Laneige, the renowned K-beauty brand, has proudly announced the appointment of Sydney Sweeney as their inaugural global brand ambassador. The collaboration, which initially commenced with Sweeney serving as the brand’s US ambassador in spring 2022, has evolved into a global partnership spanning across approximately 40 countries worldwide.
The impact of this partnership is exemplified through the remarkable surge in Laneige’s social media following since Sweeney’s association. Julien Bouzitat, Brand General Manager for Laneige US, shares, “A great example of the magnitude of our partnership with Sydney would be our social follower growth. Since the first announcement of Sydney as our US ambassador in spring 2022, we experienced an immediate 227% surge in TikTok followers and 53% growth in Instagram followers.”
The collaboration has propelled Laneige’s social media presence and garnered significant attention through behind-the-scenes content. A video featuring Sydney on a Laneige production set went viral, accumulating an impressive 72 million views across TikTok, Instagram, and YouTube.
Reflecting on the partnership’s success, Bouzitat adds, “That’s the type of influence and reach Sydney has.” Sydney Sweeney’s journey from being a promising actress to a global superstar aligns seamlessly with Laneige’s success in breaking records, particularly with its popular Lip Sleeping Mask and barrier-boosting skincare, earning accolades such as Allure’s Best of Beauty and Amazon’s Customer Obsession Award. Laneige proudly claimed the title of the #1 Lip Treatment Brand in the US*, marking a significant milestone for the brand.
Julien Bouzitat expresses excitement about the extended partnership, stating, “It’s been an incredibly rewarding trajectory for both parties, and we are looking forward to reaching an even broader audience worldwide with Sydney as our new global brand ambassador.”
Sydney Sweeney, equally enthusiastic about the extended collaboration, remarks, “I couldn’t be more excited to announce my extended partnership with Laneige as their first-ever global ambassador.” Sweeney highlights the organic evolution of the partnership, emphasizing her discovery of the best skincare routine with Laneige products after years of trial and error. The actress looks forward to sharing the brand’s expertise in sleep care through exciting innovations set to be unveiled in the spring.
Mr. Paul Lee, Managing Director and Country Head of AmorePacific Group India, expresses the brand’s delight in welcoming Sydney Sweeney as the global brand ambassador. He notes, “Her genuine charm, unwavering dedication to self-care, and commitment to embracing individuality mirror our values in nurturing healthy, luminous skin that reflects the beauty within.”
As Laneige and Sydney Sweeney embark on this next phase of their partnership, the beauty world eagerly anticipates the unveiling of groundbreaking innovations and the continued celebration of self-care, individuality, and radiant skin.