Laneige has appointed Jung von Matt HANGANG to lead the global campaign for its Bouncy & Firm Serum. The campaign will launch in the US as the lead market before a global rollout.
The project extends the partnership between Laneige and Jung von Matt HANGANG. Bouncy & Firm is described as one of the brand’s hero lines and part of its international growth strategy.
The campaign addresses a serum market focused on short-term claims. The B&F Serum includes 24,000 micro-firming capsules, 2.4 times better absorption with a weightless serum texture, and collagen and peptide water, alongside clinically proven long-term efficacy.
Jung von Matt HANGANG developed a campaign platform titled “Now & Forever.” The approach connects immediate and long-term benefits through the concept of “Skin Bounce Back Power,” presenting the serum as a formula designed to support the skin’s ability to bounce back over time.
“True differentiation in global beauty comes from strategic clarity, not louder claims,” said Bill Yom, Founder and Managing Director of Jung von Matt HANGANG.
“With LANEIGE, we are translating advanced skincare technology into a clear, globally relevant narrative that travels across markets.”
“Bouncy & Firm Serum is a key franchise for Laneige worldwide,” added Jiwon Sohn, Brand Activation Senior Manager at Laneige.
“This push allows us to communicate both the instant visible benefits and the long-term Korean science behind our Skin Bounce Back Power in one cohesive story.”
Jung von Matt HANGANG is leading the global communications strategy and overall campaign planning, as well as developing all key creative assets, from the main film to product-focused films and visuals.
