Marketing Featured Southeast Asia

Korean beauty brand MAKEHEAL taps agency Kingdom Digital for its debut in SG

Singapore – Social media agency Kingdom Digital has been chosen by South Korea-based beauty brand MAKEHEAL to mark its entry in the Singaporean market. 

MAKEHEAL’s brand of cosmetics combines scientific expertise and artistic sensibilities to create ‘transformative’ beauty products for young women. The brand was brought to the Lion City by company Alliance Cosmetics Singapore. 

Other than the flagship range, the company will be introducing to Singaporeans its sub-brands – eye makeup professional ‘EYECROWN’, trendy makeup specialist ‘T:SOME’, and skin cleansing expert ‘PEELOSOFT’. 

From MAKEHEAL’s Instagram account

Kingdom Digital has been appointed for nine months, and has already started its work with the official launch happening last 15 April. For the inaugural entry of the MAKEHEAL brand, Alliance Cosmetics has chosen social media channels as the main communication platform. 

According to Daniel Chin, MD at Alliance Cosmetics Group International, MAKEHEAL’s target audience is between the age of 16 to 34 years old.

“This group of consumers spend most of their time online and they are active social media users. Also, they tend to discover new brands and products via social platforms. Hence, it made sense for us to start with a strong social presence to engage with the consumers,” said Chin.

With the appointment of the agency, which saw it competing with two other creative firms, Chin shared that the decision to work with Kingdom Digital was spurred by the established experiences it had with beauty brands and the solid reputation that preceded the agency.

Besides MAKEHEAL, Kingdom Digital is also the agency partner for another Alliance Cosmetics-managed brand SILKYGIRL; and in September last year, it has also nabbed the account of another South Korea-origin cosmetics brand The History of Whoo.

For its remit, the agency will be responsible for social strategy and ideations, content planning and development, community management, as well as monthly reporting for MAKEHEAL’s Facebook and Instagram.

Account leads from Kingdom Digital Elaine Ewe and Yvonne Lee, jointly commented, “To set the brand apart from its competitors, we devised the unique proposition that MAKEHEAL is made with beauty consumers in mind. We will be highlighting its professional and intuitively designed products that are easy to use, which empowers women to own their vibe and celebrate their individuality. This will be reflected in the brand’s content and creative direction across social platforms,”