Laneige, a beauty brand developed by Amorepacific, said on the 5th it will unveil its first global flagship store, Laneige seoul, in Myeong-dong, Seoul.
Laneige is Amorepacific's flagship skincare brand and has built recognition in domestic and overseas markets by leveraging product competitiveness based on hydration research. Centered on key product lines such as Water Bank, Cream Skin, and Lip Sleeping Mask, it has expanded its global customer base, and recently it has been strengthening beauty-tech services that combine skin diagnosis with customized manufacturing technology.
Laneige seoul is a space created to let visitors experience Laneige's skincare research capabilities and advanced beauty technology, based on the brand philosophy "OPEN TO WONDER." It implements beauty science-based research and development achievements in an offline store.
Visitors can experience hyper-personalization beauty services throughout the store. Through this global flagship store, Laneige plans to offer a differentiated brand experience that goes beyond product sales by combining skincare technology with customer-tailored services.
The signature service, "Bespoke Lip Sleeping Mask Swirl," is operated in a space inspired by an ice cream bar. Customers can create their own Lip Sleeping Mask by directly combining various scents. The service uses a dedicated device that applies temperature control technology and nozzle engineering. Customers can choose their preferred options from up to 45 combinations to experience Laneige's global bestseller in a new way.
Bespoke Neo is a service that produces a personalized cushion based on Laneige's signature cushion product and 150 color data points. Through one-on-one color analysis for each customer, it identifies shades suited to the skin tone, and a manufacturing robot for which Amorepacific has applied for a patent completes the product on the spot in the store.
Bespoke Cream Skin uses AI-based skin analysis technology. After analyzing the condition of the customer's skin, it recommends an appropriate solution from among 25 combinations. On site, customers can experience a skincare product designed to fit their individual skin condition in about 20 minutes.
Choi Pil-gyeong, executive vice president of the Laneige unit at Amorepacific, said, "Laneige seoul is not just a store but a space that embodies Laneige's vision for the future of beauty, technology, and design," adding, "Every visit brings new discoveries, and you can find the one and only product made for each and every customer."