Background and aim
Korean skincare and cosmetics brand, Innisfree, wanted to build and champion the Serum category in Malaysia’s skincare industry. While the country’s beauty industry had grown more competitive over the years, the sub-category was still in its infancy. In research conducted by VML Malaysia for Innisfree’s The Green Tea Seed Serum GTSS, the majority of respondents asked what a serum was.
As Innisfree’s social media agency of record, VML...
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