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Laneige goes on social media push

Korean cosmetic brand Laneige has appointed Blugrapes as its regional social media agency of record to support its growth plan across Southeast Asia.

The appointment follows a closed-door pitch and will be for a period of a year with an option of renewal.

Tasked with strategic planning, process development and counsel, Blugrapes will also undertake content creation and deployment of social media solutions across the respective regional markets, namely Singapore, Malaysia, Thailand, Vietnam and Indonesia.

Launched in 1994 in Korea, Laneige is a cosmetic brand that promotes skin products with ‘water science’ technology. It targets consumers aged between 24 to 32 and is present in 13 countries globally.

“Social media is an important medium for any beauty brand. We look forward to leveraging on Blugrapes’s expertise to help us build Laneige as a leading brand on social media” Violet Ho, deputy managing director, Amorepacific Corporation, ASEAN regional headquarters said.

Blugrapes’ is also the social media agency for beauty brands such as Liese, Curel, St.Ives and Mod’s.

Ryan Lim, founder & business director, Blugrapes said: “Our expertise in understanding and building women centric communities for brands will help build a stronger and deeper relationship between Laneige and its consumers.”

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