Laneige's October Success: BTS Jin Drives Unprecedented Global Popularity for Cream Skin

In October, Laneige took center stage in the beauty industry, dominating online mentions with a whopping 8,972 mentions, thanks to BTS’s Jin stepping in as their first male global ambassador. As the brand's new face, Jin has brought fresh energy and impressive visibility to Laneige, drawing international attention and driving phenomenal sales for the popular Cream Skin line.

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How BTS’s Jin Elevated Laneige in October

1. A Major Moment for Laneige

Laneige announced Jin as their global ambassador at the end of September, and the response was immediate. From fans to beauty lovers, everyone turned their eyes to the brand, making Laneige’s Cream Skin one of the hottest topics in the beauty world. With his "Visual King" appeal, Jin quickly became the face of Laneige's Cream Skin campaign, attracting global fan interest and new customers alike.

 

2. Cream Skin: A Sell-Out Sensation in Japan

Kicking off on October 19, Laneige’s global campaign took off in Japan, where sales exceeded 10,000 units in just five days—about 84 units per hour. Laneige offered exclusive photo books featuring Jin with each purchase, which delighted local fans. The limited-edition photo book and the campaign’s quick success led to sold-out stock across Japan’s Loft and Plaza shops as well as online retailers like Qoo10 and Rakuten.

 

3. Global Reach with Times Square & Beyond

Laneige’s campaign went international with eye-catching ads featuring Jin in New York’s Times Square and across major U.S. cities like Los Angeles. In Korea, Laneige took over Olive Young's top sales across all ages, setting sales records and keeping shelves empty in stores nationwide. Jin's influence transformed Cream Skin into a bestseller across multiple regions, including the U.S., Hong Kong, Singapore, and the Philippines, with sell-outs reported in several markets.

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Laneige's Strategic Pop-Up Store: A Must-Visit in Tokyo

To celebrate this global success, Laneige launched a Jin-themed pop-up store in Tokyo's Shibuya district, drawing crowds with exclusive "Jin merchandise" giveaways. With Jin’s stunning visuals creating a memorable shopping experience, this pop-up has expanded Laneige’s reach in Japan’s competitive beauty market, making it a destination for fans and beauty enthusiasts alike.

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BTS Jin’s Impact Beyond the Beauty Category

As the first male ambassador, Jin’s collaboration with Laneige has catapulted the brand beyond typical beauty standards, engaging a wide-ranging global audience. In China, the limited-edition Cream Skin photo book featuring Jin sold out instantly on platforms like Taobao and Tmall, showcasing his "Global Sold-Out King" power.

 

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Cream Skin’s Unstoppable Popularity

Jin's face is now synonymous with Laneige, helping the brand claim its place as a leader in skincare. From New York to Tokyo, Laneige has used his influence to create a new wave of interest, and with Jin's broad appeal across demographics, Cream Skin is set to maintain its bestseller status in global markets.