Laneige, the renowned Korean beauty brand founded in 1994 under Amorepacific, has launched The Laneige Show, an entertainment-driven campaign starring global ambassador Sydney Sweeney to spotlight its newly re-engineered Water Bank Cream Moisturizer.
The campaign, which debuted last month, takes a fresh approach to skincare marketing, blending humour, competition, and education to reinforce the brand’s hydration expertise.
With the tagline “Water Bank is the Answer,” the campaign reintroduces the benefits of deep hydration and moisture barrier support, positioning Water Bank Cream Moisturizer as the go-to solution. Sweeney takes on a dynamic triple role as the show’s charismatic host and two contestants—Syd, the intellectually charming nerd, and Sweeney, the ambitious go-getter—creating an engaging and interactive way to communicate the product’s benefits.
As part of the campaign, Laneige has also expanded its Water Bank range with the launch of the Water Bank Gentle Gel Cleanser, a mildly acidic gel cleanser designed to remove makeup and sunscreen while maintaining hydration and supporting skin resilience. Clinically tested for barrier protection, the cleanser launched through Sephora online and in-store on January 29 and at Adore Beauty on January 31, alongside the Water Bank Moisturizer collection.
Laneige first introduced the newly formulated Water Bank Moisturizer range in January 2024, offering three targeted formulations designed to balance, fortify, and protect the skin barrier. Clinical trials show that after four weeks of use, 100% of users reported a stronger moisture barrier, while 96% saw improved skin resilience.
To mark the launch in Australia, Laneige hosted a Summer of Hydration event aboard Seadeck on Sydney Harbour, where guests enjoyed hydration-themed cocktails while customising Frank Green water bottles, reinforcing the brand’s hydration-first message.
Laneige is also set to launch its Bouncy and Firm Serum as part of its Bouncy and Firm range. The serum will be available exclusively on Sephora’s e-commerce platform from March 11 and on Adore Beauty from April 29.
Read the SUMMER ’25 issue of Retail Beauty below:
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