Laneige opens first flagship store in Beijing

1 min readUpdated Jun 4, 2025May 10, 20171:58 AM

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Cosmetics brand Laneige opened its first brand image concept flagship store at Beijing apm.

With an area of 139 square meters, Laneige’s new flagship store at apm features the design elements of water and light and the base tone of its overall internal design is blue and pink, which highlights the two product lines of Laneige. Blue represents skin care and it emphasizes water technologies; while pink represents the company’s makeup products series.

In addition, the store uses popular geometric line elements and spotlights in the display area, aiming to attract young customers.

There is an exclusive beauty class area in the store and it will hold regular activities for members of Laneige, including brand introductions, new product launches, and popular makeup tutorials. In this area, Laneige will also provide afternoon tea appointment services to VIP customers.

Moreover, the Beijing apm Laneige flagship store will provide exclusive limited products which are only available in flagship stores. Those products will have unique package designs to provide a unique buying component for high-end consumers.

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What this means

Laneige's immersive Beijing flagship, with its exclusive products and VIP services, represents a calculated move to capture premium Chinese consumers. This direct-to-consumer approach enhances brand connection, mirroring strategies seen with Alo Yoga's Tmall partnership for market entry, but with a physical experience. The focus on 'water and light' design and dedicated beauty classes directly challenges rivals by offering experiential retail, which many brands, including luxury players like Louis Vuitton in the region, are scaling back from or re-evaluating. While risky given the investment, it is likely to boost Laneige's appeal among affluent shoppers. The critical element to watch next is how soon this flagship model is replicated across other key Asian cities, particularly in Japan where expansion is also noted.

Aiko Tanaka · Retail News Asia newsroom

Questions & Answers

What are the main design elements of the new Laneige store in Beijing?

The store features design elements of water and light, with a blue and pink colour scheme. Blue highlights skincare and water technologies, while pink represents makeup product series. Popular geometric lines and spotlights are also used.

What special services or products will the Beijing flagship store offer?

The store will have an exclusive beauty class area for member activities and VIP afternoon tea appointments. It will also offer exclusive limited products with unique package designs, available only in flagship stores for high-end consumers.

Which specific product lines are highlighted by the store's interior design?

The store's blue and pink base tone highlights two product lines. Blue represents skincare, emphasising water technologies. Pink, on the other hand, represents the company's makeup product series, clearly distinguishing the two ranges.

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