K-beauty brand Laneige has signed travel influencer Won Ji as its latest brand ambassador.
Ji will promote the Amorepacific-owned brand’s hero product Laneige Cream Skin Cerapeptide Refiner through marketing campaigns.
Her first campaign introduces a new slogan for the brand: ‘Lazy, but not dry!’, emphasising the Cream Skin’s moisturising properties.
This is a play on Ji’s motto ‘Lazy, but not stupid’, which she uses on her YouTube channel Won Ji’s Day (원지의하루), which boasts more than 880,000 subscribers.
“It is my policy to only promote products that I am satisfied with enough to purchase, use, and recommend to others,” said Ji.
“I have been only using Laneige Cream Skin lately, as it relieves skin tightness with just a toner and leaves it fresh and moisturised.
“I fell in love with the product's performance to the extent that I apply it generously on my make-up pads and sleep with it on, and even use it all over my body in place of body lotion.”
Laneige is also launching a limited edition Cream Skin hlllo Sticker Pack, which includes the moisturiser alongside a selection of stickers featuring bright and bold designs, created in collaboration with Ji.
“Cream Skin is characterised by its excellent moisturising power, making it easy for anyone to achieve moisturised skin without much effort,” said a spokesperson for the brand.
“The reason we proposed Won Ji for the ambassadorship with Laneige was because we believed her motto of ‘Lazy, but not stupid’ resonated well with the attributes of the product.
“Using the product for a month and vouching for its effectiveness, we believe that she is a suitable ambassador as she can authentically represent it.”
The product is said to utilise technology that “encapsulates a whole jar of cream into a toner” to deeply moisturise the skin.
Ji follows US actress Sydney Sweeney as a face of Laneige, who was appointed the brand’s first ever global ambassador earlier this year after first joining the brand as US ambassador in 2023.
Laneige also expanded its UK retail presence last year by launching into retailer Space NK.
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