LANEIGE

Marketing Strategy Breakdown

Laneige (which means snow in french) is specialized in water science technology, to provide beauty product to a mostly female audience.

In their digital marketing mix, their using a variety of channels: Emails, SEO, Paid Ads, Instagram/Facebook/Tiktok ads, and some softwares to optimize their store. - you're in the right place to access some of the data to understand LANEIGE ecommerce marketing strategy and from other brands from the Personal Care industry.

Use targeted email offers to boost customer loyalty and sales

1. Offer exclusive early access discounts to loyalty members

Offering early access discounts to loyal customers shows gratitude and makes the connections stronger with your customers as you are making them feel valuable for your brand. Sending reminder emails after the first offer keeps it fresh in their minds and adds urgency. This approach helps increase loyalty and drive more sales.

2. Give free Gifts for minimum purchases with urgency

Offering free gifts with a minimum purchase encourages customers to spend more to qualify. Adding urgency pushes them to decide faster and increase sales.

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LANEIGE usually applies this tactic by offering a high number of gifts, such as “11 Free Gifts” using key marketing moments like "Single Day" in our example to send these series of emails. This approach will allow you to maximize the impact of the shopping event, strengthen the brand's connection with customers and could be used to clear inventory. 

LANEIGE’ best advertising practices in social media

1. Share product demos and tutorials

LANEIGE uses mainly videos in social ads to inform and demonstrate. These videos show the product packaging, size, and texture. They often end by showing how to apply the product on the skin.

They also share educational videos that explain how to use their products step by step.

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2. Show Influencers using and explaining your products

LANEIGE runs Meta and TikTok ads featuring well-known influencers using their products. These testimonial videos show the influencers applying the products and explaining their benefits.

Some of the influencers LANEIGE partners with include:

• Beauty influencer Golloria George.
• BTS member Jin-ius.
• American actress Sydney Sweeney.
• Comedian and influencer Jake Shane (Jacob Shane Roshkow).

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Optimize your website for better customer engagement

1. Use personalized website tools to enhance customer experience

LANEIGE focuses on customers by offering personalized tools on its website. These include a skincare quiz in the menu for tailored product suggestions and sections like "Shop by Concern" and "Handpicked for You". These features help visitors find products that match their specific needs and preferences, positioning LANEIGE as a complete skincare solution.

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The product pages also reflect this customer-first approach. They include a dynamic section called “WORKS WELL WITH” which suggests complementary products based on visitors’ browsing behavior. This feature gives users a sense of having personalized real-time assistance for the best complementary choices.

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2. Adopt informative product pages with strong social proof

LANEIGE creates product pages to drive engagement and encourage purchases. They include high-quality images and detailed information about each product, such as its ingredients, benefits, and usage instructions.

LANEIGE also includes in the product pages either a "See The Results" section that shows clinical study statistics or before-and-after images where visitors can just slide the two high-quality visuals to see the product's effectiveness. Then, they always share customer reviews at the end of each product page for more social proof.

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They have a very solid email marketing strategy - as their Average Spam score is good since it's -1,9 (Spam score is a measure of how likely an email is to be considered spam by a spam filter. The higher the score, the more likely the email is to be considered spam.). Also, a point regarding to subject lines - Emails usually have a better open rate while keeping the subject lenght below 36. Here, as it's 36 characters, they're doing just ok! LANEIGE could improve their open rate even a little but on mobile devices by trying to keep their subject lines shorter.

Quick fun fact - they're using emojis in 20.16% of their emails - the main ones they use are 💦  😲  🛌  💧  📢  👀.

On Panoramata, we gather and analyze the entire LANEIGE email marketing strategy - along with other brands from the Personal Care industry. Amongst their last emails sent, two of them were 'Hydrated skin essentials await!' and 'Water for all'.

One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 71 on https://us.laneige.com/. This is excellent - and hard to achieve, as it takes time, consistent SEO work and a solid SEO strategy.

One interesting thing that this data allow us to understand is a common trait for the best brands, in order to achieve success - they always deliver a consistent message across all channels.