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 "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
Products	Skincare
Parent	Amore Pacific
Website	www.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]

Spokespersons and models

• Kim Seokjin (2024–present)^{[15][circular reference]}
• Sydney Sweeney (2024–present)^[16][17]
• Kim Yoo Jung (2017–present)^[18]
• Lee Sung-kyung (2015–present)
• Song Hye-kyo (2008–2018)^[19][3]
• Jun Ji-hyun (2004–2008)
• Lee Na-young (1999–2004)
• Sin Ju-ri (1997–1999)
• Kim Ji-ho (1995–1997)