The appointment follows a pitch that involved at least one other undisclosed agency in middle of the year. Blugrapes will conceptualise social-media strategies, as well as deploying and optimising key campaigns. It will also be handling consumer engagement and management.
The business win also marks the agency’s further collaboration with the Estée Lauder Cosmetics group, with the agency handling the social media marketing duty for cosmetic brand Estée Lauder since 2010.
Ryan Lim, founder & business director at Blugrapes, said the key challenge of working on a men’s skincare brand is the understanding on the two main groups of male consumers, and tackling these groups’ needs with appropriate strategies.
“[The strategies include] those that need more education and awareness about the importance of skincare and those that already do, but have to convince that this should be their product of choice,” he said.
This month Lab Series celebrates the first anniversary of the only free-standing store at ION Orchard, as the brand is only available at departmental stores in other markets. An online sampling campaign via Facebook page is ongoing.
