Laneige partners with JvM HANGANG for global campaign starring BTS’ Jin to promote new skincare product

Korea – Korean skincare brand Laneige has teamed up with German independent agency Jung von Matt HANGANG (JvM HANGANG) for a new global campaign featuring Jin from K-pop sensation BTS, spotlighting the brand’s latest ‘Cream Skin Cerapeptide Toner & Moisturizer.’

The ‘Jin-ius’ campaign celebrates Laneige’s Cream Skin Cerapeptide Toner & Moisturizer and marks a milestone for Jin, famously known as “Worldwide Handsome,” as his debut in a beauty initiative. The campaign highlights his role in reinforcing Laneige’s global brand identity.

Created by Jung von Matt HANGANG, the campaign captures Jin’s flawless skin from every angle as he explores the product in a sophisticated laboratory setting. Aiming to convey that the product delivers “the deep moisture you need, the milky light texture you love,” the campaign showcases Jin dancing freely, inspired by the product’s innovative impact.

The ‘Jin-ius’ campaign runs worldwide, spotlighting the Cream Skin Cerapeptide Toner & Moisturizer’s signature features, including Cerapeptide™, Micro-blending Technology™, and 120-hour hydration. The campaign content is shared across global social media platforms, including Instagram, YouTube, X, and TikTok, tailored for each region.

Hyitai Kim, managing director from Jung von Matt HANGANG, said, “We are thrilled to collaborate with Laneige, one of the leading skincare brands, and Jin, a global icon. The project exemplifies our mission at JvM HANGANG to empower Korean companies to unlock their potential and make a significant impact on the global stage through innovative strategy and creativity.”

“Furthermore, this campaign highlights the value of collaboration with other JvM offices, such as JvM NECKAR, Jung von Matt HANGANG has worked with other brands in the Amore Pacific corporation’s beauty portfolio, including luxury brand Sulwhasoo,” Kim added.