This month (July), LANEIGE began Beauty Road with BB Cushion, a global project promoting K-beauty around the world. The project is being carried out in 7 cities around 4 countries in a relay that starts in Thailand and moves through Singapore, Malaysia (Kuala Lumpur) and China (Beijing, Xian, Chengdu and Shanghai). Customers can experience LANEIGE BB Cushion firsthand or through the hands of makeup artists at an event zone specially prepared in mainstream shopping malls in each city, as well as being able to take part in various programs and giveaway events.

In Thailand, Singapore and Malaysia, a LANEIGE pop-up store opened four days before the event and enjoyed a surge of tremendous customer support. In fact, more than 4,000 customers came to the one-off store in EmQuartier in Bangkok. The pop-up store was swarming with reporters from 150 renowned magazines and press outlets, demonstrating the tremendous popularity of LANEIGE with local customers.

Just as Asian goods were transported to customers around the world along the Silk Road in ancient times, we hope that LANEIGE BB Cushion can likewise go global through the Beauty Road to become a product synonymous with the beauty of Korea as well as Asia.