Laneige Malaysia: More Than Skin Deep
6. Digital Experience Kancils [6.3 Best use of social & messaging platforms]
×
![]()
×
![]()
Links:
Product/Service:
Social Media
Client:
Laneige Malaysia
Brief:
Laneige has been part of Malaysia’s beauty landscape for years, but with the rapid rise of K-beauty competitors in an oversaturated market, the brand’s digital presence needed to evolve once again. For Laneige Malaysia, this became an opportunity to refresh its voice, reconnect with its community, and reaffirm its position as a true pioneer in K-beauty. Our task was not only to create content, but to restore connection: to make the brand feel current, approachable and part of daily conversations again. The solution lay in creating consistent, platform-first content that prioritised resonance over reach, and organic community building over quick-fix campaigns.
Solution:
Laneige Malaysia’s challenge wasn’t just reach but relevance. Our strategy was to treat each platform as its own cultural space. On Instagram, we focused on storytelling and community with interactive Carousels. The “This or That” post reached 44.7K with 4.9K likes, while “Guess the Lip Glowy Balm Flavour” hit 22.7K reach. On TikTok, a UGC-first approach with relatable edits lifted views from a few hundred to 7K organically. We debuted Laneige Malaysia on Threads in May 2025 with casual lifestyle posts, gaining 20K followers in a month. These efforts rebuilt relevance, turning the brand from “view jail” into one leading beauty conversations. Over six months of organic growth proved that cultural fluency and crafted storytelling can restore genuine connection.
