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 entitled UV Green.[5] Under the campaign "Laneige Protects Women", emphasizing 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 notably 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 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]

Spokespersons and models

References
  1. Amore Pacific
  2. "LANEIGE | LUMINOUS BEAUTY". LANEIGE.
  3. "라네즈 l LUMINOUS BEAUTY". LANEIGE.
  4. "Amorepacific Launches LANEIGE in Europe". TASS. Retrieved 2019-12-01.
  5. happist (2009-04-23). "[펌글]이 광고의 성공전략 | 태평양 라네즈 광고 캠페인". 꿈꾸는섬 (in Korean). Retrieved 2019-12-01.
  6. "History".
  7. "Amore Pacific 2002 Annual Report" (PDF).
  8. "Amore Pacific ramps up Asian focus as duty free business expands". The Moodie Davitt Report. January 17, 2012.
  9. http://en.amorepacific.com/about/about_brand_news_list.jsp?curPage=11&#37
  10. LANEIGE. "LANEIGE Reinforces Its Authority in Sleeping Beauty". www.prnewswire.com. Retrieved 2019-12-01.
  11. Herald, The Korea (2017-09-19). "Laneige enters US Sephora". www.koreaherald.com. 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. Retrieved 2019-12-01.
  13. "Laneige undergoes brand renewal". koreatimes. 2019-05-31. Retrieved 2019-12-01.
  14. "Amorepacific, Sephora partner to launch Laneige brand in Europe". Verdict Cosmetics. 2019-04-08. Retrieved 2019-12-01.
  15. "Ji-hyun Jeon signed a contract as an exclusive model for Laneige". en.amorepacific.com. 3 March 2004. Retrieved 2014-02-25.
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