BTS’ Jin Proves His Superstar Beauty Power with Laneige Campaign Success Worldwide
Global phenomenon BTS’ Jin continues to dominate the beauty world, proving his status as a ‘visual king’ and ‘sold-out king’ in his latest collaboration with Laneige, a leading global beauty brand owned by Amorepacific Corporation.
Marking a historic moment for the brand, Jin was appointed as Laneige’s first male global ambassador. Since then, he has fronted a series of high-impact campaigns, including the latest for Laneige’s newly launched product, Neo Cushion Mui. This new addition to the Neo Cushion lineup offers a lightweight yet flawless coverage with a hydrating finish that enhances the skin from within. With Jin’s striking visuals and global appeal, the campaign instantly went viral, garnering explosive reactions across continents.
Laneige’s Neo Cushion Mui rapidly rose to the top sales spot at OLIVE YOUNG, South Korea’s largest drugstore chain, driven largely by Jin’s massive influence. Previously, his first campaign for Laneige featuring CremSkin also recorded number one rankings in weekly and overall sales at the same store, with in-store stock selling out within days.
Jin’s impact wasn’t confined to Korea. In the U.S., Laneige’s CremSkin soared to the top-selling product on its official American website for seven consecutive days. Across Asia, including Hong Kong, the Philippines, and Singapore, the product completely sold out, while in Indonesia, it required multiple restocks to meet relentless demand.
In China, the limited-edition mini photobook given with purchases of CremSkin immediately sold out on e-commerce giants Taobao and Tmall. In Japan, Jin’s endorsement drove CremSkin to the number one sales ranking across all categories on Qoo10, not just in beauty – solidifying Jin’s unmatched global power.
According to WWD Japan, sales of Laneige’s ‘Cream Skin Lotion’ jumped by an astounding 100% compared to projections after Jin signed on as ambassador. The campaign not only shattered sales targets but significantly expanded the brand’s recognition worldwide. WWD cited a Laneige brand manager at Amorepacific Japan, who confirmed Jin’s effect: “His participation significantly boosted product visibility and performance.”
Jin’s involvement also propelled Laneige’s performance during Amazon’s Black Friday & Cyber Monday event, where the company recorded a 127% YoY increase in revenue—its all-time best sales figure. This growth helped Amorepacific’s Americas sales surpass the China region for the first time in history.
Beyond beauty, Jin’s “super brand” value has driven campaigns for Gucci, Fred, Alo, Dolby, Ottogi’s Jin Ramen, and even as a Seoul Tourism Ambassador. His continued global visibility and commercial power highlight the unparalleled “Jin Effect.”
