Recently, LANEIGE collaborated with the brand’s global ambassador, Sydney Sweeney, to launch a new campaign “Stay you. Stay Bouncy & Firm”. LANEIGE’s message is to introduce its innovative solution for preserving skin’s elasticity and promoting self-confidence, ensuring its customers not to worry about wrinkles before making facial expressions. Nonetheless, the brand has received backlashes for its advertisements being centered on male gaze for a skincare line targeted towards women.
LANEIGE x Sydney Sweeney: Bouncy & Firm Sleeping Mask
About the Product:
Powered by Peony & Collagen Complex™, this new daily skin-firming solution is advised to apply during the golden hours of sleep, when your skin tends to lose its radiance and firmness. “Bouncy & Firm Sleeping Mask is a testament to Laneige’s constant innovation and expertise in sleep care,” says Sydney Sweeney. “The formula is full of collagens and probiotic lysate that gives you bouncier, plumper, and firmer looking skin while you sleep – and the texture is phenomenal. I’m so excited to be part of the new campaign as Laneige’s global ambassador and sharing this next generation of overnight sleeping masks with the rest of the world!”
Bouncy & Firm Sleeping Mask
Infused with Laneige’s exclusive Sleepscent and the delightful floral essence of Peony Bouquet, the mask has a sorbet-like consistency and contains 45,000 Hydro-Melt Glow Capsules that quickly penetrate the skin, creating a moisture barrier and providing overnight nourishment, resulting in enhanced radiance. Clinically proven to improve skin texture and hydration after just one night, 96% of users noticed softer, bouncier skin after 4 weeks. Reviewers appraise the products for its effectiveness, after waking up, their skins feel extremely hydrated and with no skin-tightness.
About the Ad:
In the advertisement, the caption “bouncy and firm” is put across Sydney Sweeney’s breasts instead of focusing the angle on her face for product promotion. These suggestive languages shown on the ad and the caption LANEIGE wrote (below) while sharing its posts have irritated its customers due to the shift in brand communication. The Korean skin care brand has been known for being female-focused and youthful, as demonstrated in the branding colors being soft and feminine. Moreover, with Sydney Sweeney starring in the advertisement, this serves as a perpetuation for her narrative being oversexualized as men have been her main target audiences.
LANEIGE x Sydney Sweeney: Bouncy & Firm Sleeping Mask
The advertisement also does not align with the message Sydney Sweeney is trying to convey as LANEIGE’s global ambassador. During an interview, Sweeney states that “Beauty comes from within.” True beauty goes beyond skincare—it’s about embracing your inner light and exuding confidence from the inside out. Whether you’re battling breakouts or trying to preserve a youthful glow, remember that skincare is just one aspect. Take care of yourself, nurture your soul, and let your inner beauty shine through.
LANEIGE x Sydney Sweeney: Lip Sleeping Mask
Personally, for the Bouncy & Firm Sleeping Mask item, I do not believe this is a successful collaboration, which is a pity considering the success the brand created with Water Sleeping Mask and Lip Sleeping Mask. If LANEIGE and Sydney Sweeney had continued the message they conveyed with these products, the brand would not have received severe backlashes for its advertisement.
LANEIGE x Sydney Sweeney: Lip Sleeping Mask