Introduction

When global beauty brands look to increase international visibility, few advertising destinations rival Times Square in New York City. Recognized as one of the world's most iconic commercial intersections, Times Square attracts millions of visitors each year and serves as a launchpad for campaigns that aim to reach audiences far beyond the streets of Manhattan.

For premium lifestyle and beauty brands, advertising in Times Square is about more than occupying digital screen space. It is an opportunity to place a brand alongside some of the world's most recognizable companies, turning a campaign into a globally shareable visual experience.

From January 30 to February 8, 2026, Korean premium haircare brand LADOR launched a large-format digital out-of-home (DOOH) campaign featuring BTS member Jimin, the brand's global ambassador. The campaign transformed one of Times Square's landmark digital displays into an elegant showcase of the brand's identity while reinforcing its growing international presence. This activation followed LADOR's appointment of Jimin as its global ambassador and supported the rollout of the brand's new global campaign.