Inside Laneige’s food- and beverage-based ‘sensorial marketing’ strategy

It started small in 2023, when Laneige, the Korean skin-care brand owned by Amorepacific, hosted an influencer-only “Cream Skin Café” at Los Angeles’s Carrera Café, in tandem with the launch of its Cream Skin Toner. But, since then, food and beverage-based activations — open not just to influencers, but also to the brand’s community — have become a cornerstone for the brand.

“By engaging all five senses with visual storytelling, packaging, texture, color and taste, brands can create a deeper connection [between consumers and] the products,” said Michelle Kwak, the brand’s director of integrated communications.

Tying product launches to specialty food and beverage items has become commonplace now, thanks to the runaway success of things like Hailey Bieber’s Erewhon smoothie. For its part, Bubble teamed with Juice Press when it introduced its first lip balms. For many brands, the strategy is a one-off, but for Laneige, it’s a foundational practice.

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