Interview: Misha Khurana – Luxury Brand Manager, (Strategy and Operations Lead) LANEIGE India

Misha Khurana

An interview with Misha Khurana – Luxury Brand Manager, (Strategy and Operations Lead) LANEIGE India

Ms. Misha Khurana, a trailblazer in luxury brand management, serves as the Strategy and Operations Lead for LANEIGE India. With a wealth of experience and expertise in the dynamic realm of luxury brands, Ms. Khurana has consistently driven innovation and excellence in her role, shaping the landscape of the beauty industry in India.

Her strategic insights and operational acumen have propelled LANEIGE to new heights, setting benchmarks for success and redefining standards in the luxury skincare sector.

Can you share with us your journey into the world of luxury brand management, particularly within the niche of Korean skincare?

Misha Khurana: Its been a delightful journey captivating realm of luxury brand management, especially within the dynamic niche of Korean skincare. Over the past 12+ years, my professional voyage has been nothing short of exhilarating. From the intricate craftsmanship to the relentless pursuit of innovation, every moment has been a testament to the sheer beauty and complexity of this industry.

Working within the Korean skincare industry has been nothing short of inspiring. I’ve had the privilege to immerse myself in diverse cultures, collaborate with visionary talents, and witness firsthand the transformative power of luxury brands. It’s been a journey fuelled by passion, creativity, and an unwavering commitment to excellence.

What unique challenges and opportunities do you encounter as a Luxury Brand Manager in the skincare industry, specifically focusing on Korean skincare products?

Misha Khurana: Market Saturation: The Korean skincare market is highly competitive and saturated with numerous brands, both domestic and international. Standing out in such a crowded landscape requires innovative strategies and a deep understanding of consumer preferences.

Cultural Understanding: Understanding and respecting culture is crucial when marketing Korean skincare products globally. What works in one market may not necessarily resonate in another, necessitating tailored approaches to branding and communication.

Maintaining Authenticity: Luxury brands often face the challenge of balancing tradition with modernity. In the context of Korean skincare, preserving the heritage and efficacy of traditional ingredients and practices while embracing technological advancements is key to maintaining authenticity.

Educating Consumers: Many Korean skincare products incorporate unique ingredients and multi-step routines, which may require extensive education for consumers unfamiliar with these practices. Luxury brand managers must effectively communicate the benefits and usage of products to build trust and loyalty.

Price Perception: Luxury Korean skincare products often come with a higher price tag, which can lead to perceptions of exclusivity but may also deter price-sensitive consumers. Finding the right balance between perceived value and accessibility is essential.


Innovation: The Korean skincare industry is renowned for its innovation and trendsetting approaches. Luxury brand managers have the opportunity to leverage this culture of innovation to introduce groundbreaking products and experiences that captivate consumers worldwide.

Global Expansion: With the increasing popularity of Korean skincare beyond its domestic market, there are ample opportunities for luxury brands to expand their reach internationally. Strategic partnerships, localized marketing campaigns, and targeted distribution channels can facilitate this expansion.

Personalization: Korean skincare emphasizes personalized routines tailored to individual skin concerns, presenting an opportunity for luxury brands to offer bespoke solutions and personalized experiences.

Storytelling: Luxury brands have the opportunity to tap into the rich heritage and storytelling potential of Korean skincare, weaving narratives that resonate with consumers on an emotional level. Authentic storytelling can foster deeper connections and brand loyalty.

Sustainability and Clean Beauty: There is a growing demand for sustainability and clean beauty within the skincare industry. Luxury brand managers can capitalize on this trend by incorporating eco-friendly practices, ethically sourced ingredients, and transparent supply chains into their offerings.

Overall, while navigating the challenges of the skincare industry requires strategic thinking and adaptability, the opportunities for innovation, global expansion, and meaningful storytelling make it an exciting space for luxury brand managers in the realm of Korean skincare products.

In a competitive market landscape, how do you maintain LANEIGE India’s reputation as a top-rated provider of Korean skincare solutions?

Misha Khurana: Maintaining LANEIGE India’s reputation as a top-rated provider of Korean skincare solutions in a competitive market landscape requires a multifaceted approach that combines innovation, customer-centricity, and strategic branding. Here’s a comprehensive strategy:

Product Innovation: Continuously innovate and introduce new products that cater to the evolving needs and preferences of Indian consumers while staying true to LANEIGE’s Korean heritage along with innovative formulations and packaging.

Localized Marketing: Tailor marketing strategies to resonate with the Indian audience while maintaining the essence of LANEIGE’s Korean identity. This includes leveraging cultural insights, partnering with local influencers, and crafting campaigns that highlight the unique benefits of Korean skincare for Indian consumers.

