LANEIGE partnered with Jung von Matt HANGANG to lead the global launch of the third-generation Neo Cushion, featuring BTS member Jin, with the campaign spanning Asia, the US, and Europe.
The launch covers the upgraded Neo Cushion The Matte and The Glow lines and follows last year’s Neo Cushion MEWY campaign. According to the agency, in a market driven by constant innovation and consumer demand for newness, relevance is no longer defined by novelty alone but by lasting performance.
Jung von Matt HANGANG is leading campaign strategy, creative development, and the global rollout framework, including a hero film released earlier this year, key visuals, and digital content. The campaign is built around the guiding idea “Cushion is, ultimately, NEO. or NEO.”
“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.”
Images via Jung von Matt HANGANG
