Korean skincare brand Laneige has unveiled a new campaign, “Jin-ius,” created by Jung von Matt HANGANG and featuring Jin, a prominent member of the globally renowned pop group BTS. This initiative celebrates Laneige’s innovative Cream Skin Cerapeptide Toner & Moisturizer.
For Jin, often referred to as “Worldwide Handsome,” this campaign marks his inaugural foray into the beauty industry. His involvement is pivotal in reinforcing Laneige’s identity as a leading global brand.
The “Jin-ius” campaign has a worldwide reach, highlighting the key features of the Cream Skin Cerapeptide™ Toner & Moisturizer, which include Cerapeptide™, Micro-blending Technology™, and an impressive 120-hour hydration guarantee. The visuals showcase Jin’s flawless complexion as he examines the product within a laboratory setting.
The campaign’s core message emphasizes the benefits of the Cream Skin Cerapeptide™ Toner & Moisturizer, promising “the deep moisture you need and the milky light texture you love.” Inspired by the product’s innovative qualities, Jin is seen dancing freely, celebrating the genius behind it. Campaign content will be disseminated across various global social media platforms, including Instagram, YouTube, X, and TikTok.
Hyitai Kim, Managing Director of Jung von Matt HANGANG, expressed excitement about the collaboration, stating, “We are thrilled to work with Laneige, one of the leading skincare brands, and Jin, a global icon. This project exemplifies our mission at JvM HANGANG to empower Korean companies to realize their potential and significantly impact the global market through innovative strategies and creativity.” Kim also highlighted the importance of collaboration with other Jung von Matt offices, including JvM NECKAR.
Jung von Matt HANGANG has previously partnered with other brands under the Amore Pacific corporation’s beauty portfolio, such as the luxury brand Sulwhasoo.
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