K-beauty brand Laneige bets on experiential retail with a mix-and-match lip mask station
Laneige, a Korean beauty brand known for its lip masks and moisturizers, is stepping up its experiential retail efforts as it targets global growth.
K-beauty brand Laneige is expanding its experiential retail strategy with a unique lip mask station in the United States. The company, renowned for its lip masks and moisturizers, is bringing a new retail concept to the U.S. for the first time, as part of its global growth efforts. Laneige, sold on its website and through retailers such as Sephora and Amazon, is offering customers the opportunity to mix and match their preferred flavors of its best-selling Lip Sleeping Mask, creating a personalized product.
The activation, located at Laneige's permanent retail space in Los Angeles' Grove, marks a shift towards physical retail presence and pop-up experiences as the brand aims to reach more consumers, broaden its global reach, and educate shoppers about its innovative skin-care technology. Laneige recently reopened its flagship store in Seoul after an 18-month renovation, now offering personalized beauty services.
Additionally, the brand collaborated with Sephora on a "Wonder Lab" activation featuring its hydration products, visiting seven U.S. cities in August to coincide with major events, including Lollapalooza in Chicago and the U.S. Open in New York City.
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