Amorepacific SG picks social agency for Innisfree, Sulwhasoo and HERA brands

Korean beauty company, Amorepacific Singapore has appointed Different for social media duties in Singapore for three of its brands – Innisfree, Sulwhasoo and HERA following a closed-door pitch held in January.

Together with the various teams from the brands, the independent agency will be managing all three brands’ social media platforms. The agency will also be responsible for brand stewardship, content creation, creative execution and fan engagement. Different will be tasked to expand engagement with current key segments as well as explore new audiences.

Doreen Chia, brand general manager, luxury division, Amorepacific, said that the agency had a keen grasp of the increasingly competitive beauty segment. She added that Different also knew how to close the online-to-offline gap across all categories.

Sharon Chew, assistant marketing manager of Innisfree said that the agency was spot on with its objective to seek greater growth in the competitive and ever-changing digital landscape, adding that it showed the ability to target the online community with engaging content and reach out to new audiences with a diversified approach.

“These appointments are especially significant for us. Amorepacific is an incredibly innovative, forward-looking brand, one that we have always wanted to work on. To be working with three of their key brands simultaneously is an incredible honour. The chemistry between all parties have been nothing short of spectacular, with everyone having their eyes on the same prize," Shaun Quek, group managing director, Different said.

This comes after Amorepacific Singapore appointed local social media agency, Duo Studio, as agency on record for its premium lines – Laneige and Mamonde. Duo Studio will fully manage Laneige and Mamonde’s social media platforms from content strategy, content production, media strategy, to community management.