Water Bank Blue Hyaluronic

Launch Plan
Water Bank Blue Hyaluronic
 2022 LANEIGE WATER BANK AD - LANEIGE’s Expertise in Moisture 2014

28YEARS
5TH HYDRO-ION
MINERAL WATER

2006 2018
3RD VITA NANO WATER 6TH GREEN
MINERAL WATER

1994 2010
1ST MINERAL WATER 4TH OPTIMAL
MINERAL WATER
2002
2ND NANO
MINERAL WATER
Previous Mineral Water vs. New Blue Hyaluronic Acid

Green Mineral Water Blue Hyaluronic Acid

(6th Water Bank) (7th Water Bank)
Enhanced inner-skin moisturizing
Moisture
with improved moisture
generation/supply
absorption/locking

Water Zipper Enhanced triple skin barrier

strengthening effect

🗸
Skin barrier Powerful *skin barrier damage
strengthening NEW repair

*Refers to skin barrier damage

Strictly P&C. Please do not share.
Blue Hyaluronic Acid

3.61 times damage repair*,

1 moisturizing and barrier 2 2,000 times smaller HA 3 Triple skin barrier
strengthening strengthening
3.61 times stronger damaged repair, 264%** faster skin absorption of Blue hyaluronic acid provides a
skin barrier strengthening and the micro low molecular weight triple repair effect for a
moisture retention with the Blue HA, hyaluronic acid, approx. 2,000 damaged skin barrier in the
an exclusive ingredient developed times* smaller after 10-step epidermis
based on AP’s 38 years of research on processing.
HA and obtained via 2nd fermentation
process
*Compared the sizes of commonly known HA (1,000kDa)
*Based on in-vitro comparison with normal high molecular with the smallest Blue HA (0.5kDa)
weight hyaluronic acid **Refers to skin barrier damage **Results from a test using artificial skin
2022 LANEIGE WATER BANK AD – Sustainability
Water Bank Blue Hyaluronic
: LANEIGE’s sustainable efforts to reduce the brand’s water footprint & to deliver sustainable design solutions
1 Blue Formula*
• New release of a 99% biodegradable
cleansing gel
• Increasing the content of
biodegradable materials for hero
products
: Cream: 89.06%, Essence: 99.2%
*Blue Formula: Uses biodegradable ingredients that
have a minimal impact on the aquatic environment
2 Reducing Water Consumption
• Water footprint** certification (Water
Measured) for all products
Reduce water consumption throughout
the life cycle of the product (ingredient,
manufacturing, packaging, distribution)
**Indicates the environmental impact of water consumed in
the process of manufacturing and disposal of products
 *Compared the sizes of commonly known HA (2,000kDa) with the smallest Blue HA (0.5kDa).

Intensive moisturizing cream that increases the moisture level by

196.6% immediately after use and retains 56.5% of that even after 100
hours.

Strictly P&C.
*Clinical test results on moisture retention after 2 weeks and 4 weeks to be provided

Please do not share.

*Refers to skin barrier damage. ** Clinical test results on barrier repair effect after 2 weeks and 4 weeks to be provided ***Temporary redness
induced by external irritation

1 SKU / 50 mL *7-free (animal ingredients, polyacrylamide, imidazolidinyl urea, triethanolamine, synthetic pigments, paraben, PEG surfactant)
RM180
 *Estimated result. Clinical test results to be provided.

Strictly P&C.
Please do not share.

1 SKU / 50 mL
RM210 *Sensitive panel and hypoallergenic tested / Results to be delivered
 ※2 Skin Types
2022 LANEIGE WATER BANK AD – Line Up ① for Normal to Dry Skin
② for Combination to Oily Skin
Water Bank Blue Hyaluronic [March 2022 AD]

2 Skin Types

2 Skin Types

150ml / RM110 160ml / RM135 120ml / RM145 50ml / RM210 50ml / RM180 25ml / RM180

Main Ingredients: Blue Hyaluronic Acid + Algae extract

Fundamental skin Brightening the
Complete removal of Radiance and skin Instant vitality & Repair & moisture bomb,
strengthening & dark zone and eye bags
ultrafine particles texturizing bounce Highly functional hydrator
exfoliating Eye Cream
Cleansing Foam Emulsion Serum Cream
Essence Toner

