LANEIGE and innisfree participated in Sephora’s second annual SEPHORiA House of Beauty event that took place in Los Angeles on September 6, 7 and 8. The event featured interactive and exclusive activations for consumers, press and influencers from 35 top and new brands that were hand-picked by Sephora. Located in the Lip Lounge and Garden areas, respectively, LANEIGE and innisfree were the only two skincare brands representing the K-Beauty category.

Based on popularity of LANEIGE Lip Sleeping Mask – one is sold every minute – the brand offered SEPHORiA attendees an exclusive opportunity to customize their Lip Sleeping Mask by picking a flavor, a color of the lid and a sticker to decorate the jar. In addition to the three flavors currently available at Sephora, LANEIGE introduced the Grapefruit flavor and two limited-edition flavors only available at the event – Mint Choco and Sweet Candy. The booth featured a holographic wall, neon signs and life-size jars of Lip Sleeping Masks, allowing for multiple Instagrammable moments.

With celebrating the launch at Sephora, innisfree created an immersive activation that invited clients to touch and feel product while they experienced the natural beauty of Jeju Island. The booth featured a life size ‘hydration station’ bottle of innisfree's best seller, Green Tea Seed Serum that dispensed product for consumers to try. This allowed the brand to speak with the consumers about the key messaging of the brand including the recyclable packaging, Jeju Island, and the green tea fields. The biggest social moment was a green vespa clients could "ride", positioned in front of a plant wall. An education table also allowed consumers to learn more about our top selling green tea products from members of the innisfree marketing team.

In addition to booth activations, APUS collaborated with Global PR team from Global Headquarter on sponsored content from three leading beauty influencers - @joankeem, @ayshaharun and @vintagedolls. They created and posted dedicated Instagram Stories from LANEIGE and innisfree booths during the event, driving more attention to the brands from their followers, and will be sharing more photo/video content in the coming days.

Both brands look forward to participating in SEPHORiA House of Beauty in 2020 and building even stronger and more successful partnership with Sephora.