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K-beauty brand Laneige bets on experiential retail with a mix-and-match lip mask station

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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.

The company, which is sold on its direct website and via retailers like Sephora and Amazon, is bringing a new retail concept to the U.S. for the first time this week. The activation, held at Laneige’s permanent location at the Grove in Los Angeles, allows customers to mix and match their favorite flavors of Laneige’s best-selling Lip Sleeping Mask to create a custom product. Laneige first brought the concept to its flagship store in Seoul this summer.

Laneige is focusing more on physical retail and pop-ups as it looks to introduce its products to more consumers, grow global reach and educate people about its skin-care technology. This summer, it reopened its Seoul store after an 18-month renovation, with dedicated made-for-you beauty services. In August, it partnered with Sephora on a Wonder Lab activation around its hydration products. Laneige brought the experience to seven U.S. cities, timed to tentpole moments. For example, it stopped in Chicago during Lollapalooza and New York City during the U.S. Open.

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