Laneige selects Blugrapes as regional social-media agency

Under the one-year contract, Blugrapes is tasked with strategic planning, process development and counsel. It will also undertake content creation and deployment of social-media solutions across the respective regional markets, namely Singapore, Malaysia, Thailand, Vietnam and Indonesia.

“The challenge is in bringing the love and popularity that this leading South Korean brand has back home, into the ASEAN markets, which have an already highly competitive beauty industry,” Ryan Lim, founder and business director of Blugrapes, told Campaign Asia-Pacific.

The agency is currently working on a social-media project for Laneige’s annual Waterful Sharing campaign, which focuses on providing fresh and clean water to poor and underprivileged communities within Asia.