Laneige launches new concept store at ION Orchard

SINGAPORE - South Korean skincare brand Laneige opened its new concept store in ION Orchard yesterday. It not only comes with a brand new look but exclusive Laneige products that cannot be found anywhere else in the world.

The exclusive products that can be found only in Singapore include the G5 product range, comprising the brand’s Water Science Mist, which come in seven variations; various types of sleeping balls, which serve as a mask for different parts of the body; and lip cards that come in 20 different shades.

“I’m proud to say we are the only shop selling in the world,” said Laneige’s brand general manager Doreen Chia. “Because these are exclusive only to the G5 concept boutiques, and we are the first and currently, the only one.”

Laneige, which opened its first store here in 2012, now has nine stores in Singapore, but the company said the ION Orchard store - its flagship outlet - boasts a one-of-a-kind store design that no other Laneige stores have in the world. Termed as “water meets light”, the design infuses elements of water, light, and blue and pink colours; and its design is “very edgy, sophisticated, modern and sparkling”, in line with the brand’s beauty concept and vision, said Chia.

Laneige is known for its emphasis on the power of water for revitalising and nourishing the skin.

The store is also divided into several zones, such as the best sellers zone; a signature products zone for its Water Bank range; a homme zone and a make-up zone. For a more personalised touch, the store also has a consultation room where beauty advisors can do an analysis on the customers’ skin condition and advise them on the appropriate products to use.