As Laneige upgrades its Water Bank Blue Hyaluronic Collection, it has expanded its partnership with global ambassador Sydney Sweeney.

 

Sweeney, who has been working with the brand as the US brand ambassador for the past 18 months, has risen to super-stardom with leads in projects including HBO’s “Euphoria,” “White Lotus” and the current theatrical release of “Anyone But You.” 

 

In this new role as Laneige’s global ambassador, Sweeney will star in a series of new skincare campaigns for the internationally acclaimed brand, extending to cover 41 countries all over the world including the US, Canada, France, Mexico, UK, Korea, China, Australia and New Zealand.

 

“I couldn’t be more excited to announce my extended partnership with Laneige as their first-ever global ambassador,” said Sweeney. “It all started very organically after finding the absolute best skincare routine with Laneige products after years of trial and error. After creating so many fun memories on multiple campaigns together, I’m looking forward to our continued collaboration. There are some phenomenal innovations on the way for this spring that will make Laneige’s expertise in sleep care shine through, and I’m thrilled to share this next generation of overnight masks with the rest of the world!”

Laneige has continued to break records for its viral Lip Sleeping Mask and barrier-boosting skincare from Allure’s Best of Beauty to Amazon’s Customer Obsession Award to being named the No. 1 Lip Treatment Brand in the US. 

 

Since Sweeney was tapped global ambassador in 2022, the brand experienced an immediate 227% surge in Tiktok followers and 53% growth in Instagram followers, according to Julien Bouzitat, brand general manager for Laneige US. One of the actress’s behind-the-scenes videos on a Laneige production set went viral three times over and accumulated 72 million views across TikTok, Instagram and YouTube.

 

Both Sweeney and Laneige have much in store for 2024 with the release of her much-anticipated projects such as Marvel Studio’s Madame Web, and Laneige’s new launches of innovations in the sleep care and lip treatment categories through spring and summer, accompanied by a global campaign creative starring the actress. 

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