What was the intention behind this gift set?
“This is LANEIGE's first-ever Advent Calendar, designed with our bestsellers and newly launched products. With only a limited quantity produced, we focused on delivering an emotional experience for our loyal customers. This set is more a heartfelt gift than a commercial product as our aim was to celebrate the holiday season with our customers by offering them something unique and special. It is a first for the brand, a way to showcase LANEIGE's essence in the spirit of the holidays.”
What message does LANEIGE hope to convey?
“The campaign’s key message is ‘Open Your Holiday’, which also connects with our new rebranded slogan ‘Open To Wonder’. We wanted to offer our customers a memorable and festive season with a comprehensive selection of thoughtfully curated products. We hope our customers experience joy and excitement while exploring LANEIGE’s world.”
What made Invercote the ideal choice for this packaging?
“Invercote is known for its excellent quality, strength, and colour rendering. It has already been chosen for some of LANEIGE’s brand owner Amore Pacific’s most iconic packaging. It allows for precise gradient designs and sturdy packaging, which were essential for creating a premium and durable Advent Calendar.”
Sustainability is a key feature of Invercote. Did this factor into your decision?
“Sustainability is also very important for LANEIGE, especially as we export to regions with strict eco-conscious standards like Europe. Although this project was not explicitly eco-focused, Invercote’s materials align with the brand’s long-term commitment to sustainability.”
Does Invercote reflect LANEIGE's brand values?
“Definitely. LANEIGE stands for fundamental excellence for cosmetics, much like Invercote’s heritage for paperboard production. Both focus on quality, innovation and customer experience, making it a perfect match.”
“It gave us the freedom to explore bolder designs.”
Hyemi PARK, LANEIGE Designer
What issues did you face with previous packaging materials and how did Invercote solve them?
“One major challenge was curling during processing. When paperboard undergoes multiple steps like printing, coating, and folding, it often warps. Invercote's high rigidity and durability make it resistant to curling, even during complex processes like lamination or die-cutting. It is also reliable during global transportation, ensuring our products arrive in perfect condition.”
Did Invercote allow for more creative designs?
“Absolutely. Without the risk of curling or structural issues, it gave us the freedom to explore bolder designs. It is like having a flawless canvas for our creative vision.”
Do you think this set contributed to LANEIGE's branding?
“This Christmas gift set, released in markets like the U.S., Canada, and Australia, introduced LANEIGE to a wider global audience. It showcased our comprehensive product range, from skincare to makeup, reinforcing LANEIGE as a well-rounded beauty brand.”
What was the key focus and the biggest challenges in the design process?
“We focused on balancing consistency with novelty. We kept the design consistent with LANEIGE’s established identity while introducing fresh elements to make the packaging feel exciting and new. Time constraints and ensuring the set could accommodate a dozen of products with different weights without compromising quality were our most important challenges. Invercote’s sturdiness and colour fidelity were invaluable in overcoming them.”
