Laneige Launches Neo Cushion 'STAY FIT STAY NEO' Campaign

- Campaign video featuring the slogan ‘STAY FIT STAY NEO’ to be released on 5.1
- Conveying the message of Neo Cushion product that perfectly ‘fits’ the skin wherever and whatever you do in daily life

Premium moisturizing functional brand Laneige is launching the ‘STAY FIT STAY NEO (Stay close with Neo, no smudging)’ campaign, delivering a message about the moments of close FIT with the ‘Neo Cushion’ in everyday life.

Laneige will kick off the campaign on May 1st by releasing a video showcasing the Neo Cushion’s smudge-free adhesion. The video captures the product’s ability to lightly adhere to the skin without smudging even when rubbing cheeks against a beloved pet, and its resistance to sweat and oil from outdoor activities without breaking down or caking. Through this, the campaign conveys the Neo Cushion’s strong adhesion that lasts 24 hours without smudging in various daily moments, while also sensually presenting it as a trendy item that reflects the tastes of the MZ generation (Millennials and Generation Z).

As part of this campaign, starting May 3rd, Laneige will launch the #NeoroMilchak (Neo Close Fit) challenge, where participants check their pets’ reactions when closely fitting with them, as seen in the advertising images featuring brand model Kim Yoo-jung. Additionally, the brand will unveil live commerce events with abundant benefits, digital content humorously conveying moments of close FIT, and release limited-edition collaboration products, offering diverse participatory promotions to engage consumers.

Meanwhile, the Laneige Neo Cushion is a high-adhesion cushion product capable of natural matte expression that blends seamlessly like one’s own skin. Since its first launch in 2020, it quickly established itself as Laneige’s new bestseller by achieving approximately 13 billion KRW in sales within six months. It features an innovative 360-degree borderless design without front or back edges and pastel-toned packaging in mint and pink colors. Known for its thin yet powerful adhesion, it barely transfers makeup even when wearing masks and lasts for a long time.

The Laneige Neo Cushion is available nationwide at Aritaum stores, Amorepacific Mall, Aritaum Mall, Olive Young, and more, with special promotional benefits offered at each channel.