2. Table of Contents
Summary
Analyze the PR current situation in Asia Pacific
area by each brands
- Laneige, Sulwhasoo, Mamonde
Problems
Recommend Improvement
Summary
Q&A
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3. Summary
Client: Amore Pacific (Korea Beauty Brand)
Starting research to find out PR situation and problems
of three main brands in Amore Pacific around Asia
Pacific area. Also, give suggestions to improve those
problems.
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4. Current PR Situation in Asia
Pacific
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Brands Country Official Website & SNS Features
Sulwhasoo China, Singapore
Official Website : China
SNS : China (Weibo)
Run a Sulwhasoo Spa
(China)
Laneige
China, Singapore,
Malaysia
Official Website : China, Singapore,
Malaysia
SNS : Malaysia, Singapore
(Facebook), China (Weibo)
• Official website and SNS
with different languages
• Makeup events by
professional makeup artists
• Waterdrop Pop Game.
Mamonde China
Official Website : China
SNS : China (Weibo)
5. Problems
Lack of using magazines and news as a PR media
Lack of offline PR
Just translate the Korean to their own languages
Invalid meaning
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6. Improvement
Not only depend on Korean celebrities but also develop different
online PR and offline PR.
Offline PR :
PR events that customers can actually participate.
Targeting the 20’s customers.
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7. Online PR:
Media PR with each countries’ celebrities and language
Create short animation or flash mob
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8. Increase PR using news and magazines
- Major media in Beauty Industry (Top 3)
a. Singapore
① Her World Magazine
② Nuyou Magazine
③ Cleo Magazine
b. Malaysia
① Marie Claire Magazine
② Glam Magazine
③ In Trend Magazine
c. China
① Vogue Magazine
② Vivi Magazine
③ Jasmine Magazine
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10. Summary
Need creative online and offline PR
PR using News and Magazines channel should
increase as much as using social media.
Right PR strategy for each countries.
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