227% surge in TikTok followers and 53% growth in Instagram followers. One behind-the-scenes video of Sydney on a Laneige production set went viral three times over, accumulating 72 million views across TikTok, Instagram, and YouTube. That’s the type of influence and reach Sydney has,” said Bouzitat.
Both Sweeney and Laneige have an exciting year ahead with the release of her much-anticipated projects such as Marvel Studio’s Madame Web, and Laneige launching brand innovations in the sleep care and lip treatment categories through spring and summer, accompanied by a global campaign creative starring Sweeney. Expect to see Sweeney across the globe through a full-funnel media activation launching from out-of-home advertisements, paid and organic social media content, and personal appearances.
Through the expanded partnership to all major markets, Laneige is looking to continue gaining more global mass awareness on their barrier-boosting skincare portfolio including Lip Sleeping Mask, Lip Glowy Balm, Water Bank Cream Moisturizer, Cream Skin Toner & Moisturizer, Water Sleeping Mask, as well as the brand’s exciting innovations in 2024.
Sweeney will first appear in January for a campaign supporting the renovation of the best–selling Water Bank Blue Hyaluronic Moisturizer.
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Sweeney said of her appointment as the brand’s first global ambassador, “I couldn’t be more excited to announce my extended partnership with Laneige as their first-ever global ambassador.”
“It all started very organically after finding the absolute best skincare routine with Laneige products after years of trial and error. After creating so many fun memories on multiple campaigns together, I’m looking forward to our continued collaboration. There are some phenomenal innovations on the way for this spring that will make Laneige’s expertise in sleep care shine through, and I’m thrilled to share this next generation of overnight masks with the rest of the world!” added with her joyful comments.
In the US, Laneige can be found exclusively at Sephora in-stores, online, and Sephora @Kohl’s, Amazon, and us.laneige.com.