LANEIGE BB Cushion Beauty Road for spreading K-beauty around the world has arrived in China on September 4 following three other Asian countries.

In July 2015, LANEIGE began its first global project starring its No.1 global best-selling item BB Cushion under the title of ‘LANEIGE BB Cushion Beauty Road.’ Targeting 7 global cities in 4 countries, this project was successfully held in Bangkok, Thailand, Singapore and Kuala Lumpur, Malaysia and it finally arrived in China to tour throughout four major cities during September.

From September 4, LANEIGE BB Cushion Beauty Road continued for three days in Shanghai, China. Customers were able to experience BB Cushion firsthand at the Event Zone and took part in various programs including Gift Relay, a Makeup Show with models and a prize-giving event. This event particularly attracted much more interest and support thanks to Song Jae-rim, model for LANEIGE HOMME and the new face of LANEIGE, Lee Sung-kyung, who came and took part in the event. They became a focus of attention as they spread K-Beauty and held interviews with fans and media. 

LANEIGE said "Through various programs and events, visitors had firsthand experiences of BB Cushion and learned about insights and tips for K-beauty led by LANEIGE. We expect that Beauty Road will be successful in the other three cities around China and herald a great finale for its long journey.”

LANEIGE BB Cushion that is spreading around Asia through LANEIGE BB Cushion Beauty Road is a core product for K-beauty and the No.1 global best-selling item of its kind that is recognized for possessing the secret for the natural, clean and flawless skin of Korean women. LANEIGE BB Cushion is the one that brought this new innovative feature known as a ‘cushion pact’ into the global market for the first time. It transformed the whole makeup routine of women all around the world outside of just Asia and became the driving force behind K-Beauty craze. It was ranked No.1 in cushion pact sales in China and ASEAN regions, and its popularity was underscored through garnering 65 awards in 2013-2014 beauty awards that were held across Asia.

Meanwhile, LANEIGE BB Cushion Beauty Road was just held at Chengdu Jinniu Wanda Plaza, Chengdu from the 11 to 13th, and will continue at The Place, Beijing from 18 to 20th and at Xian Minle Park Wanda Plaza, from 25 to 27th.