Business Intelligence on Retailing, Franchising, and Consumerism in China

Laneige Opens First Brand Image Flagship Store In Beijing

Cosmetics brand Laneige opened its first brand image concept flagship store at Beijing apm.

With an area of 139 square meters, Laneige's new flagship store at apm features the design elements of water and light and the base tone of its overall internal design is blue and pink, which highlights the two product lines of Laneige. Blue represents skin care and it emphasizes water technologies; while pink represents the company's makeup products series.

In addition, the store uses popular geometric line elements and spotlights in the display area, aiming to attract young customers.

There is an exclusive beauty class area in the store and it will hold regular activities for members of Laneige, including brand introductions, new product launches, and popular makeup tutorials. In this area, Laneige will also provide afternoon tea appointment services to VIP customers.

Moreover, the Beijing apm Laneige flagship store will provide exclusive limited products which are only available in flagship stores. Those products will have unique package designs to provide a unique buying component for high-end consumers.

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