BTS JIN Laneige's "Neo Cushion" New Campaign Starts Simultaneously First place in Olive Young..."JIN Effect"

*This content was translated by AI.

BTS (BTS) Jin has once again shone as a global icon with the best power and influence like "visual king."

LANEIGE, a global beauty brand, has upgraded its flagship product, Neo Cushion, and unveiled a new campaign and pictorial of Global Ambassador Gene on the 23rd. Among the products released in two lines, "The Matte" and "The Glow," Lanez Neo Cushion the Mat ranked first overall in Olive Young, Korea's No. 1 drug store chain, as soon as Jin's campaign began.

Laneige's "Neo Cushion Mui" and "Cream Skin," which have previously campaigned for Jin, have also shown their best power, ranking first in overall sales at home and abroad, including Olive Young, and causing out-of-stock in offline stores.

In the "Neo Cushion" campaign, which was renewed three years after 2023, Jin became a hot topic with an explosive response with the best beauty of "the male god of beauty" and an exciting visual with a deep voice.

After selecting BTS JIN as a model in 2024, AmorePacific said its overall Laneige sales jumped more than 30% year-on-year in the fourth quarter of the same year. After Jin became a model, sales increased at major distribution channels such as Sephora and Amazon, and ranked third in sales of skincare brands in 2024 at Sephora, the world's largest beauty distribution channel. Lanez achieved its highest ever performance in the same year, with 127% year-on-year sales growth and further strengthened its brand recognition. AmorePacific's sales in the Americas exceeded China for the first time.

AmorePacific's sales in the second quarter of last year were 1.5 trillion won, up 1.1% year-on-year, and its operating profit was 73.6 billion won, up more than 17 times (1673.4%) year-on-year. In particular, sales rose 10% due to the high growth of key products of major brands such as Laneige in the American market, and sales of brands such as Laneige grew 18% due to strong sales throughout Europe.

Women's Wear Daily Japan, a global fashion industry called the "bible of fashion," quoted Laneige's brand manager, saying, "As BTS Jin became an ambassador, sales of 'cream skin lotion' also increased significantly." Campaign sales are up 100% compared to the plan, recording sales figures that exceed expectations, contributing to expanding brand awareness," he said.

According to global influencer marketing platform Lefty, Lanez also topped the list of the most influential Korean beauty brands worldwide in 2025 in the EMV rankings, which are media values.

Visual king and vocal king Jin is proving its status as a global icon with its unrivaled performance and strongest "JIN Effect" as a global ambassador of numerous top brands in the field of advertising as well as its main business.

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*This content was translated by AI.