Laneige Stages Beauty Road Show to Herald Launch in Sephora

K-beauty made a splash at The Mall at Short Hills in New Jersey last week. To herald the arrival of Laneige at 150 Sephora stores on Sept. 15, parent AmorePacific created an interactive pop-up area near the Sephora store  at the tony shopping center. The beauty roadshow, previewed for the press and influencers prior to a three-day stand, featured educational presentations, a scent bar and a photo zone for social sharing. Highlighted were two of Laneige’s signature products, the Water Sleeping Mask (one is sold every 12 seconds across the globe, according to Laneige executives) and the Lip Sleeping Mask. “We have studied water science for more than 20 years. We are the experts in beauty while you sleep and our Sleeping Mask is number one in the world,” said Bradley Horowitz, president and chief executive officer of AmorePacific U.S. Bradley Horowitz and Chloe Kim.  On hand was Laneige’s lifestyle ambassador, Chloe Kim, a 17-year-old champion snowboarder and Olympic hopeful. “I never got into skin care until recently when I noticed my skin got so dry after snowboarding and traveling. Laneige products are a lifesaver for me,” Kim explained. Horowitz noted that Kim is a snug fit as a representative of the Laneige core shopper. “Chloe

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