[Image] Main visual of LANEIGE HUG campaign (left) and LANEIGE #SAVE THE WATER Clean Travel Kit (right)

LANEIGE, a global beauty brand of Amorepacific, announced a new campaign, HUG for Universal Goodness, rooted in the company’s commitment to sustainability. HUG in the title represents its promise to embrace, or hug, the diverse beauty of customers around the world and sustainability for the environment.

As part of the HUG campaign, LANEIGE is running a #SAVE THE WATER challenge on its Instagram account (@laneige_kr) and brand website. This challenge encourages customers to post how they save water in their everyday life on social media and build a public consensus for environmental protection. Every customer that participates in the challenge can receive a #SAVE THE WATER Clean Travel Kit designed to cultivate good water-saving habits.

LANEIGE also signed a long-term partnership agreement with the WWF (World Wide Fund for Nature) Korea to adopt Cheongpodae Beach, Taeanhaean National Park. Together with WWF Korea, LANEIGE has investigated waste issues in the Cheongpodae Beach area and collected nearly 60 tons of waste last year, and hosted a plogging (jogging together with picking up waste) campaign in May 2022.

LANEIGE has continued its effort to save water that gets used throughout the lifecycle of product, and as a result of this effort, LANEIGE Water Sleeping Mask (2020), Water Bank Cream and Serum (2022) have been certified with a Water Footprint label by the Carbon Trust, a global sustainability consultancy headquartered in the UK. Over the past 10 years, LANEIGE has supported a variety of activities associated with drinking water quality improvement in water-scarce countries and water protection, and through this HUG campaign, it will fulfill its social responsibility for water resources, make further efforts for a sustainable environment and society, and embrace the diverse beauty of customers around the world.