Bates scoops Korean cosmetics brief

The company is reportedly looking to reposition itself to reinforce its presence in the competitive mid-range cosmetics market. According to a statement from Bates, the next campaign will take “a holistic communications approach with full consideration of the target audience’s multiple touchpoints”. Tony Moly products are aimed predominantly at younger consumers.

The agency’s managing director, Heyyoung Jang, noted that differentiation was a critical factor to success. Jang said that to achieve this, “we are to identify and develop a sharper brand personality out of beauty-conscious consumers’ insight, rather than just sticking to what the brand offers.”

Tony Moly launched in 2006 with the proposition of premium quality products within an affordable price range. In addition to women’s skincare, make-up and haircare, the company offers men’s skin-whitening creams and sleeping packs. It has a range of over 200 products and operates 90 stores nationwide.