Laneige is expanding its bespoke lip mask service to Amazon in the US after the success of the K-beauty brand’s customisation station at its new flagship store in Korea.
Laneige Seoul’s Lip Sleeping Mask experience takes inspiration from an ice cream counter and lets visitors customise their own version of the brand's iconic lip mask.
Now the service will be available online via Amazon in the US, offering consumers five flavours to choose from.
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These include Blue Cream Soda, Sweet Candy, Orange, Lemon, and the shimmer shade Champagne.
Shoppers can pick two flavours via a dedicated landing page on Amazon.com, with up to ten possible combinations.
They will then be able to watch their custom swirl be created via an immersive digital experience, before it is added to their basket for checkout.
“The response to the customisation experience at our flagship store in Seoul made it clear that consumers are looking for more than just effective products,” Allison Pollack, VP marketing at Laneige, told Cosmetics Business.
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