Laneige Taps Filter Coffee Co. to Lead Its Digital Strategy in India
Laneige India, the premium Korean skincare brand, has partnered with Filter Coffee Co. as its digital communications agency. The collaboration marks a strategic push to grow the brand’s online presence in India through a mix of content innovation and targeted storytelling.
Under this new mandate, Filter Coffee Co. will manage everything from digital and social media strategy to content design, influencer collaborations, events, and e-commerce assets. The goal? To craft a digital ecosystem that speaks directly to India’s fast-evolving skincare audience.
Mini Sood Banerjee, Head of Marketing at Laneige India, expressed confidence in the new partnership:
“We were looking for more than just an agency—we wanted a partner who truly understands the brand's tone, values, and pace. Filter Coffee Co. brought that to the table with sharp creative thinking and agility that matches today’s digital rhythm. We're thrilled to welcome them on board as we look to build deeper consumer connections online.”
Anuja Deora, Founder and CEO of Filter Coffee Co., shared her excitement:
“Laneige is a brand that’s admired for its innovation and global appeal. We see a huge opportunity to tell stories that are culturally relevant and platform-native—while staying true to the brand’s premium positioning. Our in-house creative and production teams are geared to deliver high-quality, insight-led work that’s made for India’s skincare-savvy consumer.”
With this collaboration, Filter Coffee Co. will focus on blending strategic insights with dynamic content formats—from high-impact photoshoots and social campaigns to influencer partnerships and data-backed content that builds brand affinity.
The partnership comes at a time when the skincare market in India is booming, and digital storytelling is increasingly influencing purchase decisions. Together, Laneige and Filter Coffee Co. aim to carve out a stronger digital identity and bring the brand closer to India’s new-age beauty audience.