Laneige announced that Sydney Sweeney has joined as its first-ever global brand ambassador. Sweeney, who has been signed to Laneige US as the brand ambassador for the past 18 months will star in a series of new skincare campaigns for the K-beauty brand. The global partnership is extended to cover around 40 countries all over the world.
“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,” Julien Bouzitat, brand general manager, Laneige US, said.
Laneige is launching innovations in the sleep care and lip treatment categories through spring and summer, accompanied by a global campaign creative starring Sweeney. 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, Cream Skin CerapeptideTM Refiner, Water Sleeping Mask, as well as the brand’s innovations in 2024.
”Sydney’s charm, dedication to self-care, and commitment to embracing individuality mirror our values in nurturing healthy, luminous skin that reflects the beauty within,” Paul Lee managing director and country head, AmorePacific Group India, said.