LANEIGE unveils #ThirstForLife Campaign
Discover the thirst that makes us luminous
Kuala Lumpur, 3 June 2020 - Laneige unveils the new season campaign #ThirstForLife in conjunction with the launch of its limited edition Laneige No.1 Hydrating Essence and Moisturiser - Water Bank Hydro Essence and Water Bank Hydro Cream. The aim is to inspire and bring about change in the lives of individuals and to encourage them to take the leap of faith, exploring and developing the potentials within them to become better versions of themselves. Thirst is a desire. A curiosity. A possibility within ourselves for adventure, excitement and experience to constantly explore new things far beyond our limits. Even when we seem broken, we can always rise again and press on towards our purpose in life.
Hydration is a fundamental key to luminous skin for beauty that radiates from within. The Water Bank line echoes Laneige’s 26 years of moisture expertise in fulfilling the ‘skin thirst’ and restoring it to its hydro-radiant best. Laneige understands that beyond the thirst for luminous skin, there is a common thread that flows between, through and around every individual which is that of a deep thirst or desire to create new experiences and expand our boundaries to explore our desired adventure, excitement and possibilities. A constant yearning to be more alive and to express ourselves. It is this very desire and thirst that drive an individual to living a life so luminous.
Inspiring stories from five Malaysians personalities on thriving in their #ThirstForLife journey
Laneige presents five inspiring personalities as part of the campaign in hope to inspire others to pursue their thirst for life. The five personalities include Malaysia’s seventh time SEA Games gold medalist Farah Ann, Malaysian actress Joey Leong, popular YouTube content creator, Phei Yong, Malaysian model and 2014 Asia’s Next Top Model Winner, Sheena Liam, actress and illustrator, Marianne Tan.
It has been Farah Ann’s biggest dream in life to become a Olympian. In 2016, Farah Ann failed in her bid to qualify for the Rio Olympics by a mere 0.1 margin and it was the most devastating time of her life. Nevertheless, she stood strong and continued to fix her eyes on the prize and worked hard to be the first Malaysian women artistic gymnast, and third Malaysian gymnast to qualify for next years’ Olympics. According to Farah “The road to what you thirst for is often marred with hardships and ups and downs. However, when you achieve what you thirst for, you realise that every single step you've taken has been exactly what you've needed to gain what you've wanted to achieve.”
As an actress, Joey Leong’s job required her to act out different stunts for her role. She experienced the biggest challenge in her life when the set that she was in caught fire, and she sustained second-degree burns on both her legs and lost her ability to walk for a month. However, Joey did not see this as a hindrance to her career in becoming a successful actress. In fact, her thirst motivates her to muster up her strength to walk again and achieved it. According to Joey “Sometimes, life gives us extremely sour lemons unexpectedly, but if we could hold on to the thirst, even if it’s the simplest thirst, it will lead us to a bright future.” She slowly challenged herself to walk despite the pain and countless failures. Now, she is standing strong and back at work with bountiful opportunities to be the lead actress in local films and taking hold of every opportunity to share her inspiring story and give back to the community.
Phei Yong has always loved hosting and has started it since he was still studying in university. He decided to take his passion for hosting further, and pursue to audition for the “MyFM Be My Star DJ” contest. He eventually went on to become the male champion and has since grown his passion for hosting and creating content for his audiences. During his journey, he was constantly seeking ways to bring his creative ideas to life. He desired to express his ideas and engage with his audiences, so in 2017, he finally decided to create content on his YouTube Channel. This passion led him to success and he eventually turned it into a career. According to Phei Yong “I often find myself thirsting for growth in my career development. Just like a duck, paddling and working very hard beneath the water while above the surface, it looks calm and unruffled. This is exactly what I thirst for. Only to continuously swim forward freely would bring happiness onshore.”
Driven by her passion, Sheena Liam represented Malaysia in Asia's Next top model in 2014. It was challenging, but she emerged as the winner through her dedication and spirit. Since her time in Asia's Next Top Model, Sheena has been represented in major fashion cities across the world and has appeared on countless of runways, magazine covers, and television specials. In 2018, her artwork took center stage as she debuted her solo exhibition "Times New Romance" in Paris, France. She continues to challenge expectations and expand her horizons, Sheena says of her success “Striving towards the same thirst in life even with small steps is important. Be confident and find the strength to learn from your mistakes. A positive mindset goes a long way.”
Marianne Tan pursued acting out of curiosity where she received the opportunity from her close friend to act in a YouTube short story. She gained fame for her acting and began to realise her love for the art for acting. This led her to land a lead role in the Malaysian film - Ola Bola in 2016. Initially, Marianne’s parents had requested her to turn down the role as they were hesitant about the industry but she decided to go forth and pursue her passion for acting. Her passion led to her success and eventually won her parent’s approval for acting. According to Marianne “This curiosity awoke my thirst for acting, which was the ability to express a story in a person’s shoe. To be able to touch the audience with those roles are a bonus and it keeps that drive going. Be brave to take the first step to the unknown territory which is led by your thirst and curiosity. It could lead you to discover your vocation.”
#ThirstForLife is a beautiful emblem of this energy – a manifestation of our curiosity and expanding our boundaries to explore the world. Now, #WhatsYourThirst?
Pledge to continue the chase for your “Thirst for Life” to receive Water Bank trial samples
Laneige encourages its fans to join in the #ThirstForLife movement and pledge to continue their chase for a meaningful life and experiences via www.laneigethirstforlife.com.my and receive complimentary Laneige Water Bank trial samples.
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For more information about this campaign, please contact our LANEIGE PR Team.