Laneige
A fan favorite, brought back with intention.
Laneige’s customer research identified Lemon and Pear as beloved flavors to bring back. The challenge was to turn that anticipation into an unmistakable Amazon-exclusive launch, while preserving the brand’s premium visual world.
I spearheaded the creative development for this project from intake to final delivery. This included client relation, creative brief discussion, establishing concepts and art direction, and leading the creative team through leadership review and discussion. I supervised the narrative and message through production, guiding designers and maintaining expectation with client and leadership. The launch strategy was informed by the 2025 customer research for Laneige, which identified Lemon & Pear as one of the brand's most successful flavors. Creative focused on amplifying exclusivity, nostalgia, and urgency while clearly communicating Amazon as the exclusive destination for the exclusive release.
An exclusive relaunch of Laneige’s Lemon and Pear lip favorites, shaped around pure customer nostalgia.
The launch exceeded its full-day goal by 9 a.m. PST. It generated $61.9K and 2,683 units on day one, 297% above goal. The homepage achieved a 1.45% click through rate, described on the original case study as Amazon’s strongest-performing exclusive launch creative to date.
Day-one sales
$61.9K
Homepage CTR
+297%
Versus day-one goal