South Korean beauty brand Laneige has recently announced the appointment of its first Indian brand ambassador. Bollywood star Athiya Shetty is the new face of this brand in the Indian market.
Laneige is a South Korean cosmetic and skincare brand owned by Amore Pacific Corporation. It launched in India in 2018 in partnership with Nykaa. The brand recently appointed Athiya Shetty as its first-ever Indian brand ambassador.
Shetty will be promoting Laneige’s skincare range in the Indian market. This will include promotions of products like the Water Sleeping Mask, Lip Sleeping Mask, Water Bank collection, etc. Also, it will include several promotion of new launches and campaigns. Shetty says, “As a skincare enthusiast and lover of all things K-beauty, I couldn’t be more excited.”
Athiya Shetty’s Instagram and YouTube channel is a testament to her love for skincare. Often, one can see her indulging in skincare rituals and creating DIY recipes for an unmatched glow. Laneige considers Athiya the perfect choice for the role as she encompasses the brand’s core philosophy. The brand’s belief is ‘embracing inner beauty.’ Laneige believes beauty lies not just in one’s appearance but also their character and ability to change to the world.
Additionally, Athiya added in a statement, “I am thrilled to be partnering with Laneige, a brand that shares my passion for skincare and beauty. I have always been a fan of Laneige’s products that not only gives radiance on my skin but also confidence in my life and I am excited to work with them to bring their innovative solutions to consumers in India.”
Paul Lee, managing director and country head of AmorePacific Group India, said, “We welcome the vibrant and multi-talented actor as our first-ever brand face. We strongly believe and propagate that beauty is not just about appearance, it is equally about who we are and our ability to create change to make a better world. Shetty is a natural choice for our values of beauty.”
Mini Sood Banerjee, assistant director & head of marketing and Training AmorePacific Group further added, ”Athiya’s popularity and influence in the Indian market, coupled with her genuine connection with her fans and followers, make her the ideal choice to represent Laneige in India.” Mini further added saying, “With Athiya as our brand’s face, we hope to engage with a wider audience and empower more individuals to embrace their natural beauty. We will be launching exciting new campaigns that showcase our commitment to innovation and water science and we are confident that Athiya’s involvement will help us create a lasting impact in the Indian beauty industry.”
Laneige has mastered Water Science technology to address the concerns of different skin types. The brand calls itself “True Hydration Experts.” Besides, the K-beauty brand has spent over 25 years studying its trademarked Water Science. Water is a key ingredient in most of its products as it believes the secret to great skin is hydration. With this belief, Laneige has developed advanced water complexes that act as intelligent skincare solutions. Also, the brand offers a range of products in India for several concerns including dehydrated skin, enlarged pores, pigmentation, etc.
Meanwhile, Indian consumers have welcomed K-beauty with arms wide open. The scene has rapidly evolved from BB creams to sheet masks to a large selection of products. Consequently, the brand is confident that this association will help it increase its popularity in India, especially with younger consumers. The brand believes it has positioned itself for success and growth in India with this move.
Sally Lee, Brand General Manager of Laneige India said. “We at Laneige have a clear objective of increasing the brand’s presence and influence, which is a commitment that we take very seriously. In pursuit of this goal, association with Athiya Shetty is very valuable which can help us to achieve our objectives.” Lee further added, “We are eagerly looking forward to this collaboration, and we are confident that this partnership will lead to excellent results and are determined to put in the best effort to achieve great things together.”
Roping in Athiya will make it possible for Laneige to make beauty more inspiring, inclusive, empowering, and accessible to all.
Courtesy: Financial Express, Style Speak
Article by – Vidhi Arya