Strengthen LANEIGE’s brand identity and propose local marketing initiatives that encourage organic conversations and engagement around the brand and its products through social communities. #Brand Relevance #Community Growth #BuildTrust

Key Brand Challenges:

• Need to establish differentiated brand communication for LANEIGE amid the rise of K-indie beauty brands globally and locally

• Intensifying competition in the lip category (Global: Rhode / Local: rom&nd)

• Need to build new touch points and foster community engagement with younger consumers in the Korean market