THE TASK: Launch the third generation LANEIGE Perfect Renew Line for 10 Asian markets and reinforce LANEIGE’s position in the K-beauty category, specifically the early anti-aging category.
Touch PR & Events was put in charge of conceptualising, organising and managing the event at South Beach Hotel for 130 overseas and local media and influencers from 10 countries.
The day started with an insightful brand presentation about the third-generation Perfect Renew line by LANEIGE Senior Vice President followed by a K-Beauty class with LANEIGE Global Makeup Artist, Cat Koh and a special pampering treat to prep the media’s hair and makeup for LANEIGE gala dinner graced by Korean superstar and LANEIGE’s long-standing brand ambassador, Song Hye Kyo.
The event garnered significant buzz with as attendees updated their social media with details of the grand event set up to the opportunity to meet A-list superstar, Song Hye Kyo. Publicity was secured on key print titles including TODAY, Lianhe Zaobao and i-weekly and Song Hye Kyo was also featured in an exclusive TV interview on Stylesetter (Fox Media), a cable TV program that covers the latest trends and the hottest events in Asia with a reach of over 3.5 million households.
The Perfect Renew Regenerator was also extensively featured on key beauty titles including CLEO, Harper’s Bazaar, Singapore Women’s Weekly, Nylon and various online media. This boosted LANEIGE’s PR share of voice and ranking tremendously making LANEIGE one of the exciting beauty brands to watch out for in the years ahead.