After working with Laneige as the first U.S. brand partner since 2022, Sydney Sweeney has been named global brand ambassador.
Sweeney will star in a series of new skin care campaigns for Laneige, extending to cover 41 countries all over the world including the U.S, Canada, France, Mexico, U.K., Korea, China, Australia and New Zealand.
The announcement coincides with the brand's launch of its upgraded Water Bank Blue Hyaluronic Collection including a new Intensive Moisturizer.
Sweeney said, "I couldn’t be more excited to announce my extended partnership with Laneige as their first-ever global ambassador. It all started very organically after finding the absolute best skin care 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."
Julien Bouzitat, brand general manager for Laneige US, said, "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 U.S. ambassador in spring 2022, we experienced an immediate 227% surge in Tiktok followers and 53% growth in Instagram followers. One behind-the-scenes video of Sydney on a LANEIGE production set went viral three times over, accumulating 72 million views across TikTok, Instagram and Youtube. That’s the type of influence and reach Sydney has."
