Please introduce yourself.
Hello, I joined Amorepacific on February 1st, 2023, and currently oversee global marketing at Laneige. As a beauty marketer with 23 years of experience, I started my career at LVMH and built most of my experience in the global, especially North American, beauty industry. During my time in the United States, I was greatly attracted to the identity and endless growth potential of the Laneige brand, so I decided to join Amorepacific. Of course, a desire to contribute to a Korean company like Amorepacific in creating global beauty brands was also a significant factor in my decision.

Laneige recently underwent a brand renewal. Please tell us about the background and the changes.
The way I see Laneige, is a brand not confined by a specific category, but rather like a curious child. It starts from pure curiosity, sparking questions such as ‘Could we make gradation easier?’ or ‘What if we combine these two?’ This curiosity, I believe is the essence and driving force of the Laneige brand.
This rebranding slogan was set as ‘OPEN TO WONDER’. It means that customers can have an amazing experience as they use Laneige products, and also signifies that Laneige will always have an endless curiosity towards beauty, creating better solutions with an open mind.
As Laneige has rapidly grown in the global market over the past few years, regional variations in the brand image have emerged. Different regions had different images of the brand and preferred products. Since the overall message and tone & mood of the brand were communicated differently by region, it caused some confusion for global customers in understanding the brand. Therefore, it was crucial to balance the rebranding strategy so that in newly established markets such as North America and Europe, customers are retained amidst the sudden changes of the brand, while regions like Asia where customers expect to see Laneige’s new image, it was essential to bring freshness while maintaining the brand’s core, especially focusing on flagship products that carry the brand’s core in the process of building a solid image of ‘A brand with expansion potential’.

Tell us about Laneige’s new campaign and meeting with the new ambassadors.
Laneige’s new campaign delivers messages of ‘Slow Aging’, which holds its interest levels throughout the global customer targets, along with ‘Bouncy & Firm’, and aims to refresh existing engine products like Water Bank without losing the brand’s DNA to maximize customer acceptance.
With Laneige’s declaration of becoming a ‘brand encompassing the world’, the main model of the brand has also changed. We have selected Sydney Sweeny as the global ambassador, and plan to carry out activities to promote the brand and products more effectively in markets worldwide.

Tell us about your vision and plans for the future.
I believe Laneige’s rebranding is not just about ending with the launch of Bouncy & firm in 2024, but as an ongoing process of constantly revising and creating all the stories and history Laneige makes from a global perspective. Laneige’s rebranding is not so much about completely recreating the brand, but rather as a strategically moving trajectory of a cosmic planet. Even though it may seem like its course has shifted slightly, I expect that it will pick up speed in the long run and bring about significant changes when it moves.