Laneige

Laneige (Hangul: 라네즈) is a South Korean cosmetics brand launched by Amore Pacific in 1994.[1][2] Its name comes from the French "la neige", which translates to "the snow".[3] The brand's flagship products include its Water Bank skin care line, Water Sleeping Mask, BB Cushion foundation and two-tone lipsticks.

Laneige
Headquarters
Seoul
,
South Korea
Area served
Worldwide
ProductsSkincare
ParentAmore Pacific
Websitewww.laneige.co.kr

The brand's central concept is based on its Advanced Water Science technology, an emphasis on skin hydration.[4] Laneige is noted by its parent company as one of their first brands to be launched and find popularity outside Korea.[4]

History

Laneige was introduced in September 1994, with a skin care collection titled UV Green.[5] Under the campaign "Laneige Protects Women", which emphasises the line's "skin immunity" properties, Laneige selected actress Lee Yoo-ri and talent Kim Si-won to represent the brand. Despite its success, Laneige found that contrary to its image, consumers perceived the brand to be slightly mature.[5] In July 1995, actress Kim Ji-ho became the third face of Laneige. The brand reached a milestone of 100 billion KRW in sales by 1996.[6][7] Their further campaigns include "Women Who Live Like a Movie" with models Shin Joo-ri, Lee Hye-sang and Chae Rim, both notable figures during the 1997 Asian financial crisis.[5]

A Laneige storefront in Seoul, South Korea in June 2007.

A mid-1999 campaign with the slogan "Everyday New Face", accompanied by actress Lee Na-young, reenergized sales for Laneige; by 2002, the brand was number one on AC Nielsen's Brand Power Index.[7][5] In 2002, Laneige expanded into the greater Asian market with its first international stores in Hong Kong and Shanghai.[8] After opening over 200 stores in eight Asian countries, Laneige entered Europe by opening its first store in Moscow, Russia.[9]

The brand then launched its first cosmetics line in 2007,[8] and began targeting male consumers with Laneige Homme that same year.[2]

In September 2017, Laneige partnered with cosmetics retailer Sephora to relaunch its brand in the United States, with the exclusive debut of its Lip Sleeping Mask.[10] The brand was previously available at American retailer Target from 2014 to 2015, and its offerings have been stocked by Sephora Canada since September 2015.[11][12]

Laneige redirected its focus to its "moisturizing skincare portfolio" and underwent its first rebrand in five years, introducing a new logo and "Luminous Beauty" concept in early 2019.[13] Sephora's European outlets began to carry the brand in April 2019.[14]

Products

Laneige's flagship products include Water Bank Hydro Essence, Cream Skin, Water Sleeping Mask, Neo Cushion, and Layering Lip Bar.

  • Water Bank Hydro Essence is Laneige's representative essence made with green mineral water extracted from kale, watercress, and beetroot.[15]
  • Cream Skin Refiner is a skin that strengthens moisturizing power by melting a cream into a skin formulation.[16]
  • Water Sleeping Mask EX is a hydrating sleeping mask that applies Sleep-tox™ purification technology.[17]
  • Neo Cushion is a full coverage BB cushion provides a flawless complexion for 24 hours by a single touch.
  • Layering Lip Bar is a lipstick that creates a volume gradation by containing 6 colors in one lipstick.[18]

Spokespersons and models

References
  1. "Amore Pacific". Archived from the original on 2014-05-22. Retrieved 2013-10-11.
  2. "LANEIGE | LUMINOUS BEAUTY". LANEIGE. Archived from the original on 2020-11-28. Retrieved 2019-11-26.
  3. "라네즈 l LUMINOUS BEAUTY". LANEIGE. Archived from the original on 2019-12-12. Retrieved 2019-11-26.
  4. "Amorepacific Launches LANEIGE in Europe". TASS. Archived from the original on 2020-11-28. Retrieved 2019-12-01.
  5. happist (2009-04-23). "[펌글]이 광고의 성공전략 | 태평양 라네즈 광고 캠페인". 꿈꾸는섬 (in Korean). Archived from the original on 2020-11-29. Retrieved 2019-12-01.
  6. "History". Archived from the original on 2017-09-19. Retrieved 2019-12-01.
  7. "Amore Pacific 2002 Annual Report" (PDF). Archived (PDF) from the original on 2016-09-09. Retrieved 2019-12-01.
  8. "Amore Pacific ramps up Asian focus as duty free business expands". The Moodie Davitt Report. January 17, 2012. Archived from the original on November 28, 2020. Retrieved November 26, 2019.
  9. "AMOREPACIFIC > PR CENTER > Brand News". en.amorepacific.com. Archived from the original on 2014-03-02.
  10. LANEIGE. "LANEIGE Reinforces Its Authority in Sleeping Beauty". www.prnewswire.com. Archived from the original on 2020-11-28. Retrieved 2019-12-01.
  11. Herald, The Korea (2017-09-19). "Laneige enters US Sephora". www.koreaherald.com. Archived from the original on 2020-11-28. Retrieved 2019-12-01.
  12. LANEIGE. "LANEIGE, A Global Korean Beauty Blockbuster, Debuts In Canada With Trend-setting, Science-Driven Products For All Skincare Concerns". www.newswire.ca. Archived from the original on 2020-11-28. Retrieved 2019-12-01.
  13. "Laneige undergoes brand renewal". koreatimes. 2019-05-31. Archived from the original on 2023-04-18. Retrieved 2019-12-01.
  14. "Amorepacific, Sephora partner to launch Laneige brand in Europe". Verdict Cosmetics. 2019-04-08. Archived from the original on 2020-09-27. Retrieved 2019-12-01.
  15. Kim, Sang-il(김상일) (2018-11-12). "화장품업계 비건화장품에 주목하다" [Focus on vegan cosmetics in the cosmetics industry]. Uihak-sinmun. Archived from the original on 2021-05-10. Retrieved 2021-05-10.
  16. "CREAM SKIN REFINER". RANEIGE. Archived from the original on 2021-05-10. Retrieved 2021-05-10.
  17. "WATER SLEEPING MASK EX". LANEIGE. Archived from the original on 2021-05-10. Retrieved 2021-05-10.
  18. "LAYERING LIP BAR". LANEIGE. Archived from the original on 2021-05-10. Retrieved 2021-05-10.
  19. Kang Tae-hee (December 27, 2017). "라네즈, 브랜드 모델로 배우 김유정 발탁" [Laneige selects actress Kim Yoo-jung as brand model]. Global Economic Daily (in Korean). Archived from the original on February 16, 2022. Retrieved February 17, 2022.
  20. "Ji-hyun Jeon signed a contract as an exclusive model for Laneige". en.amorepacific.com. 3 March 2004. Archived from the original on 2014-03-02. Retrieved 2014-02-25.
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