BTS’ Jin is the new face of skincare brand LANEIGE, sold at Sephora.
She has a name that sounds French but she really comes from South Korea. The famous cosmetics brand LANEIGE, specialist in skin products, has just revealed the name of its new global ambassador. This is Jin, from the group BTS, who immediately released from his compulsory military service, resumed his activities. Not content with making appearances in various variety programs (he will soon be headlining a show on Netflix) and having organized a meeting with his fans a few hours after his return to civilian life, he is also the face of several brands. The French luxury jeweler Fred, the fashion house Gucci, and the Seoul tourist office have all made him their muse.
This time, it was LANEIGE who chose the artist as official representative. “LANEIGE, a global beauty brand known for its skincare innovations, announced that Jin, one of the pop icons of the 21st century, has become their new global ambassador,” read a press release. The text specifies that the K-Beauty brand, sold in 44 countries exclusively at Sephora and on Sephora.fr “plans to maximize its global synergy by launching various international campaigns in collaboration with Jin, icon of K-culture, who recently carried the flame for the Paris 2024 Olympic Games on behalf of South Korea.
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“LANEIGE believes that Jin’s healthy confidence and bright energy, which positively impacts his fans around the world, align perfectly with the brand’s values. Jin also expressed his enthusiasm for this new collaboration.
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« I am so excited to take on this role”
“I’m really excited to become an ambassador for a brand that is loved by so many people around the world. I am so enthusiastic to take on this role with LANEIGE, and I can’t wait to share my beauty tips,” reacted the singer who should soon release his very first solo album.
The collaboration between Jin and LANEIGE should take shape in October with the official launch of the “Cream Skin” campaign, the slogan of which is: “The Deep Moisture You Need, The Milky Light Texture You Love” you need, the light, milky texture you love) which, according to the brand, “will perfectly illustrate Jin’s exceptional skin quality.”
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In a few figures, the LANEIGE press release recalls that LANEIGE’s Cream Skin Cerapeptide™️ Refiner, used by Kim Seokjin, his real name, has been sold since its creation in 4.4 million units worldwide: its light and milky increases the skin’s hydration level by 8 after application and keeps it hydrated all day and up to 120 hours.
And the brand obviously knows how to talk to fans – the ARMY – since it has announced that in addition to the content visible on social networks and the official LANEIGE campaign, it will offer promotional operations including… gifts containing never-before-seen photos of Jin.
Admirers of the artist will also appreciate the care taken in the description given to him in this press release. Described as a “true icon of 21st century pop music”, his songs “Awake”, “Epiphany”, “Moon”, “The Astronaut” but also the viral hit “Super Tuna” are cited. “Known as “Worldwide Handsome,” Jin flaunts his unexpected charms in various content and TV shows.”
The boom in Korean products
If South Korean cosmetics are famous throughout the world, they have experienced a real boom in France in recent years, driven by the Korean cultural wave, from series to food, including of course music. It was only in 2019 that LANEIGE arrived at Sephora in Europe.
Best representative of this success, the BTS group whose impact on the country’s economy has been highlighted many times. Nothing could be more natural, therefore, to see its members promoting different local products around the world. Before enlisting for his 18-month service, Jin chose to lend his face to the famous noodle brand “JIN Ramen” whose name he shares. The campaign, focused solely on South Korea, helped to increase sales of the product internationally, thanks to the enthusiasm of online fans. It’s a safe bet that LANEIGE will experience a similar fate. Among the brand’s other muses – all women – are the American actress Sydney Sweeney and the South Korean actresses Kim Yoo-jung and Lee Sung-kyung.
