Mumbai: Digital agency Filter Coffee Co. has bagged the digital media mandate for homegrown beauty marketplace, Vanity Wagon.

The agency will be in charge of designing and managing Vanity Wagon's digital and social media communications while curating custom-tailored strategies that are ‘on-brand’ and ‘on-trend’.

“The agency’s strategy to achieve desired objectives is by creating great thumb-stopping content that makes this association one of its kind. We look forward to effective campaigns for our brand to achieve the desired output that makes a difference,” said Vanity Wagon co-founder and CEO Prateek Ruhail.

Filter Coffee Co. founder Anuja Deora added, "We are thrilled to be entering into a partnership with Vanity Wagon, which operates across multiple verticals to pave the way for relevant, compelling, and customized concepts to connect with its target audience. To elevate our association, we'll use a tailored and upbeat content marketing approach backed with our robust production capabilities to ensure the brand is on top of the latest digital trends."

Vanity Wagon is a platform that aims to introduce people to the safe, effective, genuine, and non-toxic beauty and personal care products. The brand’s vision is to replace regular off-the-shelf products with natural and organic alternatives that are safe for one’s skin and the environment.

Filter Coffee announced the addition of the beauty marketplace to its growing portfolio of notable brands across categories that include Olay, L’Oreal, Nykaa, Starbucks, Herbal Essences, Japanese beauty brand Bioré, Nature’s Basket, Forest Essentials, Caudalie, Kelloggs, Yakult and Protinex (Danone International), Benefit Cosmetics, Biolage, Kiehl’s India, AptaGrow, to name a few.