Omni-channel Presence: Enhance LANEIGE’s presence across both online and offline channels to reach a wider audience.

Education and Engagement: Educate consumers about the benefits of Korean skincare and LANEIGE’s product offerings through informative content, workshops, and skincare consultations. Engage with customers on social media platforms, respond to queries promptly, and foster a sense of community among skincare enthusiasts.

Quality Assurance: Maintain high standards of product quality, safety, and efficacy to uphold LANEIGE’s reputation as a trusted provider of skincare solutions. Conduct rigorous testing, adhere to regulatory standards, and prioritize transparency in ingredient sourcing and manufacturing processes.

Partnerships and Collaborations: Forge strategic partnerships with beauty influencers, skincare experts, and other relevant stakeholders to amplify LANEIGE’s reach and credibility in the Indian market. Collaborate on co-branded products, events, and campaigns to generate buzz and excitement around the brand.

By implementing these strategies consistently and adapting to the evolving market landscape, LANEIGE India can solidify its position as a top-rated provider of Korean skincare solutions and continue to delight Indian consumers with innovative products and exceptional experiences.

How do you leverage consumer insights and market trends to inform your brand strategy and decision-making processes?

Misha Khurana: Consumer Segmentation: Divide your target audience into distinct segments based on demographics, psychographics, purchasing behavior, and preferences. This allows for more targeted marketing efforts and personalized product offerings that resonate with specific consumer groups.

Trend Monitoring: Stay abreast of emerging trends in the skincare industry, including ingredient preferences, product formats, packaging designs, and consumer behaviors. Monitor competitor activities, industry publications, social media discussions, and influencer endorsements to identify opportunities and threats.

Consumer Journey Mapping: Map out the entire consumer journey, from awareness to purchase and beyond, to identify key touchpoints and pain points. Use consumer insights to optimize each stage of the journey, ensuring a seamless and engaging experience that drives brand loyalty and advocacy.

Collaboration Across Functions: Foster collaboration between marketing, product development, sales, and customer service teams to ensure alignment and integration of consumer insights into all aspects of the business. Encourage cross-functional workshops and brainstorming sessions to generate innovative ideas and solutions.

Long-term Strategic Planning: Use consumer insights and market trends to inform long-term strategic planning and goal setting. Identify opportunities for growth, differentiation, and innovation within the market landscape, and allocate resources accordingly to capitalize on them.

By leveraging consumer insights and market trends effectively, brands can develop more relevant, targeted, and successful strategies that resonate with their target audience and drive sustainable growth in the competitive skincare industry.

What are your aspirations and goals for LANEIGE India in the luxury skincare market, and how do you plan to achieve them?

Misha Khurana: As the Brand Manager of LANEIGE India in the luxury skincare market, my aspirations and goals revolve around establishing the brand as a trusted and sought-after provider of premium skincare solutions, driving growth, and fostering strong brand loyalty. Here’s a glimpse into my vision and the strategies I plan to implement to achieve these objectives:

Brand Recognition and Positioning: My primary aspiration is to elevate LANEIGE India’s brand recognition and position within the luxury premium skincare market.

I aim to position LANEIGE as a symbol of sophistication, efficacy, and innovation, setting it apart from competitors and resonating with discerning consumers.

Market Expansion and Penetration: I aspire to expand LANEIGE’s presence in key cities across India and penetrate deeper into untapped segments of the luxury skincare market. This involves leveraging market insights to identify growth opportunities, establishing strategic partnerships with retailers, and investing in targeted marketing campaigns.

To achieve these aspirations and goals for LANEIGE India, I plan to implement a holistic approach that encompasses strategic planning, market research, product development, marketing and branding initiatives, and ongoing performance monitoring and optimization.

By staying agile, responsive to consumer insights, and committed to delivering exceptional quality and experiences, I am confident that LANEIGE India will thrive and emerge as a leader in the luxury skincare market in India.

What is your success tip for women entrepreneur?

Misha Khurana: Never stop believing in yourself is something that I Live by. One should set Clear Goals, Continuous Learning, Build a Supportive Network, Be Resilient, Embrace Risk, Prioritize Self-Care, and always Celebrate Achievements big or small.

Ms. Misha Khurana epitomizes the essence of leadership and vision in luxury brand management. Her dedication to excellence, coupled with her strategic prowess, has not only elevated LANEIGE’s presence in India but has also inspired industry-wide innovation and growth.

As she continues to chart new territories and set new standards, Ms. Khurana’s invaluable contributions serve as a beacon of inspiration for aspiring professionals and industry stalwarts alike, shaping the future of luxury brands in the Indian market.

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