IPSOS Hong Kong: Ad of The Month – Laneige Two Tone Bar


By Erina Wong
Research Manager, Ipsos Connect – Hong Kong

We have seen many beauty fads fail with the passing of time. However, Korean beauty cosmetics and rituals continue to expand and as some may say, have emerged as a full-fledged phenomenon – with many expressing confidence that “K-Beauty” trends are set to grow even further this year. The Laneige Two Tone Bar is a perfect example of this growing trend.

Firstly, Laneige has to be applauded for capitalizing on this trend and leveraging its Korean brand roots with the birth of Two Tone Bar.

From a creative perspective, Laneige may struggle to differentiate itself from other Korean cosmetic brands – especially when advertising executions in the category are pretty similar in nature via product demonstration and celebrity endorsements.

However, the Laneige Two Tone Bar product range manages to transcend other brands by offering tangible product innovation, techniques and convenience, combined with strong branding, thus making it stand out from its competitors.

Overall the fun tonality, upbeat rhythm and background colour that matches the tones of the bars produce an ad which radiates the essence of the product. As a category user, I was immediately intrigued by this new offer, one that puts itself one step higher in terms of product innovation and functional convenience– exactly what I am looking for to keep up with the K-Beauty trend.

DISCLAIMER: The views and opinions expressed in this article/publication are those of the authors and do not necessarily represent official policy or position of IPSOS or of its clients.

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