Jin’s Impact Drives LANEIGE Sales in Japan
On November 7, 2024, THE GURU highlighted the remarkable surge in sales of LANEIGE’s ‘Cream Skin Serapeptide Refiner’ following the appointment of BTS member Jin as the brand’s first male global ambassador. Since his announcement on October 1, 2024, the product achieved outstanding sales figures, moving 10,000 units within just five days in Japan alone.
Successful Global Campaign
Amorepacific, the parent company of LANEIGE, has effectively leveraged the tagline “First step, first moisturizing overall”for its global marketing campaign. Since its introduction, the Cream Skin product line has achieved global sales exceeding 4.4 million units from October 2018 to July 2024.
Promotional Strategies and Fan Engagement
The demand in Japan saw an upswing after LANEIGE launched an exciting giveaway featuring exclusive ‘Jin’s goods’. This promotion included a photobook filled with previously unseen photos of the idol, enticing customers to purchase the Cream Skin product from LANEIGE’s affiliated stores like Loft and Plaza, as well as popular online platforms Q-ten and Rakuten.
Further boosting visibility, Amorepacific rolled out advertisements showcasing Jin as part of their Cream Skin Toner & Moisturizer campaign beginning October 19, 2024. The campaign’s success translated into impressive sales of approximately 84 units per hour, with the product retailing from $16 on various platforms such as Laneige.com, Amazon, and Sephora at Kohl’s.
“This is the reason why he will always be in demand. Brands will compete to partner with him. I feel for those brands that don’t have a deal with Seokjin, the face of employment,”expressed a fan on social media.
Fan Reactions to Jin’s Ambassadorship
The BTS fanbase has shown overwhelming support for LANEIGE’s decision to appoint Jin as their first male ambassador. Fans lauded this choice, celebrating the honor given to the prominent artist.
“Love how it’s phrased as ‘chosen by Jin’—it’s certainly an honor for the brand to be selected by Mr. WWH, the Kim Seokjin,”commented another enthusiastic fan.
Many fans underscored Jin’s extensive selling power, indicating that products he endorses typically sell out almost instantly.
“Luck is on Jin’s side. Everything he supports flies off the shelves in minutes. It’s incredible!”another fan remarked.
Expanding Influence: Jin with FRED and Ottogi
Moreover, Jin’s influence is not limited to skincare. In 2022, his ambassadorship with Ottogi Ramen resulted in a 19.2% spike in overseas sales, translating to around 326.4 billion won (approximately $235 million). This figure comprises 10.3% of the total sales recorded the previous year.
Looking ahead, Jin recently became the first global ambassador for the luxury jewelry brand FRED. The announcement led to the rapid sellout of high-ticket items such as the Force 10 winch bracelet priced at $27,127, and the Force 10 Iconic Necklace priced at $97,398, showcasing his substantial market impact.
Upcoming Music Release
In addition to his business ventures, Jin is poised to launch his debut solo mini-album titled Happy, featuring the lead track “Running Wild,”set to be released on November 15, 2024.
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