01.05.24
Critically acclaimed actress Sydney Sweeney has joined K-beauty brand Laneige as its first-ever global brand ambassador.
Moving forward, Sweeney, who has been signed to Laneige U.S. as its brand ambassador for the past 18 months, will star in a series of new skincare campaigns for the Amorepacific-owned brand.
Their global partnership is now extended to cover around 40 countries all over the world.
“That's the type of influence and reach Sydney has," says Julien Bouzitat, Brand General Manager for Laneige US.
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 new innovations in 2024.
Sweeney will first appear in January for a campaign supporting the renovation of the best-selling Water Bank Blue Hyaluronic Moisturizer.
"I couldn't be more excited to announce my extended partnership with Laneige as their first-ever global ambassador," says Sweeney. "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!"
Moving forward, Sweeney, who has been signed to Laneige U.S. as its brand ambassador for the past 18 months, will star in a series of new skincare campaigns for the Amorepacific-owned brand.
Their global partnership is now extended to cover around 40 countries all over the world.
Expanding an Already Successful Partnership
Since the first announcement of Sydney as Laneige’s U.S. ambassador in spring 2022, the brand 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," says Julien Bouzitat, Brand General Manager for Laneige US.
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 new innovations in 2024.
Sweeney will first appear in January for a campaign supporting the renovation of the best-selling Water Bank Blue Hyaluronic Moisturizer.
"I couldn't be more excited to announce my extended partnership with Laneige as their first-ever global ambassador," says Sweeney. "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!"
