Slow ageing: Laneige’s latest sleeping mask targets Gen Z interest in pre-ageing care

Laneige’s Bouncy and Firm Sleeping Mask is the third product in the brand’s best-selling series of sleeping masks, which includes the original and sensitive skin versions.

According to the firm, this new product was developed to help users maintain youthful and bouncy skin, which are particular concerns for Gen Z beauty consumers.

Speaking to CosmeticsDesign-Asia​, Laneige Singapore marketing manager Kay Chan said the product is in line with the new slow ageing trend among younger consumers.

“Slow ageing means slowing down the process of ageing and preventing fine lines and wrinkles from showing too soon,”​ she explained.

“And some young people might not even see the need for pre-ageing products yet, so we call it a slow-ageing step to maintain youthful and bouncy skin. You don’t even need to change out your routine, you can continue to use your hydration products and just add this on top.”​

The company has observed the need for pre-ageing care not just in South Korea or Singapore, but across multiple markets globally.

“We’re seeing more young people caring a lot about their skin, even from a young age like 20. They start to think about skin ageing and how to prevent it. We’re seeing them buy more products as well,” ​said Chan.

The latest sleeping mask is also a way of introducing or re-introducing Laneige and its hero products to a younger generation of consumers.

This overnight facial mask was developed to plump and firm skin with peptides and the firm’s own Peony and Collagen Complex.

The formula also contains five types of hyaluronic acids as well as Hydro-melt Glow Capsules which mimic the skin’s lipids to form a protective layer across the skin.

It also contains Amorepacific’s green tea lactobacillus, which the firm claims “works like melatonin” to encourage better sleep.

An exciting year ahead

Chan said 2024 is set to be an exciting year for the Amorepacific-owned brand, which is celebrating its 30^th​ anniversary this year.

Already it has relaunched its Water Bank line-up​ with three new versions to make the range more inclusive.

It also appointed actor Sydney Sweeney, known for her roles in HBO’s Euphoria and Marvel’s Madame Web, as its brand ambassador.

According to Chan, Sweeney’s appointment has resonated with its Gen Z consumers.

Moving forward, Laneige will be launching more products this year.

Chan teased that the new products would include extensions of the Bouncy and Firm Sleeping Mask and would target the Gen Z consumer.

She also hinted that Laneige would be bringing over an “iconic lip product”​ that has not been launched in Singapore yet.

Laneige considers itself a pioneer in the lip care category, having created the lip sleeping mask category.

Lately, the brand has been experiencing a lot of success with its Lip Glowy Balm in the US. According to Laneige, based on its 2023 sales data, one is sold every six seconds.

“Lip Glowy Balm trended very well in the US because of the texture. It’s a bit thicker, not like your regular lip balm. I would say it’s a balm but better. Also, the packaging and flavours made it very fun. And the price point is also very affordable for younger consumers,”​ said Chan.

Laneige Lip Glowy Blam retails for USD18 for 10g.