It’s official. Laneige just tapped Katseye—the group born from that Netflix documentary “Pop Star Academy”—to be the new faces of the brand. Honestly, it feels like a smart move. These six girls have a certain kind of vibrant energy that matches the brand’s playful vibe. They aren’t just posing for photos, though; they’re the centerpiece of the new JuicePop Box Lip Tint launch.
This launch couldn’t have come at a better time, especially since everyone is currently obsessed with “Gummy Makeup.” If you haven’t seen it taking over your feed yet, the trend is all about those bouncy, jelly-like textures that look almost good enough to eat—think squishy blushes and high-shine, cushiony lips. The JuicePop collection fits right into this tactile obsession.
Key Takeaways
- Laneige has officially named the global girl group Katseye as its newest Global Partner to front a music-inspired beauty campaign.
- The collaboration centers on the launch of the JuicePop Box Lip Tint, a collection inspired by the vibrant aesthetic of K-beauty.
- This partnership marks a major move for the brand as it blends the worlds of pop music and skincare-infused cosmetics.
Julien Bouzitat from Amorepacific US mentioned that this is actually their first collection designed with sound as the creative foundation. It’s a pretty interesting angle when you think about it—literally using music to sell a lip tint. The campaign even leans into the aesthetic by featuring the group’s song, “Internet Girl,” while they hang out in a bright pink recording studio.
Finding the Right Shade
The cool part about this campaign is how they’ve paired each member with a specific shade that supposedly reflects their personality. It’s a bit of a classic marketing trick, but it usually lands well. To give you an idea of the lineup:
- Sophia: Red Classic
- Lara: DJ Plum
- Manon: Pop Star Peach
- Daniela: Disco Coral
- Yoonchae: LoFi Mauve
The collection features eight shades in total, and they’ll be priced at $23 each. If you’re looking to grab one, you won’t have to wait long. They hit Sephora and Laneige’s website on January 30, with Amazon and physical stores following right behind.
Will this new “music-inspired” packaging actually make a difference in how we use the product? That’s anyone’s guess. But with Katseye’s massive global reach, these are probably going to fly off the shelves regardless.
What do you think about this pairing—is Katseye the right fit for a brand like Laneige? Let us know your favorite shade in the comments, and don’t forget to follow us on Facebook and Instagram for more beauty updates!
Sources
- www.cosmeticsbusiness.com/laneige-names-katseye-as-global-partner
- www.eonline.com/news/1427751/katseye-x-laneige-juicepop-box-lip-tint-campaign-is-here-shop-the-new-drop
