Korean beauty brand Laneige opens first Beijing store

By

Benjamin Fitzgerald

Published
May 11, 2017

Korean cosmetics brand Laneige has opened its first standalone concept flagship store in Beijing.

Covering 139 square metres, the new Laneige store is located in Beijing’s apm mall. Inside, the outfit boasts a beauty class area and activities section reserved for brand introductions, new product releases and makeup tutorials for customers. In the same area, Laneige VIP customers ate invited to undertake afternoon tea for a personalised shopping session and meet-and-greet.
 
As for the store design, the aesthetic is youthy and modern and hosts a colour palette of blue and pink to highlight Laneige’s two main lines: blue for skincare and pink for makeup and cosmetics. Geometric shapes and spotlight lighting add to the Korean brand’s modernity in China.

The Beijing apm flagship store will also sell exclusive limited-edition products, which are only available in flagship stores. The items will have unique package designs to appeal to high-end consumers who visit Beijing apm.
 
Beijing apm is a landmark mall located in the heart of Wangfujing Street in Beijing. In 2008, the shopping mall underwent a renovation and brought in the night shopping concept, which redefined its target market as trendy, young people aged from 18 to 35.
 
Beijing apm offers a wide selection of stores such as Gap, Zara, C&A, Uniqlo, Longchamp and Sephora, as well as the three-storey Nike Asia flagship store, Nike Beijing. 
 
The Laneige China store opening follows the skincare brand's foray into the US market in April with the launch of a US-dedicated e-commerce and a release of its products on Sephora.com -- slated for June 2017. Owned by AmorePacific group, Laneige products are formulated in the  AmorePacific R&D facility, which is one of the largest beauty labs in Asia.