Skincare brand Laneige (Amorepacific Group) has launched a series of eight videos called Luminous Beauty dedicated to water and what the brand calls its expertise in hydration. Laneige Division senior vice president Hyejin Lee said the videos are geared towards delivering the identity and story of the Laneige brand to millennial shoppers around the world.
Laneige partnered with artist duo Sagmeister & Walsh to create the series.
The videos are currently being posted sequentially on Instagram channels in Asia, TikTok in China, in addition to its Facebook and YouTube channels in the ASEAN region. In North America and Australia, the videos will launch in August on the brand’s Instagram and website.
Later this year, Laneige will launch an immersive exhibition, Life Oasis in South Korea, aimed at offering customers a sensorial experience of its Luminous Beauty concept.