Laneige Influencer Marketing Case Study

As part of the AmorePacific beauty portfolio, Laneige has long been known for its innovation in skincare. But in today’s competitive beauty market, the brand is also standing out for something else: turning influencer marketing into a measurable, data-driven growth strategy that delivers consistent performance.

The Business Challenge

Laneige’s team saw a growing need to show how their influencer marketing efforts were not only building awareness but also contributing to overall business impact. Competing in a saturated skincare category, the team needed more than anecdotal wins. They needed credible data to quantify performance, validate budget increases, and optimize their creator strategy at scale. 

Historically, creator marketing success was difficult to measure, often abstract and reliant on soft metrics. What they needed was a way to back up their strategy with evidence and use that to unlock better performance.

“As we accelerated the growth of our leading creator program, it was challenging to scale without the right data to back up our strategy. Traackr helped us validate our instincts and transform them into a credible, data-driven strategy to grow our influencer efforts effectively.” — Michelle Kwak, Director of Integrated Communications, LANEIGE

Above all, Laneige set its sights on breaking into and sustaining a spot in the top five of skincare brands in influencer marketing, based on Traackr’s Competitive Benchmark, which would prove its influence in one of the most competitive categories in beauty.

The Solution

Laneige partnered with Traackr to shift from instinct to insight. With access to competitive benchmarking, campaign tracking, and influencer lifecycle analytics, the team was able to:

• Identify specific performance gaps across their creator program
• Build and maintain stronger creator relationships
• Justify budget decisions with data-backed insights

With Traackr, Laneige moved beyond isolated metrics to a holistic view of performance. The team could now understand not only what was working but also where to double down for long-term growth.

How It Was Done

Laneige partnered with Traackr to guide their influencer strategy from benchmarking to execution — turning complex data into clear, actionable decisions.

Using the Leaderboard to Uncover Strategic Gaps
Traackr’s Competitive Benchmark became Laneige’s daily touchpoint and strategic north star. By benchmarking against competitors, the team pinpointed a few key gaps in their program which shaped a new strategic direction rooted in relationship depth, not just reach.

“We check the leaderboard religiously. It’s how we track progress, spot gaps, and make the case for what we need to improve.” — Michelle Kwak, Director of Integrated Communications, LANEIGE

Identifying Top Performers Across the Ecosystem

Traackr gave Laneige the visibility to identify top-performing creators across platforms, tiers, and both organic and paid efforts. With this insight, the team could prioritize the partners delivering the most impact, strengthen relationships, and grow a creator community that consistently drove results.

Activating Lifecycle Strategies for Retention
Traackr’s Creator Lifecycle tool gave Laneige clear visibility into how creator relationships evolved over time. The team could identify when partners stopped mentioning the brand and take action early. With these insights, Laneige developed targeted re-engagement strategies that prioritized creators with strong cross-platform engagement and rebuilt relationships with influencers who had previously partnered with competitors.

Grounding Campaign Strategy in Performance Data
Campaign-level insights from Traackr became essential for both looking back and planning ahead. Each campaign was evaluated not just on overall impact, but through a deeper lens of frequency, engagement rate, and spend efficiency — including metrics like cost per engagement and cost per impression. These data points enabled the team to assess performance more holistically and make smarter, more informed decisions for future programming.  

The Results

With Traackr, Laneige built a stronger, more sustainable influencer program grounded in performance and long-term value:

• Increased creator marketing performance by 951% (measured by VIT), rising from #33 in 2021 to the top 5 in Traackr’s U.S. skincare leaderboard by 2024

• Strengthened their creator community by improving retention by 8% while also expanding its creator community by 9% from 2021 to 2024.

• Shifted internal perception of influencer marketing from conceptual to quantifiable, making it easier to defend budgets and align teams

“We finally had the proof points to back up what we believed all along — the consistent, long-term creator relationships drive real business value” — Michelle Kwak, Director of Integrated Communications, LANEIGE

Influencer marketing is no longer just about visibility. It is about proving value. In a category as competitive as skincare, brands cannot afford to rely on guesswork or gut feel. Laneige’s journey shows what is possible when strategy is rooted in data: stronger creator relationships, better performance, and the ability to scale with confidence.

By shifting to a data-first approach, Laneige did more than improve internal alignment or justify spend. They redefined what effective influencer marketing looks like for the modern beauty brand.