Mumbai: LANEIGE has appointed Jung von Matt HANGANG to lead the global campaign for its Bouncy & Firm (B&F) Serum, marking a strategic move to strengthen its premium positioning in the competitive skincare category.
The campaign is set to launch in the United States as the lead market, followed by a global rollout. The mandate further deepens the partnership between the brand and the agency, while reinforcing Jung von Matt HANGANG’s growing influence in the global beauty segment.
As one of LANEIGE’s hero product lines, the B&F Serum plays a central role in the brand’s international growth ambitions. The campaign seeks to address a category dominated by short-term, instant-result claims by presenting a more balanced narrative that combines immediate benefits with long-term efficacy.
While the serum delivers visible instant firming and glow, it also incorporates advanced skincare technology, including 24,000 micro-firming capsules, enhanced absorption capabilities, and collagen and peptide-based formulations rooted in Korean science. However, these deeper product credentials have remained under-communicated to consumers.
To address this, Jung von Matt HANGANG has developed a unified campaign platform titled “Now & Forever,” which integrates both instant and long-term benefits into a single narrative. Built around LANEIGE’s proprietary “Skin Bounce Back Power” concept, the campaign repositions the serum as a high-performance solution that restores the skin’s resilience over time while delivering immediate results.
“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.”
The agency is leading the global communications strategy, campaign planning, and creative development, including the main brand film and supporting product-focused assets. The campaign will be deployed across digital video, social media, e-commerce platforms, and in-store retail environments.
With a large-scale global rollout anchored in North America, the initiative underscores Jung von Matt HANGANG’s role as a strategy-led creative partner, translating functional skincare innovation into a cohesive and scalable global brand narrative.
