Korean Cosmetic Brand LANEIGE Settles down in Chinese Short Video Platform Kwai

LANEIGE, a Korean well-known brand from Amore Pacific, entered the Chinese short video e-commerce Kwai for getting closer to the most potential consumers in China and providing richer content, better quality products, and more intimate services to Kwai’s users.

On May 3, the Chinese short video e-commerce platform Kwai posted on its official social media platform Weibo, saying that the internationally renowned brand LANEIGE had recently announced its presence in Kwai’s e-commerce, which becomes another internationally renowned beauty brand introduced since Kwai’s e-commerce “big branding” strategy. On April 30, the official flagship store of LANEIGE in Kwai launched an interactive live broadcast with the official account of Racer e-commerce, which has 200 million followers. According to LANEIGE, its official flagship store will be live-streamed from 17:30 to 23:00 every day regularly.

As a young high-end high efficacy beauty brand, since its inception in 1994, LANEIGE has continued to explore and research for 28 years to reveal the ability of hydration efficacy. In 2002, LANEIGE entered the Chinese market. It strove to introduce beauty industry innovation products such as water sleeping mask, Skin Veil Base, Blemish Balm Air Cushion, Lip Mask, and Layering Lip Bar, which are all-star products loved by young Chinese women. In recent years, LANEIGE has also successfully launched Perfect Renew Youth Regenerator, Youth Retinol Eye Cream, Radian-C Cream, Water Bank Blue Hyaluronic Cream, and other efficacy products, which are recognized and sought after by consumers for their advanced technology and excellent ingredients in the industry.

This time, LANEIGE is involved in the Kwai platform. LANEIGE expressed its hope to get closer to the most potential consumers in China and provide richer content, better quality products, and more intimate services to Kwai’s users.

In recent years, Korean makeup has reached a crossroads in the Chinese market with news of store closures and withdrawals of low- and mid-range brands. And in 2021, two high-end brands, Sulwhasoo and Whoo, seized the live e-commerce bonus to soar and maintain a good performance.

According to the data, fast Top10 hot skincare brands are mainly composed of Chinese well-known, international brands (South Korea), and other Chinese brands. In the top ten, Whoo and Sulwhasoo were ranked second and seventh becoming the only two international big brands. From the category, skin care compared to makeup has tended to be white-hot competition which shows a lot of potentials.

It is worth noting that both LANEIGE and Sulwhasoo are from the Korean Amore Pacific Group.

Recently, the Amore Pacific Group also released its first quarter 2022 financial results, with Luxury Business, where Sulwhasoo is located, down 15% year-on-year, with revenue of $310 million. The decline was partly due to the resurgence of COVID-19 which inhibit the growth of travel retail. In this segment, Sulwhasoo accounted for 35% of revenue. Domestic Business, which included LANEIGE, declined 3% year-on-year to $150 million, but online sales grew by double digit and continued strong growth.

In 2002, LANEIGE launched the first generation of water sleeping masks which brought the concept of “sleeping after applying” to the Chinese mask market and created a new category. In 2005, the sleeping mask was updated to the second generation, adding a moisturizing effect to the original one. In 2009, the sleeping mask was updated to the third generation focusing on the “moisturizing + whitening + sleeping” effect. In 2015, the LANEIGE sleeping mask was upgraded to the fourth generation adding skin purifying technology. In 2015, the LANEIGE sleeping mask was upgraded to the fourth generation with the addition of skin purifying technology and aromatic technology for restful sleep.

In 2021, LANEIGE innovatively launched the fifth generation of functional “probiotic blue jar mask” adding probiotic lactic acid bacteria essence to the sleeping mask for the first time. It led to the new concept of night skin micro-ecological repair. Once the mask was launched, it received a lot of positive feedback from the Chinese social platform Weibo, Xiaohongshu, and others

“In the following 8 years, LANEIGE Air Cushion has undergone 5 innovative upgrades, and the feedback from Chinese consumers has become an important reference when updating the product.” Gao Xiangqin, president of Amore Pacific China, said at the 4th China International Import Expo.

Since entering the Chinese market in 1992, Korean cosmetics giant Amore Pacific has been rooted in China for nearly 30 years, and there have been silences and peaks along the way. Now, as competition intensifies and the Korean makeup landscape changes in China, Amore Pacific is keeping pace with changes in the Chinese beauty market, adjusting its pace and ushering in growth in the new quarterly earnings report.

“Amore Pacific has been paying attention to the changing consumer habits and attaches great importance to the China market. To respond to consumer demand, the company has promptly adjusted its brand positioning, laid out a differentiated and competitive brand camp, and launched several new products one after another.”Mr. Gao Xiangqin said.

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