This project was to explore how consumer perception and brand positioning impact growth for a skincare brand like Laneige through market segmentation.

My team and I looked at how different types of shoppers see the brand, where messaging feels strong, and where there’s room to expand. From there, we built shopper personas and proposed marketing ideas and retail strategies that could help the brand reach new audiences while still staying true to its identity.

This project reflects the combination of consumer psychology with real marketing decisions.