Strategic Brand Growth

Project: AP’s LANEIGE brand, launched in 1994, is a global brand found in 500 department stores and free standing stores (FSS) across 13 countries. Euromonitor ranked LANEIGE as #12 among premium/luxury brands in the Asia Pacific region in 2012. As LANEIGE accelerated its global expansion, it faced the challenge of how to differentiate from competitive products. Given the growing interest among consumers in health, wellness, and sustainability, the company wanted the brand to develop a strategic growth plan that raised brand awareness by using sustainability as a differentiator that would go beyond greening and CSR. The SGE Immersion team developed a strategic growth plan for LANEIGE that would leverage sustainability as a driver of sales and maximize the brand’s identity of “Sparkling Beauty” while remaining consistent with AP’s core values, strategic direction, and principles of “Women, Culture.”