Laneige
Owned by Amorepacific, my high-level consultancy work entailed auditing brand positioning for the US and global markets, translating complex research into innovative storytelling. I collaborated with both the NYC and Seoul-based teams to develop a refreshed brand story for the site and marketing materials that were rooted in decades of skincare research.
In addition, I prepared a new copy strategy across the brand which included a copy tone & voice guide for company-wide reference and defined point of differentiation for upcoming product innovation and retail merchandising,
SCOPE OF WORK
Brand Strategy
Positioning Campaign Development
Tone of Voice
Storytelling
Refresh Brand Story
Product Architecture
Water Bank
barrier-boosting skincare
Strengthen elasticity & fortify skin’s barrier with:
Blue Hyaluronic Acid. Omega Peptide Complex. Purified Cica. Squalane.
Refreshed this existing franchise with the launch of the ‘Intensive’ addition. With barrier repair infiltrating the beauty space, this moisturizer was formulated for dry skin with a compromised barrier and allowed for an all-encompassing moisturizer collection that spoke to all skin types.
I created the campaign tagline and copy which thread through ecomm/crm/ social/paid, wrote packaging copy, and wrote all retail signage and shelf-strip copy for Sephora.
Story Page
Three levels of clinically proven hydration for every skin type.
Packaging
Campaign launch featuring Sydney Sweeney
Sephora Window Signage + Fixture
Pop Up Activation in NYC
Bouncy & Firm Collection.
Sleeping Mask
Eye Sleeping Mask
Launch featuring Sydney Sweeney
Deliverables
Product Architecture and Concepting alongside Seoul-based HQ team I Collection Naming + Individual Product Naming Created benefit keyword taglines for each product along with ‘what it is’ copy on back of pack I Mechanical Proofing and Approvals.
Packaging
Lip Treatment
Collection PDP Block
Launch Post with BTS of Campaign Shoot
2024 Sephora Fixture
Concepted & Executed strategic copy framework
Audited brand positioning for the US and Global markets in collaboration with Korean HQ team, translating complex research into more innovative storytelling based on National 2023 fixtures for a 2024 refresh, which included all shelf strip copy and signage.
ABOUT LANEIGE
ABOUT LANEIGE
A Refresh: About Us Page
An integral part of creating a stronger brand identity, I reimagined the brand story from scratch. I collaborated with the Korean HQ team to brainstorm brand pillars and deliver storytelling that aligned with the direction the organization was going in and provided a framework of ownership to speak to the decades of science and innovation that Laneige has developed as well as how the brand has evolved.