Hada Labo picks creative agency

Mentholatum Singapore has appointed Bluemarlin Singapore as its creative agency for its skincare brand Hada Labo.The team at Bluemarlin Singapore have been tasked with the development of a compelling brand campaign idea for 2016 to re-assert the iconic brand’s leadership in hydration in a national campaign for Singapore.Nadia Romanis, GM at Bluemarlin Singapore, said: “We are absolutely thrilled to work with a brand with such a stellar reputation for quality and effectiveness. Hada Labo is the cornerstone of the urban Singaporean woman’s skin regime. It’s a much-loved brand that any agency would be extremely proud to be associated with.”Shawn Lee, marketing manager of Mentholatum Singapore, said: “We are very impressed by Bluemarlin Singapore's commitment to understanding our brand and translating it into a very clear, well thought out strategy. We very much look forward to working together to bring to life this year’s campaign in Singapore.”