U.S.A– LANEIGE has appointed Jung von Matt HANGANG to lead the global rollout of its Bouncy & Firm (B&F) Serum campaign, bringing together instant results and long-term efficacy under a single strategic platform.
Under the mandate, Jung von Matt HANGANG is responsible for global communications strategy, campaign planning, and creative development across film, product storytelling, and visual assets.
The campaign will be deployed across online video, social media, e-commerce, and retail channels, with North America serving as the primary launch market before rolling out globally.
The appointment further extends the existing partnership between LANEIGE and Jung von Matt HANGANG, while reinforcing the agency’s expanding role in the global beauty category.
B&F Serum is one of LANEIGE’s key hero products and forms part of its international growth strategy. The serum category remains highly competitive, often driven by short-term performance claims. While B&F Serum features instant firming and glow benefits, alongside technical attributes such as 24,000 micro-firming capsules, improved absorption, and collagen and peptide water, its longer-term efficacy has not been widely communicated to consumers.
Jung von Matt HANGANG has developed a unified campaign platform, “Now & Forever”, which links immediate and long-term benefits under LANEIGE’s “Skin Bounce Back Power” concept. The product is positioned around its ability to support skin resilience over time, rather than as a standalone firming solution.
Bill Yom, Founder and Managing Director of Jung von Matt HANGANG, said, “True differentiation in global beauty comes from strategic clarity, not louder claims. With LANEIGE, we are translating advanced skincare technology into a clear, globally relevant narrative that travels across markets.”
Jiwon Sohn, Brand Activation Senior Manager at LANEIGE, added, “Bouncy & Firm Serum is a key franchise for LANEIGE worldwide. This push allows us to communicate both the instant visible benefits and the long-term Korean science behind our Skin Bounce Back Power in one cohesive story.”
Laneige also teamed up with Jung von Matt HANGANG (JvM HANGANG) in 2024 for a global campaign featuring BTS’ Jin to spotlight the brand’s latest ‘Cream Skin Cerapeptide Toner & Moisturiser’.
