LANEIGE gives Neo Cushion a glow-up with BTS’ Jin

Premium beauty brand LANEIGE has partnered with Jung von Matt HANGANG to lead the global launch of the third-generation Neo Cushion, the latest evolution of its hero cushion foundation line.

The launch introduces upgraded Neo Cushion "The matte" and "The glow" lines, marking the next chapter of the franchise following last year’s Neo Cushion MEWY campaign. The campaign will roll out across Asia, the US and Europe, reinforcing Jung von Matt HANGANG’s role as a long-term strategic partner for the brand.

Additionally, the brand rolled out a hero film featuring Jin, who fronts the campaign as he showcases the Neo Cushion range. In the film, Jin highlights the product’s skin-finish effects and wearability, aligning with LANEIGE’s positioning of the cushion as both performance-driven and visually expressive.

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According to a statement, the refreshed campaign aims to position the new Neo Cushion as a “next-generation benchmark” for skin texture expression in an increasingly crowded beauty market. The work is led by the idea: “Cushion is, ultimately, NEO. or NEO.”

The campaign seeks to shift the focus beyond feature-led messaging, instead emphasising the product’s long-standing reputation for reliability and performance while encouraging consumers to rediscover the product through updated storytelling.

Jung von Matt HANGANG is overseeing campaign strategy, creative development and the global rollout framework. This includes the hero film, key visuals and digital content ecosystem spanning digital platforms, eCommerce and retail environments.

The move comes as beauty brands continue to double down on product-led storytelling and franchise-building strategies amid rising competition in the premium cosmetics category. Cushion foundations in particular remain a highly competitive segment across Asian beauty markets, where brands are increasingly balancing innovation with long-term brand equity.

“The new Neo Cushion is not simply a product update, but a next-generation cushion newly defined by the skin texture expression consumers are looking for,” said Bill Yom, founder and managing director of Jung von Matt HANGANG. “Our role was to ensure this innovation is immediately understood and compelling across markets.”

The move also reflects the growing influence of K-pop celebrities in global beauty and fashion marketing campaigns. Last month, Ray-Ban named Jennie as its newest global brand ambassador, tapping into the BLACKPINK star’s global popularity and cultural influence. According to the brand, Jennie embodies Ray-Ban’s DNA of expression and innovation, with the partnership aimed at encouraging consumers to express their “true selves”.

Another example of this ongoing strategy came last year, when Colgate partnered with South Korean singer and actress IU to promote its “Optic White Purple” toothpaste. The campaign, which ran across Singapore, Malaysia, the Philippines, Indonesia and Hong Kong, leaned on social-first content featuring IU endorsing the product as her personal “beauty hack” and “the secret” to a whiter smile, further underscoring how global K-pop influence continues to be a go-to lever for brands targeting cross-market reach.

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