Global Beauty Campaign for TIRTIR

From Seoul to Los Angeles: Jung von Matt Stages Global Beauty Campaign for TIRTIR. The international campaign featuring BTS Mega Star V brings K-Beauty to the streets of the world

Jung von Matt continues the international expansion of the Korean beauty brand TIRTIR. As part of the international roll-out of the new campaign under the motto "V&YOU: Let’s radiate," the team stages a spectacular pop-up experience in Los Angeles. The campaign impressively demonstrates how creative brand management and cultural translation drive the worldwide success of one of the fastest-growing K-Beauty brands and authentically transport the trend to new markets. Morning

From Digital Hype to Global Experience
TIRTIR has rapidly evolved from a community-driven brand to an international heavyweight. With a spectacular pop-up experience in Los Angeles and a worldwide campaign for TIRTIR, the agency group shows how creative brand management unfolds internationally. The launch in Los Angeles combines live experiences and social activations with OOH productions in a total of three international beauty capitals.

Global Star Meets Global Brand
At the centre of the campaign is K-Pop star V – member of the internationally successful band BTS and first global TIRTIR brand ambassador. Under the motto "V&YOU: Let’s radiate," the campaign celebrates the positive energy and emotional connection between the brand, star, and community.

"K-pop and K-beauty are expressions of the same culture – both stand for creativity, perfection and the joy of self-expression,’ says Bill Yom, founder and CCO of Jung von Matt HANGANG. " Both worlds now come together in the new campaign: as a global superstar, V connects the trendy beauty brand with an international fan base, ensuring an exceptionally high reach. The campaign teaser on the global TIRTIR Instagram channel alone achieved over 80 million views within a few hours."

XXL Pop-up Experience on Melrose Avenue
As the starting gun for the global roll-out, TIRTIR activated a Melrose Avenue pop-up in Los Angeles, placing the brand in the heart of the city’s beauty scene.

"With this XXL pop-up experience in Los Angeles, we are setting new standards for global beauty communication," explains Nicole Grözinger, Creative Director JvM Neckar "L.A. is a hotspot for international trends and combined with the worldwide K-Beauty hype, we position ourselves as bridge builders between cultures, target groups, and markets."

“Your Shade, Our Standard’ is our commitment to meet real skin with real performance—every tone, every texture, everywhere. The early response speaks for itself—momentum is strongest in the very cities we’re activating. That’s why we’re pairing iconic OOH with real-world experiences: to meet our community where they are and build lasting love, not just reach”, Sunyoung Erika Lee, Chief Marketing Officer, TIRTIR

Through OOH measures at iconic locations such as New York's Times Square or in the European fashion metropolis London, the campaign unfolds its radiance far beyond the borders of the Californian capital. The physical presence is complemented by influencer activations and strong social media communication on the global TIRTIR channels.