Jung von Matt’s Hangang (Seoul) workplace has co-created a brand new world marketing campaign for skincare pushed by curiosity and science’ model Laneige that stars Sydney Sweeney enjoying the host, plus two contestants vying to win in a recreation present.
The Laneige Present combines humour and competitors to showcase the hydration advantages of Laneige’s Water Financial institution Moisturizer, positioning it as a really perfect answer for moisture barrier enhancement. Sweeney takes on a novel triple function as a charismatic present host and two contestants: the charming mental Syd and the bold go-getter Sweeney. Who will win? The sport is on, however the reply to each query is Laneige’s Water Financial institution.
In a very worldwide collaboration, Jung von Matt Hangang labored on the transient alongside JvM Neckar, primarily based in Germany. Each groups deliver distinctive strengths to the desk: the Seoul crew, comprised fully of native Korean expertise, brings an in-depth understanding of the native market dynamics whereas JvM Neckar leverages the experience of its Magnificence Collective.
Yoon Sung Choi, CMO at Laneige, stated: “Jung von Matt has as soon as once more confirmed their experience in creating compelling narratives that resonate with our viewers. The Water Financial institution marketing campaign is an ideal mix of training and leisure, and we’re excited to see the affect it would have.”
The casting of “Euphoria” star Sydney Sweeney, the worldwide ambassador for Laneige, is designed to enchantment to a global Gen Z viewers, together with her efficiency subverting the normal magnificence business with humour.
Along with inventive idea growth, JvM managed all components of the marketing campaign’s execution throughout 19 international locations, supporting Laneige’s continued enlargement and model positioning within the skincare business. Laneige’s broader marketing campaign features a complete social media technique, particular promotions, and the addition of a brand new product to the Water Financial institution line—the Water Financial institution Light Gel Cleanser.
The collaboration speaks to JvM’s confirmed capability for executing large-scale, culturally resonant campaigns with localized precision. Over a number of campaigns with, together with a earlier Laneige marketing campaign that includes Jin of twenty first century pop icons BTS, each businesses (JvM HANGANG and JvM NECKAR have showcased their inventive excellence.
Hyitai Kim, Managing Director of Jung von Matt Hangang (Seoul): “Sydney Sweeney is greater than a face for the model; she’s a storyteller. Her vitality and flexibility made her the right accomplice for Laneige, permitting us to showcase what the product and franchise stand for—delivering hydration and confidence with a contact of leisure.”
Invoice Yom, CCO, Jung von Matt HANGANG (Seoul), stated: “This marketing campaign is a testomony to how the best model ambassador and artistic imaginative and prescient can amplify one another. Sydney Sweeney’s charisma completely embodies Laneige’s daring and youthful id, permitting us to craft a narrative that resonates with audiences across the globe.”
The marketing campaign will launch in December within the US; in January in different international locations. It is going to be seen throughout a number of channels, together with on-line video platforms, social media, and retail environments.
