Unlocking Laneige’s Sensory Marketing Secrets: How Food and Beverage Enhance Brand Experience

In 2023, Laneige, the popular Korean skin-care brand, kicked off an exciting trend with its “Cream Skin Café” event in Los Angeles. This influencer-only event celebrated the launch of its Cream Skin Toner. Fast forward to today, and collaborations with food and drink brands have become a central part of Laneige’s marketing strategy, reaching beyond influencers to embrace its wider community.

Michelle Kwak, Laneige’s director of integrated communications, believes engaging all five senses can forge a strong connection between consumers and products. This approach is key to their branding. Laneige links product launches with unique food items, a strategy that has emerged as hugely successful. For example, Hailey Bieber’s smoothie at Erewhon sparked a trend that many brands have followed.

Laneige has collaborated with local food brands like Dough Donuts and La La Land Kind Cafe to create delightful products that match existing flavors in their lines. Their lip products, especially, stand out: the brand boasts three hit items—Lip Sleeping Mask ($24), Lip Glowy Balm ($19), and the new Glaze Craze Tinted Lip Serum ($22). Reports indicate that Laneige has been the top-selling lip treatment brand in the U.S. for two consecutive years, with one of their best-selling items flying off the shelves every two seconds!

Kwak shared that Laneige has become known for its innovative sensor marketing, with limited-edition flavors selling out every year. Some past favorites include Cotton Candy and Pink Lemonade. Their latest collaboration with Boba Guys introduced lip products inspired by bubble tea flavors like Matcha and Taro, creating a buzz among fans. During the promotion, the first 25 attendees of a special event received free full-size products, generating excitement around the brand.

Bin Chin, co-founder of Boba Guys, noted the surprising synergy between beauty and bubble tea. Both seem to brighten people’s days and foster connections. Fans embraced the collaboration, leading to lines wrapping around blocks in New York City, with over 600 drinks sold the day the promotion launched.

Laneige’s partnerships extend beyond lip products. For instance, their March collaboration with La La Land featured a Cherry Collagen Latte tied to the launch of the Bouncy & Firm Radiance Boosting Serum ($45). Attendees at their events enjoyed complimentary products, boosting engagement and excitement around the brand.

The gifting of full-size products is part of a strategy to build anticipation and turnout, according to Kwak. Community events have drawn enormous interest; a recent Pilates class had an 800-person waitlist. Moreover, celebrity ambassador Sydney Sweeney attended a VIP launch event that was packed with influencers and industry stars.

When Laneige launched Glaze Craze in February, they focused on its unique applicator tip, collaborating with Dough Donuts to create exclusive flavor-based donuts. Influencer Golloria George helped kick off the launch events at NYC’s Empire Diner, attracting lots of attention. Their collaboration donuts came with incentives, as the first to purchase received free lip serums.

Laneige’s success is reflected not only in sales but also in digital engagement. With 1.3 million followers on Instagram and nearly 1 million on TikTok, they are reaching an audience eager for both products and experiences. From April 25 to May 2, they partnered with Sidecar Doughnuts to celebrate the Strawberry Sprinkles flavor, further intertwining their beauty products with popular local treats.

Kwak highlighted the importance of various metrics, including foot traffic, engagement rates, and social media interactions. Understanding these metrics is crucial to navigating the success of their food collaborations, which serve to strengthen the brand’s connection with its customers.

Source link