Laneige introduces its first under-eye patches with BTS member Jin leading the campaign. The new Bouncy & Firm Cooling Hydrogel Eye Patches target puffiness, fine lines and tired-looking under-eyes through a cooling hydrogel format designed for a 20-minute treatment.
SKINCARE
The patches extend Laneige’s Bouncy & Firm range into a new product category. Each double-sided patch features an embossed surface that functions as a reservoir for serum, helping maintain contact around the contours beneath the eyes while delivering additional hydration. Users can also place the patches over smile lines for a smoothing and plumping treatment.
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Laneige builds the formula around microneedling-inspired melting spicules, which help improve ingredient delivery. The patches also contain plant-derived PDRN sourced from green tea and banana probiotics. Caffeine targets the appearance of puffiness, while niacinamide addresses dark circles. According to the brand, the formula visibly firms and smooths fine lines while reducing puffiness in 20 minutes.
The cooling hydrogel provides an immediate dose of hydration and gives the patches their refreshing feel. Their flexible construction allows them to follow the eye area closely during wear, creating a portable treatment designed for use throughout the day.
Jin returns as the face of the launch as his relationship with Laneige enters another phase. The Korean skincare brand named the BTS member its global ambassador in September 2024. His first campaign promoted Cream Skin Cerapeptide Refiner, and the partnership marked his first beauty modeling role. Laneige selected Jin for what the company described as his confidence and positive energy, linking his international profile with the brand’s expanding presence outside Korea.
The Bouncy & Firm Cooling Hydrogel Eye Patches launch on September 17 through Laneige’s US website and TikTok Shop. Laneige plans wider availability through Sephora and Amazon following the initial release.
