Laneige names Sydney Sweeney as first-ever global brand ambassador
Korean skincare brand Laneige has appointed American actress Sydney Sweeney as its first-ever global brand ambassador.
Sweeney, who is best known for her roles in Euphoria, White Lotus, and more recently Anyone But You, has been signed to Laneige as its US brand ambassador for the past 18 months.
The expansion of this partnership on a global scale covers 40 counties and first launches with a campaign supporting the renovation of the brand's Water Bank Blue Hyaluronic Moisturiser.
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Following this, Sweeney will also star in a number of global campaigns for new innovations launching in spring and summer. This includes out-of-home advertisements, paid and organic social media content, and personal appearances.
"I couldn't be more excited to announce my extended partnership with Laneige as their first-ever global ambassador," said Sweeney.
"It all started very organically after finding the absolute best skincare routine with Laneige products after years of trial and error. After creating so many fun memories on multiple campaigns together, I'm looking forward to our continued collaboration."
Founded in 1994 in South Korea, Laneige is dedicated to creating smarter skincare solutions for hydrated and healthier skin. In the UK, the brand is available at Sephora, Cult Beauty and Space NK, amongst others.
Julien Bouzitat, General Manager for Laneige US, said: "Over the past few years, we have seen Sydney transform into a global superstar at the forefront of the cultural zeitgeist.
"Since the beginning of our partnership, Sydney and Laneige have experienced a similar global acceleration as she cemented her status as one of the most promising actresses in Hollywood, while Laneige continued to break records for its viral Lip Sleeping Mask and barrier-boosting skincare.
"It's been an incredibly rewarding trajectory for both parties and we are looking forward to reaching an even broader audience worldwide with Sydney as our new global brand ambassador."
It is not the first brand ambassadorship for Sweeney, having also starred as the face of Armani Beauty's 'My Way' fragrance last year.
She joined Armani Beauty alongside a number of other brand ambassadors including Regé-Jean Page, Cate Blanchett, Tessa Thompson, Jackson Yee and Nicholas Hoult.
