Amorepacific's Laneige is expanding its global business by entering the UK and Middle East markets. The brand officially entered SPACE NK, a British luxury beauty multi-shop, last month.
SPACE NK is a distributor of luxury skincare, makeup, perfume, and hair care products, and operates 72 stores in the UK and Ireland. The company selects and introduces multinational beauty brands and provides customized customer service through store staff with excellent counseling.
Korean beauty products are gaining popularity in the UK, and Laneige was able to confirm local customers' interest by entering British beauty e-commerce platforms such as Cult Beauty, LOOK FANTASTIC, and Beauty Bay before officially entering the market.
With the advancement of SPACE NK, Laneige plans to expand customer contact points in the UK market, focusing on its global representative products, the "Lip Sleeping Mask" and "Water Bank Cream."
The Laneige brand space will operate exclusively at SPACE NK stores (KINGS CROSS & WESTFIELD) in central London, England, for the month of May. Laneige plans to increase brand awareness locally through content related to brand ambassador Sydney Sweeney.
In addition to entering the UK market, Laneige also made its first foray into the Middle East market last month through a partnership with Sephora, the number one local beauty store.
Laneige flagship products are being introduced at Sephora stores in the UAE and four other GCC member states (Saudi Arabia, Kuwait, Qatar, Bahrain). The Sephora store in Dubai Mall, UAE, plans to raise brand awareness by unveiling the launched product through a large electronic signboard in May.
Meanwhile, as of March this year, Laneige is present in 1,370 Sephora stores in 18 countries, including the US, Canada, Australia, and Europe.
