THE WHAT? Laneige has been named as one of the best-selling brands in the Beauty & Personal Care category on Amazon Prime Day. The brand’s Lip Sleeping Mask was the bestselling product in its class, while Lip Glowy Balm came in third.

THE DETAILS The AmorePacific-owned brand has been enjoying fast growth in the US, strengthening its presence through an expanded investment to raise brand awareness, resulting in 100 percent sales growth yoy in the first half of the year.

Stablemates Sulwhasoo and Innisfree also performed well during the online shopping event. Indeed, since the K-beauty giant’s US division expanded into e-commerce and multi-brand store channels during the pandemic, it’s seen a 60 percent increase in sales since Q1 2022.

THE WHY? Robin Na, President & General Manager of Amorepacific North America RHQ (Regional Headquarter), explains, “The impressive performance we made during this year’s Amazon Prime Day is the direct result of our efforts in expanding our interactions with customers through a 360° omnichannel strategy and marketing communications, combined with the superior quality and innovation of our best-selling products in the North American market. We will continue to provide local customers with the brands and products they need as we make an active push into various sales channels.”