Korean beauty manufacturers, with the promise of glass-like clean, shiny pores and skin, are making deep inroads into the Indian market in current occasions. One such brand that has been capturing the eye of beauty lovers throughout 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 sphere of top-rated Korean skincare. Their distinctive strategy revolves round unique water-based components that yield swift and noteworthy outcomes.
Laneige boasts of an intensive product line-up, meticulously developed to handle numerous pores and skin issues stemming from the stresses of up to date life and publicity to environmental hazards.
In dialog with Adgully, Mini Sood Banerjee, Assistant Director & Head of Marketing and Training, Amore Pacific Group, speaks at size about the important thing elements that set Laneige aside in the aggressive beauty market, enlargement plans for each retail and e-commerce channels in India, how is Laneige reaching its target market in the Indian market, and rather more.
Korean beauty manufacturers are at present trending, and customers are more and more choosing such merchandise. What units your brand aside in this aggressive market? What are the important thing focus areas and priorities to your brand in the Indian market in 2023?
Laneige is part of Korean beauty large Amore Pacific in India. Being a Korean beauty brand, Laneige leverages the rising reputation of Ok-Beauty traits in India. Its proficiency in delivering efficient hydration options is a standout characteristic, interesting vastly to Indian customers who search merchandise to fight dryness and preserve a nourished pores and skin barrier. Laneige actively includes itself with its buyer base by forming strategic partnerships with well-known influencers and fascinating in cross-brand collaborations to spice up e-commerce platform gross sales. This proactive engagement aids in broadening the brand’s attain and sustaining relevance in the dynamic Indian market. Laneige demonstrates a devoted effort in comprehending and assembly the distinct wants of Indian customers. The brand constantly adjusts its product choices and advertising and marketing methods primarily based on suggestions from the market and evolving traits, showcasing a powerful dedication to delivering customised options.
Do you could have any upcoming revolutionary product launches in the pipeline?
In October, we’re introducing the Laneige Cream Skin Refiner, particularly crafted to offer profound hydration and bolster the pores and skin’s pure protecting barrier. Furthermore, we’re excited to current a refill different for this product, showcasing our dedication to sustainability and decreasing our ecological footprint. This initiative, selling eco-conscious selections and decreasing packaging waste, is in line with our mission to help a greener, extra environmentally pleasant strategy.
Could you share your brand’s enlargement plans for each retail and e-commerce channels in India?
Laneige made its debut in India completely by way of Nykaa in 2018. As we strategy our fifth anniversary in November, we’ve been fostering relationships with numerous e-commerce platforms, together with the current collaboration with Tira, the place we collectively launched a particular goodie bag to mark the introduction of Kiara Advani, Suhana Khan, and Kareena Kapoor as brand ambassadors for Tira Beauty. Furthermore, we’ve got thrilling plans for retail enlargement in the approaching quarter, we will probably be partnering quickly with different beauty retail giants in India. Also, we’re extending our shops with Nykaa Luxe.
What are your insights into the anticipated growth and alternatives in the Indian beauty trade for the 12 months 2023?
Laneige is seeing an upward pattern for this 12 months as effectively and we’re fairly proud of the identical. Indian customers love Laneige as a Korean beauty brand. GenZ and millennials love our lip sleeping masks, lip balms and different water financial institution merchandise and swear by it. There is 10-15% YOY growth and is actually encouraging for the group. We are excited in regards to the festive season and are wanting ahead to the identical.
Could you elaborate on the advertising and marketing methods that your brand plans to implement to attach with Indian customers successfully?
For Laneige, we do a number of influencer advertising and marketing campaigns, because it actually does effectively for us. Also, we do brand collaborations and curate good gifting bins, which actually entices clients and different followers of Laneige.
We are very energetic on the digital entrance and our group is all the time doing a little or the opposite on-line occasion or making some good and fascinating content material for our on-line customers.
How has the brand leveraged social media and influencer advertising and marketing to interact with its target market in the Indian market, and what impression has it had on brand consciousness and gross sales?
Laneige India has strategically utilised social media and influencer advertising and marketing to determine sturdy connections with its target market in the Indian market. Across platforms like Instagram, Facebook, and YouTube, Laneige India has curated fascinating and visually interesting content material that deeply resonates with its viewers.
Additionally, Laneige India has a longtime online marketing program with influencers, conducting month-to-month actions. Actively collaborating with influencers for numerous e-commerce channel companions resembling Nykaa Pink Friday sale, Amazon Prime Day sale, and Myntra sale, the brand tailors its influencer choice primarily based on the platform and area of interest. For instance, influencers with a big and various viewers are engaged for Amazon Prime Day sale, whereas these with a extra luxurious following are focused for Nykaa Sale.
As a part of collaborations, Laneige India usually supplies influencers with a PR field containing Laneige merchandise. Moreover, strategic collaborations with different manufacturers are additionally pursued. For occasion, a current 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 methods showcase Laneige India’s dedication to leveraging social media and influencer partnerships successfully, additional enhancing brand visibility and engagement in the Indian market.
https://www.adgully.com/korean-beauty-brand-laneige-is-seeing-10-15-yoy-growth-in-india-mini-sood-banerjee-138021.html
