GoSee CREATIVES TO WATCH: Nicole Groezinger, Creative Lead Beauty Collective at Jung von Matt NECKAR, on the Future of Beauty – Between Technology and Authenticity
CREDITS / DETAILS / VIDEO EMBED LINK
CREDITS / DETAILS / VIDEO EMBED LINK
Nicole Groezinger has been Creative Director at Jung von Matt NECKAR for nearly 20 years – and for the past three, she’s been the creative force behind the agency network’s Beauty Collective.
In this role, she not only leads the creative vision for international beauty campaigns, but also works closely with the network’s youngest Asian hub: Jung von Matt HANGANG in Seoul, the third location in Asia expanding JvM’s global beauty expertise.
We were all the more delighted to welcome this creative powerhouse in person at the UPDATE in Berlin – where she was scouting new talent, exciting creative collaborators, and future-facing impulses. “Beauty is the beta test for the advertising of tomorrow,” says Nicole. And she adds, “Thanks to the UPDATE team for the inspiring international contacts – it was a real highlight in this digital world to meet portfolios, work, and photographers in person.”
Here on GoSee, Nicole also shares her perspective on the smart and responsible use of artificial intelligence in beauty advertising. She emphasizes the importance of not losing sight of authenticity and human connection amid technological innovation. For her, technology should never lead to creative uniformity – instead, it should empower personal expression and elevate real human stories. “Technology should not be used for standardization, but for personalization,” Nicole explains. “Especially in beauty communication, success lies in merging digital innovation with real, emotional human experiences.”
As a case in point, Nicole introduces one of her latest projects on GoSee – a perfect example of modern, tech-driven yet emotionally resonant beauty storytelling: The LANEIGE Show. In this global campaign for skincare brand LANEIGE, American actress Sydney Sweeney plays not one but three roles – a charismatic game show host and two very different contestants, ‘Syd’ and ‘Sweeney’. The result is a playful, high-impact digital format with style, substance, and a clear global message: Water Bank is the Answer.
The campaign was developed in Stuttgart by the Beauty Collective and produced in collaboration with Markenfilm Korea and the team in Seoul. Alongside Nicole, the project featured Art Director Mina Hashemi, Copy CD Matteo Maggiore, and CCO Bill Yom in Seoul. It was not only about staging a strong global personality like Sydney Sweeney but also about translating the campaign across diverse markets with the help of local creators – combining interactive digital content and physical roadshows.
Nicole Groezinger and the Beauty Collective by JvMNeckar on the campaign page for GoSee: "Beauty communication has always been a pioneer when it comes to quickly adapting new technologies – whether virtual production or AI. The market is extremely dynamic, the target audience is young, digital, and highly educated. At the same time, the industry has been waging a real battle for authenticity in recent years: away from polished ideals and toward real, "human" people and stories. This makes it all the more important not to fall back – by suddenly shifting the focus to faceless AI avatars. The smarter approach is to use technology not for standardization, but for personalization. We saw this, for example, in the WATER BANK IS THE ANSWER campaign for Laneige: A global testimonial like Sydney Sweeney meets a digital campaign format that has been further developed and individually interpreted by local creators in each market – from the interactive Laneige show to the physical roadshow. Because, especially in skincare, it's ultimately always about the experience of the human body. And that's exactly what communication must achieve."
Nicole Groezinger and her Beauty Collective demonstrate what the future of beauty communication looks like: combining innovative technologies with genuine, emotional connection to people. For her, "The future lies in the combination of global appeal and local relevance." And especially in skincare, says Nicole, "the product experience takes place on one's own body. Communication must also bridge this phygital gap." With her work at Jung von Matt, she proves that beauty is more than just superficiality—it is a vibrant, multifaceted experience spanning technology, creativity, and humanity.
CREDITS
Client LANEIGE
Advertising Agency Jung von Matt
Creative Director Nicole Groezinger
Model Sydney Sweeney
FEATURING: UPDATE SALON
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