In a category obsessed with instant results, LANEIGE is choosing a more enduring narrative. The premium skincare brand has appointed Jung von Matt HANGANG to lead the global push of its Bouncy & Firm (B&F) Serum campaign – uniting immediate impact with long-term performance under one strategic platform.
The campaign will launch in the US as its lead market before rolling out globally. The project further strengthens the partnership between LANEIGE and Jung von Matt and underscores the agency’s growing leadership in the global beauty category. As one of the brand’s hero lines, B&F plays a pivotal role in LANEIGE’s international growth strategy.
The challenge: a serum market dominated by aggressive, short-term claims. While B&F Serum delivers instant firming and glow, its deeper technical credentials – including 24,000 micro-firming capsules backed by Korean science, 2.4 times better absorption with a weightless serum texture, collagen and peptide water – and its clinically proven long-term efficacy have not yet been fully recognised by consumers.
Jung von Matt HANGANG’s solution is a single, integrated narrative: Now & Forever. Rather than separating instant and long-term benefits, the strategy connects both through LANEIGE’s proprietary concept of “Skin Bounce Back Power”. The serum is repositioned not as another firming product, but as a high-performance formula that reactivates the skin’s ability to bounce back – immediately and over time. The result is a globally scalable platform rooted in product truth and scientific credibility.
“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. The campaign launches globally, with North America as the primary market. It will roll out across online video, social and e-commerce, as well as in-store and retail environments.
Executed at significant global scale, the initiative underscores Jung von Matt HANGANG’s role as a strategy-driven creative partner, turning functional skincare innovation into compelling global brand platforms.
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