WELLAGE Launches in Singapore: Tilt Leads Digital Strategy for K-beauty Brand

Introduction to WELLAGE

Singapore’s dynamic beauty market welcomes WELLAGE, a Korean skincare brand renowned for its dermaceutical-grade products and minimalist aesthetics. Following a successful launch in Hong Kong, where it was recognized as the top new brand across all beauty channels by NielsenIQ, WELLAGE aims to capture the hearts of Singaporean consumers.

Partnership with Tilt

To spearhead its entry into Singapore, WELLAGE has appointed Tilt, a Singapore-based creative and media agency. Tilt will manage the brand’s content creation, social media strategy, and influencer marketing by leveraging its extensive knowledge of the beauty industry.

What Tilt Brings to the Table

• Full-scale Digital Storytelling: Tilt’s approach includes a comprehensive strategy that incorporates:
  • Pre-launch awareness campaigns
  • Influencer-driven content
  • Ongoing engagement to boost trial, traffic, and conversions

Expert Insight

Subbaraju Alluri, Regional CEO at Tilt, emphasizes the significance of entering the Singapore market:

“As someone who has led global beauty brands like P&G for over a decade, I’ve seen first-hand how brand building has evolved in Asia. The rise of K-Culture has completely redefined beauty codes.”

The K-beauty Market in Singapore

The K-beauty market is flourishing in Singapore, driven by a surge in consumer interest for Korean skincare products. WELLAGE will debut with 17 Stock Keeping Units (SKUs), exclusively available at 48 Watsons retail locations and major e-commerce platforms like Shopee, Lazada, and TikTok.

Key Reasons to Choose WELLAGE

• Dermaceutical-Grade Formulations: Innovative products designed with efficacy in mind.
• Minimalist Aesthetic: Simple yet effective packaging aligns with modern beauty consumer preferences.

Campaign Strategy for Launch

Brand Voice

Tilt plans to engage with authentic influencers who resonate with everyday consumers. Karn Singh, Group Creative Director at Tilt, elaborates:

“We’re in an era where perfection is just a swipe away. But the true breakthrough for a brand today lies in realness, not retouching.”

Influencer Strategy

• Everyday Influencers: The campaign will feature relatable voices who can connect with consumers on a personal level.
• Branded Storytelling: Stories that showcase the real-life benefits of WELLAGE products will be emphasized.

Official Launch Details

The WELLAGE campaign is set to launch in August 2023. It will roll out gradually across:

• Watsons stores
• E-commerce platforms: Shopee and Lazada
• Influencer content leading up to and following the launch

Brian Lo, CEO of Markato, states,

“We’re excited to partner with Tilt to launch WELLAGE in Singapore, riding the powerful K-beauty wave into a market that sets trends across the region.”

Conclusion

WELLAGE’s entry into the Singapore market represents a significant opportunity for both the brand and consumers alike. With Tilt’s strategic marketing efforts and an emphasis on authentic engagement, the brand is well-positioned to make a lasting impact on the K-beauty landscape in Singapore.

Discover More About WELLAGE

• Learn more about WELLAGE products.
• Explore the latest trends in Korean skincare.

Stay tuned for the launch and prepare to indulge in the best of Korean skincare!