The mandate

As part of the partnership, Jung von Matt HANGANG will be responsible for:
– Global campaign development
– Creative strategy and storytelling
– Multi-market rollout execution

The focus will be on building a cohesive narrative that resonates across geographies while maintaining LANEIGE’s core brand identity.

The context

LANEIGE, a key player in the K-beauty segment, has been expanding its presence across global markets, including North America and Asia-Pacific.

With the Bouncy & Firm Serum, the brand is targeting consumers seeking performance-led skincare backed by hydration and elasticity benefits  categories that continue to see strong demand worldwide.

Why it matters

This move highlights a growing trend among beauty brands: investing in globally aligned creative strategies rather than fragmented, market-specific campaigns.

For LANEIGE:
– Consistent global storytelling
– Stronger positioning beyond K-beauty
– Better recall in competitive markets

For Jung von Matt HANGANG:
– Strengthens global portfolio
– Expands creative influence beyond Korea

The bigger picture

As the global skincare category becomes increasingly crowded, differentiation is no longer driven by product alone.

Brands now compete on narrative, cultural relevance, and emotional connection.

LANEIGE’s move reflects this shift  where creativity becomes central to growth.

MM Take (Media Mohalla POV)

LANEIGE isn’t just launching a serum  it’s scaling a story.

By partnering with Jung von Matt HANGANG, the brand is betting on creative consistency as a growth lever.

Because today, global isn’t just about reach  it’s about resonance.