Renowned South Korean cosmetics brand LANEIGE has announced actress Sydney Sweeney as their first-ever global brand ambassador.
This expansion of Sweeney's role follows her successful 18-month tenure as the face of Laneige US.
Sydney Sweeney, celebrated for her captivating performances in HBO's "Euphoria" and "White Lotus," has rapidly ascended to stardom.
Her recent lead in the theatrical release "Anyone But You" further cements her position as a prominent figure in Hollywood.
As LANEIGE's global ambassador, Sweeney will spearhead skincare campaigns in over 40 countries, including Canada, the U.S. and the U.K.
"I couldn't be more excited to announce my extended partnership with Laneige as their first-ever global ambassador," Sweeney stated. "After creating so many fun memories on multiple campaigns together, I'm looking forward to our continued collaboration."
LANEIGE's choice of Sydney Sweeney aligns with her growing influence and popularity.
Since becoming the U.S. ambassador in 2022, LANEIGE experienced a major boost in social media following, indicative of Sweeney's impact.
"A great example of the magnitude of our partnership with Sydney would be our social follower growth," explained Julien Bouzitat, Brand General Manager for LANEIGE U.S.
The partnership coincides with the launch of LANEIGE's upgraded Water Bank Blue Hyaluronic Collection, highlighting the brand's focus on innovation and global expansion.
As the face of this campaign, Sweeney brings her vibrant and approachable persona to a brand celebrated for its hydration expertise and iconic Lip Sleeping Masks.
Sydney Sweeney for Laneige pic.twitter.com/W3qtOSsjUL— Sydney Sweeney Updates (@sydneysupdate) January 8, 2024
Anticipated Collabs and Campaigns
The coming year promises exciting developments from both Sweeney and LANEIGE.
"There are some phenomenal innovations on the way for this spring that will make LANEIGE's expertise in sleep care shine through," Sweeney added.
Fans can expect to see her in a global campaign featuring out-of-home ads and personal appearances, promoting LANEIGE's barrier-boosting skincare portfolio and new product innovations.
With this expanded partnership, LANEIGE aims to elevate its global presence, leveraging Sweeney's star power and the universal appeal of its skincare line.