Laneige, the renowned beauty brand, proudly announces Sydney Sweeney as its inaugural global ambassador, extending her role from U.S. ambassador to a global platform.
In a groundbreaking move, Sweeney, acclaimed for her roles in Euphoria and The White Lotus, will lead captivating skincare campaigns for Laneige across approximately 40 countries. This expansion comes after her successful 18-month tenure as Laneige U.S. ambassador.
Sydney Sweeney’s collaboration with Laneige U.S. has not only garnered widespread attention but has also significantly boosted the brand’s social media presence. Since her appointment in spring 2022, Laneige experienced a 227% surge in TikTok followers and a 53% growth in Instagram followers. A behind-the-scenes video featuring Sweeney went viral, accumulating 72 million views across TikTok, Instagram, and Youtube.
Julien Bouzitat, Laneige U.S.’s Brand General Manager, remarked, «Sydney’s influence knows no bounds. Her journey to global stardom aligns seamlessly with Laneige’s record-breaking achievements, from the viral Lip Sleeping Mask to barrier-boosting skincare. As the #1 Lip Treatment Brand In The U.S., Laneige has seen an astounding trajectory. Now, with Sydney as our new global brand ambassador, we look forward to captivating an even broader audience worldwide.»
This extended collaboration aims to elevate Laneige’s global mass awareness, showcasing its barrier-boosting skincare portfolio, including favorites like Lip Sleeping Mask, Lip Glowy Balm, Water Bank Cream Moisturizer, Cream Skin Toner & Moisturizer, Water Sleeping Mask, and the brand’s anticipated 2024 innovations.
Sydney Sweeney will debut in January, spearheading a campaign supporting the revitalization of the best-selling Water Bank Blue Hyaluronic Moisturizer.
«I’m thrilled to announce my extended partnership with Laneige as their first-ever global ambassador,» expressed Sweeney. «Our journey began organically after discovering the absolute best skincare routine with Laneige products. With phenomenal innovations on the horizon for spring, Laneige’s expertise in sleep care will shine through, and I’m excited to share this next generation of overnight masks with the world.
