- Launches First Campaign Featuring Best-Seller 'Cream Skin'
- Aims to Maximize Global Business Synergies with Jin

Global beauty brand LANEIGE, renowned for its innovative skincare solutions, has appointed BTS Jin as its new global ambassador.

LANEIGE selected Jin for his healthy confidence and radiant energy, which positively influence countless people worldwide, a quality that aligns with the brand’s core values. Jin expressed his excitement, stating, “I am delighted to begin my first beauty modeling with LANEIGE. As a brand loved around the world, I look forward to presenting my best with LANEIGE, so please anticipate great things."

In October, LANEIGE will launch a global campaign featuring Jin for its iconic best-seller, Cream Skin. Under the theme “First Step, Genius Hydration,” the campaign will spotlight Jin and Cream Skin's shared "iconic" status and showcase their mutual impact on global pop culture and the beauty industry.

LANEIGE’s best-selling product, ‘LANEIGE Cream Skin Cerapeptide^™ Refiner,’ has sold a cumulative 4.4 million units¹ worldwide and boasts the highest repurchase rate² in the brand’s skincare line. This refreshing toner, suitable for all skin types, delivers an easy yet powerful moisturizing experience. Utilizing LANEIGE’s unique Micro Blending Technology^™, which encapsulates the hydration of a full cream into a toner, Cream Skin deeply hydrates the skin from the very first step of a skincare routine. The product has been clinically proven to increase skin moisture by eight times immediately upon use, offering up to 120 hours of lasting hydration.³

Cream Skin, featuring Jin as LANEIGE’s global ambassador, will be available at Olive Young and through various e-commerce platforms. During the campaign, LANEIGE will run several exclusive promotions, including the release of an accordion photobook featuring previously unreleased images of Jin. Campaign-related videos and additional content will also be available on LANEIGE’s official social media accounts.

Meanwhile, Jin recently reaffirmed his global influence by participating as a torchbearer at the ‘2024 Paris Olympics’ in July. Currently operating in 44 global markets, LANEIGE plans to enhance its global outreach and maximize business synergies through this partnership with Jin, a true “21st-century pop icon.”

1) Based on global sales of full-size Cream Skin from 2018 to July 2024 (domestic + international)
2) Repurchase rate based on LANEIGE Beauty Point data from January 2019 to January 2023
3) Clinical trial conducted by Ellead, featuring 30 women aged 20–30, from July 28 to August 3, 2022