KOSÉ Singapore picks social media agency

KOSÉ Singapore has picked Arcade for social media duties for its three-month campaign, which will run until 12 January 2018. This includes strategy and content creation with the aim to attract a younger consumer base for the KOSÉ SEKKISEI series of skincare products.

In a statement to Marketing, Arcade’s spokesperson said a closed door pitch was held in July 2017 and there was no incumbent on the account, as communications were handled by KOSE’s marketing team. Work by Arcade first rolled out when the company launched the “Brighten Up” campaign on 16 October 2017. The spokesperson added that the bulk of Arcade’s work lies on Facebook and Instagram, with below-the-line in-store extension.

According to a press statement, KOSÉ, a 71-year old Japanese skincare brand steeped in history, had over the last few years failed to resonate with a new generation of younger consumers. As such, the agency is launching a campaign, called “Brighten Up”, which aims to encapsulate product benefits as well as the “feel-good nature” of the social media campaign.

This is built around four streams of content which look to present a multi-faceted brand personality to resonate and connect with young women. This sees the inclusion of light-filled portraits of ambassadors, layered with feel-good messages which are designed to capture the beauty of brightness both inside and out.

The campaign also features inspiring ideas to brighten up a bad day and aims to be a nod to the daily grind and stress, from exams, relationships to first jobs. This is coupled with easy tips to help optimise the skincare routine to achieve bright supple skin. In addition, the campaign also features bite-size storytelling of couples, friends, mothers and daughters bonding over the sensorial experience of skincare, as well as before and after transformation classics.

Through trend and consumer research, it was determined by the agency that the use of the term “brightening” was more aspirational than “whitening”. In addition, Millennial women prefer natural or organic beauty products.

“We have created a new image for the brand that speaks the language of young millennial women whilst injecting plenty of good vibes and cheer into their daily regimen in a light-hearted way,” Gary Tranter, Arcade, founder and CCO.

“Arcade won us over with their beautiful creative direction that retains the soft, feminine side of the brand. We are confident this new look will resonate with younger women,” Delcinea Lee, marketing executive at KOSÉ Singapore.

Last year, KOSÉ Singapore launched a digital campaign called “Wake Up Beautiful” which introduces its new Herbal Gel product by asking users to upload their customised portraits. The campaign was created by Hakuhodo Asia and inspired by rising stress-relief activities such as the adult-colouring book craze, the campaign especially tailored to young women of the mobile generation.

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