① Regeneration
Barrier strengthenin (Beta-glucan)
① Heavy MU/ Moisturizing barrier gBarrier strengthening ① Skin barrier strengthening ② Soothing (allantoin)
dead skin deep cleansing - Skin barrier Water (probiotics,
(probiotics,panthen
panthenol) (Probiotics) ③ Skin barrier strengthenin
② Ultrafine particle ol) ① Hydration & soothing
② Hydration g (Ceramide) (Coconut oil)
removal (ultrafine beads)
& firming (Peptide)
③ Moisturizing & bright ② Brightening (Glutathione)
Anti-trouble
Anti-trouble ③ Hydration & Vitality (NMF ① Hydration, soothing and
complexion (blueberry ex (Lactobacillus/soyb cooling
Soothing care (Lactobacillus / soybean )
tract, papain enzyme) ean ferment extrac
- Skin calming water ferment extract + yeast ② Oil-moisture balancing
textract)
+ yeast extract) (mint leaf extract)
Mar – May 2022 – Water Bank IMC Launch Plan
Water Bank Blue Hyaluronic 360° Launch Plan

COLLABORATION
DIGITAL Laneige Water Bank X Sometime For Asian
• Campaign
Designers
CampaignFocus:
Focus:Newness
Newness & Product
& USP
Objective: Drive Trial, Review & Referral • Penetrate into young consumer segments &
Product USP
- Various Content leverage on partner’s high Malay customer
Objective: Drive Trial, Review &
• Mini K-Drama Series base
•Referral
Water Bank Dance Challenge • Curate Water Bank x Sometime collection to
• - Various
Mass Content
Sampling amplify on the new launch & as gifts for
•• Digital
Mini K-Drama Series
Ads (FB, IG, YT / TikTok)
Laneige customers
• Water Bank Dance Challenge
• Mechanics: WB oriented (Get a complimentary
• Mass
Phase Sampling
2 (mid April – May)
merchandise upon purchase RM400 WB
• Digital AdsDrive
Testimonial (FB, IG, YT / TikTok)
products)
• Cross brand mechanics & CRM to maximize
Phase 2 (mid April – May)
campaign outreach and touch base with new
• Testimonial Drive
customer segments

PR ATL
Press
PressRelease
Release+ Beauty AlertAlert
+ Beauty
•• End Feb: 50 Media Viral Articles
End Feb: 50 Media
PR Seeding • Chinese: Goody25 & Malay: Beautiful Nara
PR Seeding
• End Feb: 50 KOLs & 20 Medias Others
•• March:
End Feb:
80 50
KOLsKOLs & 20 Medias
• Online Beauty Feature & Press Write Up
• March: 80 KOLs
• Digital Advertorial
Water Bank Blue Hyaluronic 360° Launch Plan

Trade Marketing

Key In-Store Activities (Nationwide)

• Mar 11th – 17th : New Launch Party
• Apr 1st – 3rd: Members’ Day Brand Direct Mall
Outpost
Launch Mechanics
• Center Court Outpost (Sunway)
• Mirror selected offline promo + online exclusive
*partner with ecom TBC
mechanics
Partnership with E-Wallet
Water Bank Sampling
• Additional mechanics / rebate
• FOC samples with shipping fee applicable
Skincare Master Class
Recruitment
• April onwards
• Partnerships with corporates (workshops or
• Nationwide customers (virtual) –
exclusive privilege to shop on online for specific
via BA or by retailer (selected
promo)
counter)
Partnership with E-Wallet
• Additional mechanics / rebate
Social Commerce
Comm
Water Bank #SkinRevivedNow FB Live • EDM (purchasers + subscribers)
• Mar 8th or 9th (KOL)
• May 11th (BA)
Water Bank Sampling
• FOC samples with shipping fee
applicable