Actress Sydney Sweeney Named Laneige’s First Global Brand Ambassador
DoNews reported on January 8 that the famous actress Sydney Sweeney, who was nominated for two Emmy Awards, has become Laneige’s first global brand ambassador. Sweeney, who has garnered attention for her roles in “Euphoria,” “White Lotus Resort,” and “I Just Want to Love You,” has quickly become a budding star while serving as Laneige’s U.S. brand ambassador over the past 18 months.
In the future, Sweeney will serve as the global brand ambassador of the international K-beauty brand Laneige and conduct new brand skincare activities in more than 40 regions around the world.
During her time as Laneige’s U.S. brand ambassador, Sweeney has achieved remarkable results. Julien Bouzitat, head of brand marketing for Laneige USA, stated: “The effectiveness of our partnership with Sydney has been demonstrated through the growth in the number of followers on Laneige USA’s social media platforms.” Since Sweeney was first announced as a Laneige USA brand ambassador in the spring of 2022, the number of followers on Laneige’s TikTok platform increased by 227% and the number of followers on Instagram increased by 53%. Sweeney’s behind-the-scenes video of Laneige’s filming has been widely circulated on multiple social media platforms, including more than 72 million views on TikTok, Instagram, and YouTube, showcasing her widespread influence.
Sweeney’s upcoming projects, including Marvel’s “Mrs. Spider-Man,” are highly anticipated this year. At the same time, Laneige plans to launch global promotions from spring to summer through outdoor advertising, social media content, live events, and other methods to promote new brand innovation.
Laneige’s goal is to continuously increase global awareness of its skin barrier strengthening products by expanding the scope of cooperation in major markets around the world, including innovative products to be launched in 2024.