- A Special Encounter Between Laneige & Hello Kitty to Beat the Summer Heat

Global beauty brand Laneige, known for its innovative skincare experiences, is releasing a limited edition product in collaboration with Hello Kitty. To commemorate Hello Kitty's 50th anniversary, Laneige is introducing a fresh take on their bestselling Water Bank Gel Cream through this collaboration.

The collaboration, themed ‘Hello Kitty! Hello Summer! The Coolest Summer with Water Bank!’, will be rolled out as a global campaign across various markets including Korea, Hong Kong, Singapore, Malaysia, Vietnam, Thailand, Indonesia, and the Philippines. Through this partnership, Laneige aims to offer customers worldwide a cool summer free from skin concerns, alongside Hello Kitty.

The Laneige X Hello Kitty Water Bank Gel Cream edition is designed with summer vibes in mind. The Water Bank Gel Cream packaging features Hello Kitty adorned with a tropical flower, and purchasers will receive an additional Hello Kitty keyring depicting the character in swimwear with a surfboard. The Hello Kitty keyring can be attached to the product lid for decorative purposes or used separately with the provided detachable keyring. Laneige anticipates that this design, which capitalizes on Hello Kitty's cute characteristics, will appeal specifically to Gen Z consumers.

This limited edition collaborative product will be available starting today (June 24th) through the Musinsa online store. Subsequently, it will be accessible via Olive Young and various e-commerce channels. The product will also be launched sequentially in global markets: Hong Kong in June, Singapore, Malaysia, and Thailand in July, and Vietnam, Indonesia, and the Philippines in September. To celebrate the launch of this collaboration edition, special promotional events are planned, including giveaways of Hello Kitty pouches and picnic mats. Video reels and a diverse range of content related to the Laneige X Hello Kitty Water Bank Gel Cream edition can be found on Laneige's official social media accounts.

The Laneige Water Bank Blue Hyaluronic Cream has been a bestseller for the brand since its launch in 2002, recording cumulative sales of 18 million units both at home and abroad. In January this year, Laneige released three updated Water Bank products, which have been warmly received in the global market for their ability to enhance the skin barrier function tailored to various skin types and concerns. The Water Bank Gel Cream in especially popular during the sweltering summer season for its immediate -6.3°C skin cooling effect and its ability to balance oil and moisture. With this summer collaboration edition, Laneige is excited to offer global customers an even more delightful product experience.