Laneige expands interactive retail concept with custom lip mask station in Los Angeles

South Korean cosmetic brand Laneige is bringing a customisation station to its permanent store at The Grove in Los Angeles. Following an initial launch at its Seoul flagship store earlier in the year, the interactive setup enables visitors to combine different flavours to formulate a bespoke edition of its Lip Sleeping Mask. The Los Angeles location allows shoppers to select from 45 flavour combinations, such as champagne and gummy bear, alongside seasonal options. The selected formula is blended instantly by a machine for 32 US dollars, with additional options to add custom 3D-printed designs to the product packaging. Laneige says the physical store initiative is intended to strengthen consumer connection and showcase its skincare technology. Visitors waiting for their custom formulas can also receive a skin analysis to get personalised cosmetic recommendations, or add 3D-printed features to other items such as toners and powders.

The custom retail activation is currently available only at Laneige's store in Los Angeles and its flagship store in Seoul. The brand has not confirmed any plans to bring the customisation station to stockists or locations in the United Kingdom.