Carat wins Amorepacific Group’s China media business

South Korean beauty and cosmetics conglomerate Amorepacific has appointed Carat as its media agency of record in China, covering all aspects of its integrated media planning and buying business across its brand portfolio, including Sulwhasoo, Laneige, Innisfree, and Mamonde.

Carat’s duties will begin in March, when it will work with Amorepacific China to drive the brand’s 2020 communication plan and deliver its core strategies. This included strengthening brand competitiveness, customer experience, and realising its omni-digital loop across all of its portfolios in skincare, cosmetics, and personal care brands.

Ang Wan-Gyn, CEO of Carat China, said: “We’re honoured to be working with such an innovative company like Amorepacific. They have always led the way with pioneering products across their portfolio. To be selected as their transformation partner gives us great confidence that we have a leading-edge offering, and team.”

A key driver of the review and appointment was the acceleration of Amorepacific’s digital transformation in China. In a statement, the group said it wanted a partner that would enhance the company’s digital capabilities and have a performance mindset to increase conversion:

“Carat’s technology, tools and people stood out. Dentsu Aegis’ strategic vision for the future matched our own, coupled with its strong grasp of the fast-changing media landscape. We have complete confidence they are the right partner to help us drive growth,” the company said.

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