Jin stars in Laneige’s latest launch, innovative hydrogel eye patches designed to hydrate, firm and help reduce the appearance of puffiness.
Jin of BTS is back in front of the camera as Laneige’s global ambassador. Following the ARIRANG World Tour, the South Korean artist stars in the campaign for the Bouncy & Firm Cooling Hydrogel Eye Patches, the launch that marks the brand’s first move into the eye patch category.
The new campaign follows Jin through different moments in his schedule, from quick in-flight touch-ups to red-carpet appearances. The aim is to show how easily the product can be incorporated into a beauty routine at any time of day, with a particular focus on achieving a fresher-looking eye area and luminous-looking skin.
The collaboration also strengthens Laneige’s international strategy, as the brand continues to expand the global reach of K-beauty, supported by the BTS member’s considerable worldwide influence.
Inspired by techniques associated with microneedling, the new patches combine dissolving spicules, plant-derived PDRN, caffeine and niacinamide. According to the brand, the formula has been developed to support ingredient absorption, smooth the appearance of fine lines and help reduce puffiness in approximately 20 minutes.
Priced at $27, the Bouncy & Firm Cooling Hydrogel Eye Patches bring together cosmetic innovation and pop culture, with Jin once again helping Laneige introduce its latest skincare development to a global audience.
