Korean beauty brand Laneige is seeing 10-15% YOY growth in India: Mini Sood Banerjee

Korean beauty brands, with the promise of glass-like smooth, shiny skin, are making deep inroads into the Indian market in recent times. One such brand that has been capturing the attention of beauty enthusiasts across India is Laneige. The well-known South Korean skincare brand was launched by Amore Pacific in 1994 and entered the Indian market in 2018.

Specialising in the science of moisture, Laneige has pioneered the field of top-rated Korean skincare. Their unique approach revolves around exclusive water-based ingredients that yield swift and remarkable results.

Laneige boasts of an extensive product line-up, meticulously developed to address various skin concerns stemming from the stresses of contemporary life and exposure to environmental hazards.

In conversation with Adgully, Mini Sood Banerjee, Assistant Director & Head of Marketing and Training, Amore Pacific Group, speaks at length about the key factors that set Laneige apart in the competitive beauty market, expansion plans for both retail and e-commerce channels in India, how is Laneige reaching its target audience in the Indian market, and much more.

Korean beauty brands are currently trending, and consumers are increasingly opting for such products. What sets your brand apart in this competitive market?  What are the key focus areas and priorities for your brand in the Indian market in 2023?

Laneige is a part of Korean beauty giant Amore Pacific in India. Being a Korean beauty brand, Laneige leverages the growing popularity of K-Beauty trends in India. Its proficiency in delivering effective hydration solutions is a standout feature, appealing greatly to Indian consumers who seek products to combat dryness and maintain a nourished skin barrier. Laneige actively involves itself with its customer base by forming strategic partnerships with well-known influencers and engaging in cross-brand collaborations to boost e-commerce platform sales. This proactive engagement aids in broadening the brand’s reach and maintaining relevance in the dynamic Indian market. Laneige demonstrates a dedicated effort in comprehending and meeting the distinct needs of Indian consumers. The brand consistently adjusts its product offerings and marketing strategies based on feedback from the market and evolving trends, showcasing a strong commitment to delivering customised solutions.

Do you have any upcoming innovative product launches in the pipeline?

In October, we are introducing the Laneige Cream Skin Refiner, specifically crafted to provide profound hydration and bolster the skin’s natural protective barrier. Furthermore, we’re excited to present a refill alternative for this product, showcasing our dedication to sustainability and reducing our ecological footprint. This initiative, promoting eco-conscious choices and reducing packaging waste, is in line with our mission to support a greener, more environmentally friendly approach.

Could you share your brand’s expansion plans for both retail and e-commerce channels in India?

Laneige made its debut in India exclusively through Nykaa in 2018. As we approach our 5th anniversary in November, we’ve been fostering relationships with various e-commerce platforms, including the recent collaboration with Tira, where we jointly launched a special goodie bag to mark the introduction of Kiara Advani, Suhana Khan, and Kareena Kapoor as brand ambassadors for Tira Beauty. Furthermore, we have exciting plans for retail expansion in the coming quarter, we will be partnering soon with other beauty retail giants in India. Also, we are extending our stores with Nykaa Luxe.

What are your insights into the expected growth and opportunities in the Indian beauty industry for the year 2023?

Laneige is seeing an upward trend for this year as well and we are quite happy with the same. Indian consumers love Laneige as a Korean beauty brand. GenZ and millennials love our lip sleeping mask, lip balms and other water bank products and swear by it. There is 10-15% YOY growth and is really encouraging for the team. We are excited about the festive season and are looking forward to the same.

Could you elaborate on the marketing strategies that your brand plans to implement to connect with Indian consumers effectively?

For Laneige, we do multiple influencer marketing campaigns, since it really does well for us. Also, we do brand collaborations and curate perfect gifting boxes, which really entices customers and other fans of Laneige.

We are very active on the digital front and our team is always doing some or the other online event or making some good and engaging content for our online users.

How has the brand leveraged social media and influencer marketing to engage with its target audience in the Indian market, and what impact has it had on brand awareness and sales?

Laneige India has strategically utilised social media and influencer marketing to establish strong connections with its target audience in the Indian market. Across platforms like Instagram, Facebook, and YouTube, Laneige India has curated captivating and visually appealing content that deeply resonates with its audience.

Additionally, Laneige India has an established affiliate marketing program with influencers, conducting monthly activities. Actively collaborating with influencers for various e-commerce channel partners such as Nykaa Pink Friday sale, Amazon Prime Day sale, and Myntra sale, the brand tailors its influencer selection based on the platform and niche. For example, influencers with a significant and diverse audience are engaged for Amazon Prime Day sale, while those with a more luxurious following are targeted for Nykaa Sale.

As part of collaborations, Laneige India often provides influencers with a PR box containing Laneige products. Moreover, strategic collaborations with other brands are also pursued. For instance, a recent collaboration with House of Candy was established for the launch of Laneige Lip Sleeping Mask in flavours like Gummy Bear and Sweet Candy.

These dynamic strategies showcase Laneige India’s commitment to leveraging social media and influencer partnerships effectively, further enhancing brand visibility and engagement in the Indian market.