Social post of a woman in pink gingham holding a pink microphone and a LANEIGE lip tint keychain
Submitted by AnyMind Group

LANEIGE JuicePop Box Turn Up The Tint Instagram Launch

Influencer Marketing

AnyMind Group cast Mega KOL Ivy So through AnyTag for the LANEIGE JuicePop Box Lip Tint launch in Hong Kong, and reports a 6.72% engagement rate.

6.72%Engagement Rate
887K+Unique Reach
1.2M+Total Video Views
26K+Deep Engagements

About the campaign

LANEIGE launched its JuicePop Box Lip Tint in Hong Kong with AnyMind Group and Mega KOL Ivy So, reaching a 6.72% engagement rate. LANEIGE needed the new tint to stand apart from its Glaze Craze Tinted Lip Serum, which already led the market. Local beauty buyers had also grown tired of generic unboxing reviews and micro-influencer seeding.

The agency used its AnyTag platform to check Ivy So's followers against the brand's target demographic. It then directed an editorial photoshoot and behind-the-scenes video under the theme Turn Up The Tint. The creative tied music culture to the product and presented the packaging as a wearable fashion accessory. Content ran as Instagram Reels and Carousel posts, monitored through the AnyTag dashboard.

The agency reports a 6.72% engagement rate, more than double the cited Hong Kong benchmark for Mega KOL activations. The work reached 887K+ unique users and drew 1.2M+ total video views. It generated 26K+ deep engagements across likes, comments, shares and saves. Instagram Reels reached an audience that was 53.5% non-followers.

Case in 60 seconds

LANEIGE needed to launch the JuicePop Box Lip Tint in Hong Kong without eating into its market-leading Glaze Craze Tinted Lip Serum, while local buyers had grown tired of generic unboxings and micro-influencer seeding. Mega KOL partnerships offered launch scale, yet commercial engagement drops as creator tiers rise, so star power usually cost interaction.

Hong Kong beauty buyers tune out content shaped like a review, because copy-paste unboxings have taught them to discount it, so a lip tint placed inside music and fashion culture earns attention a review cannot.

AnyMind Group built the launch around one data-matched Mega KOL and a single editorial concept, Turn Up The Tint, which tied music culture to the JuicePop Box and recast its packaging as a wearable accessory.

AnyTag audience overlap analysis selected Ivy So, whose followers matched the target demographic, and AnyMind directed an editorial photoshoot and behind-the-scenes video, published as Instagram Reels and Carousel posts and tracked on the AnyTag dashboard.

AnyMind Group reports a 6.72% engagement rate, 887K+ unique users reached and 1.2M+ total video views, with 26K+ deep engagements and Instagram Reels reaching 53.5% non-followers, all drawn from AnyTag Platform Analytics.

Strategy Breakdown

Digitally savvy Hong Kong beauty buyers in the minimalist beauty demographic LANEIGE targets, a group the agency describes as suffering from review fatigue after generic seeding and copy-paste unboxing content.
Review fatigue among digitally savvy Hong Kong beauty buyers has turned generic seeding and copy-paste unboxings into content they screen out, so a launch built on the usual review format would struggle for attention.
Hong Kong influencer marketing remains focused on awareness campaigns, and engagement drops as creator tiers rise, so beauty launches face a trade between Mega KOL reach and the interaction smaller creators deliver.
LANEIGE positioned JuicePop Box as a lifestyle evolution beside its Glaze Craze Tinted Lip Serum, so the launch had to give the new tint a social, high-energy identity without undercutting the hero product.
Buyers reject one-way, hard-sell promotion, so the work placed the product inside music and editorial content, where the tint becomes a fashion statement and the sales message stays in the background.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • AnyMind Group

Creator role

  • Ivy So — creator

Results & Evidence

MetricValue
Engagement Rate6.72%
Unique Reach887K+ unique users
Total Video Views1.2M+ video views
Deep Engagements26K+ deep engagements
Reels Non-Follower Share53.5% non-followers

Why AnyMind Group's strategy worked

  1. 1

    Concentrating a launch on one data-matched Mega KOL can hold engagement at scale, because an audience overlap check filters out followers unlikely to interact, which is where high-tier partnerships usually lose efficiency.

  2. 2

    Treating packaging as a fashion accessory gives a creator something to perform rather than review, so the content works as lifestyle editorial and avoids the fatigue that unboxing formats carry in saturated beauty markets.

  3. 3

    A new product launched beside a market-leading sibling needs its own lifestyle role, because framing it as a replacement invites comparison and risks moving share away from the hero product instead of adding to it.

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