WELLAGE hired Tilt

2025 · Korean skincare and personal care

WELLAGE had a Singapore launch date, 17 products going into 48 Watsons stores and three marketplaces, and no team or creators in the country.

On the public record

The problem is documented by somebody with nothing to gain from the agency winning the work.

How we know

The remit on record is content, social and influencer marketing for the Singapore launch, building awareness before the date and supporting trial after it. The brand launched with 17 SKUs sold exclusively through 48 Watsons stores plus Shopee, Lazada and TikTok.

Who says so	MarkeTech APAC, Marketing-Interactive and Branding in Asia all carry it. The distributor's own CEO is quoted. No reach or sales number has been published by anyone. Read it
A second source	Marketing-Interactive separately carries the same appointment, names Tilt, Markato and Brian Lo, and states the remit as content, social and influencer marketing for the Singapore launch. Branding in Asia ran a third version of the story.
What the agency was asked to do	Not published as a quoted brief. On record: spearhead content creation, social media and influencer marketing for the Singapore launch, delivering a full funnel digital plan that builds awareness before launch and then supports trial and conversion in store and online.
How that happened	Neither report describes a pitch, a review or a shortlist. The appointment was made by the Hong Kong distributor Markato rather than by the Korean brand owner directly. Tilt's regional CEO frames the win around the agency's experience with global beauty brands in Asia. No rival agency is named.
How long it took	Appointment reported 7 August 2025. Brand entered Singapore July 2025, campaign rolled out through August 2025. No contract length published.
Recorded as	WELLAGE (17 SKU Singapore market launch, distributed by Markato)

Watch out for: Two separate Asian trade titles ran it on the same day, 7 August 2025, which usually means one press release rather than two newsrooms. Nobody has published a result, so any claim about how the launch performed would be invented. The counts of 48 Watsons stores and 17 SKUs come from the announcement, not from the retailer or any audited source.

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