Laneige holds Mumbai event to debut new skincare offering

Beauty brand Laneige hosted an exclusive launch event at Blah! Santacruz in Mumbai to launch its latest product, the ‘Bouncy & Firm Serum’ in India. Expanding its skincare offering in the country, Laneige brought together beauty editors, influencers, and skincare experts for an immersive experience in the metro. 

“With Laneige’s Bouncy & Firm Serum, we are taking another major step in redefining hydration and skin resilience for our consumers in India,” said Amorepacific India’s country head and managing director Paul Lee in a press release. “This serum, powered by the Peony & Collagen Complex™, embodies our dedication to advanced skincare that not only hydrates but also strengthens the skin from within.”

The event saw Amorepacific India’s assistant marketing manager Shrishti Deb welcome guests before the business’ assistant director and head of marketing Mini Sood Banerjee gave a presentation on the brand’s approach to science-driven skincare. The Bouncy & Firm Serum has launched across all brand retailers in India and is priced at Rs 3,250. 

“Laneige has always been synonymous with hydration, and with the launch of the Bouncy & Firm Serum, we are taking hydration to the next level- firming, plumping, and redefining skin elasticity,” said Mini Sood Banerjee. “Indian consumers today demand skincare that is both luxurious and high-performing, and this serum delivers on both fronts. We are excited to bring this innovation to our audience and continue elevating the beauty landscape with science-backed, results-driven formulations.”

The event featured interactive experiences, including a life-sized serum bottle installation, personalised bottle engraving, and skincare-inspired activities at the ‘Play & Glow Corner.’ The launch was designed to highlight Laneige’s focus on innovation and set a new benchmark in the premium skincare segment.