Laneige opens Singapore concept store

South Korean skincare brand Laneige has opened a new concept store in Ion Orchard, Singapore.

Not only does the outlet have a new look, but it features exclusive products. It is the ninth Laneige store for Singapore, the first opening in 2012.

Exclusive to the store is the Laneige G5 product range, comprising seven variations of Water Science Mist, various types of sleeping balls that serve as a mask for different parts of the body, and lip cards in 20 different shades. The range is exclusive to G5 concept boutiques, and as the new store is the first and only boutique so far, it is the only shop in the world selling it.

As Laneige’s flagship outlet, the store’s design is different from its other shops. The “water meets light” design concept infuses elements of water, light, and blue and pink colours.

Laneige brand GM Doreen Chia says the design is “edgy, sophisticated, modern and sparkling” in line with the brand’s beauty concept and vision. Laneige is known for its emphasis on the power of water for revitalising and nourishing the skin.

There are several zones in the store – one for top-selling items, another for signature products (such as its Water Bank range), Homme for men another for make-up. A feature is a consultation room where beauty advisors can analyse a customer’s skin condition and advise on appropriate products.

Laneige has stores throughout Asia – in Brunei, China, Hong Kong, Indonesia, Malaysia, Taiwan, Thailand, The Philippines and Vietnam – as well as Canada, New Zealand and the US.