BTS Jin Leads Laneige’s “Neo Cushion” Campaign, Tops Olive Young Sales
Jin has taken center stage in Laneige’s refreshed Neo Cushion campaign. The brand revealed the new pictorial and campaign on the 23rd.
The relaunch introduced two Neo Cushion lines: The Matte and The Glow. The Matte reached number one at Olive Young immediately after the campaign began.
Other Laneige items linked to Jin also saw sharp demand. Neo Cushion variants and Cream Skin rose to top sales domestically and abroad, prompting offline stock shortages. BTS Jin Leads Laneige’s “Neo Cushion” Campaign, Tops Olive Young Sales.
Sales and distribution impact
AmorePacific said Laneige sales rose over 30% year-on-year in Q4 after naming Jin model in 2024. Sales also climbed across major channels, including Sephora and Amazon. Laneige placed third among skincare brands at Sephora in 2024.
The brand posted its strongest performance that year, with a 127% year-on-year sales gain. AmorePacific’s Americas sales surpassed China for the first time.
Company financials
AmorePacific reported second-quarter sales of 1.5 trillion won last year. That number marked a 1.1% year-on-year rise. Operating profit reached 73.6 billion won, up 1,673.4% year-on-year.
Sales grew 10% from strong demand for key products like Laneige in the American market. European sales for brands such as Laneige expanded by about 18%.
Industry recognition and market response
Women’s Wear Daily Japan quoted a Laneige brand manager linking Jin’s ambassadorship to higher Cream Skin lotion sales. Campaign performance reportedly exceeded internal plans by roughly 100%.
According to global influencer analytics firm Lefty, Laneige topped EMV rankings for influential Korean beauty brands worldwide in 2025. The result reflects growing global media value and recognition.
Jin’s influence
Observers credit Jin with strong visual and vocal appeal, often calling him a global beauty icon. The so-called “JIN Effect” is credited with boosting brand visibility.
Filmogaz.com notes that demand remains high and many retailers report temporary sellouts. Laneige’s recent momentum has clearly amplified its international profile.
