Even Newer, NEO CUSHION with JIN

LANEIGE partners with JvM HANGANG to introduce the third-generation Neo Cushion as the next benchmark in its category

LANEIGE is advancing one of its most iconic franchises. The premium beauty brand has partnered with Jung von Matt HANGANG to lead the global launch of the third-generation Neo Cushion, the next evolution of its hero cushion foundation line – setting a new standard in an increasingly competitive market.

Launching globally the upgraded Neo Cushion The Matte and The Glow lines mark the next chapter of the franchise following last year’s Neo Cushion MEWY campaign. The project reinforces JvM HANGANG’s role as a long-term strategic partner in building and evolving LANEIGE’s core product platforms across Asia, the US and Europe.

The challenge: in a saturated market driven by constant innovation and consumer demand for “newness”, relevance is no longer defined by novelty alone, but by lasting performance. Neo Cushion has long been a trusted favourite, known for its reliability and results. Now, with a renewed focus and refined storytelling, the work invites consumers to rediscover what makes this hero product essential today.

Jung von Matt HANGANG’s answer is to position the new Neo Cushion not as a simple upgrade, but as a next-generation benchmark for skin texture expression. Under the guiding idea of “Cushion is, ultimately, NEO. or NEO.”, the work makes the product’s evolution instantly visible and relevant – moving beyond feature-led messaging to a clear, compelling narrative that resonates within the market and culture.

Jung von Matt HANGANG is leading the campaign strategy, creative development and global rollout framework, including the hero film, key visuals and digital content ecosystem – translating product innovation into communication that resonates globally. “The new Neo Cushion is not simply a product update, but a next-generation cushion newly defined by the skin texture expression consumers are looking for,” said Bill Yom, Founder and Managing Director of Jung von Matt HANGANG. “Our role was to ensure this innovation is immediately understood and compelling across markets.”

The campaign will run across global markets with a strong focus on digital platforms, e-commerce and retail environments.

With the third Neo Cushion generation, LANEIGE continues to evolve a category-defining product – while Jung von Matt HANGANG demonstrates its ability to turn product innovation into scalable, globally relevant brand communication.