Product Development Strategy

Emerging K-Beauty brand Hanskin approached Landing International in 2018 with the goal of expanding their distribution to the U.S. market. The brand’s existing SKUs, sold mainly in Korea and other Asian markets, lacked the consistency and messaging coherence expected by U.S. beauty retailers and Hanskin expressed a willingness to create product specifically to meet the needs of American beauty shoppers. 

Landing created a product development strategy designed to extend the brand’s best-selling Hyaluron Skin Essence into a complete hyaluronic acid product line. At the time, the essence had a small cult following in the U.S. among K-Beauty enthusiasts and hyaluronic acid was emerging as a major skincare ingredient. 

Landing assisted Hanskin in the strategic development of 5 additional hyaluronic acid SKUs based on current skincare trends, white spaces at key retailers, and competitive price analysis. The line was picked up by multiple major retailers, including Ulta Beauty, where it is available in over one thousand stores. After the successful launch of the hyaluronic acid line, Landing guided Hanskin in the development of a second signature franchise: the Vitamin C Glow line, designed to deliver one of skincare’s most popular ingredients in fresh and exciting formats specifically created for sensitive skin. This line received similar success and is available in all Ulta Beauty stores.

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