xây dựng kế hoạch truyền thông marketing tích hợp cho thương hiệu la roche posay của tập đoàn loréal giai đoạn tháng 10 2023 12 2023

OVERVIEW MARKET 2.1 Overview of the skincare market in Vietnam [1] Vietnamese consumers are increasingly placing more emphasis on aesthetics and health, leading to rising demand for cosm

CHO THƯƠNG HIỆU LA ROCHE-POSAY CỦA TẬP ĐOÀN L'ORÉAL

NHẬN XÉT CỦA GIẢNG VIÊN

(Ký, ghi rõ họ tên) Bằng số Bằng chữ

TP Hồ Chí Minh, ngày … Tháng … Năm 2023 Giảng viên

BẢNG PHÂN CÔNG VÀ ĐÁNH GIÁ TỶ LỆ ĐỘNG GÓP CỦA THÀNH VIÊN

Table Of Contents

1 REASON FOR CHOOSING THE TOPIC 1

2 OVERVIEW MARKET 1

2.1 Overview of the skincare market in Vietnam [1] 1

2.2 Consumer trends in skin care cosmetics in Vietnam [2] [3] [4] 4

3 INTRODUCING LA ROCHE-POSAY PRODUCTS 5

3.1 Overview of L'Oréal Group 5

3.1.1 General Introduction to L'Oréal Group 5

3.1.2 Introduction to L'Oréal Vietnam and its formation history: 6

3.2 La roche-Posay products 6

3.2.1 The name "La roche-Posay." 6

3.2.2 Design of La roche-Posay Product Line 6

3.2.3 La roche-Posay Product Lines 7

3.2.4 Pricing and Distribution 7

4.1.2 Understanding the Target Customers 12

4.2 Affirming the Benefits for the Target Customers 12

4.3 Brand Positioning - The Unique Differentiation: 13

5 BRAND COMMUNICATION CAMPAIGN 14

6.3.1 Description of Target Customers 23

6.3.2 Psychology and Buying Behavior 26

LIST OF PICTURES

Figure 1-1 Frequency of using skincare products by demographic 2

Figure 1-2 Average monthly spending on skincare products, 2019 3

Figure 1-3 The distribution of cosmetic sales among different age group and region, 2019 4

Figure 1-4 Import of essence by country, 2019 4

Figure 1-5 TVC of "Nhìn sâu, hiểu thấu" campaign 15

Figure 1-6 TVC media post of "Nhìn sâu, hiểu thấu" campaign on fanpage 16

Figure 1-7 Posting with La roche-Posay 18

Figure 1-8 Livestream series "Nhìn sâu, hiểu thấu" campagin 18

Figure 1-9 Pr post of Fanpage Comic Strip 19

Figure 1-12 "Nhìn sâu, hiểu thấu điều bạn kể" sharing contest 21

Figure 1-13 Volunteer activities 22

Figure 1-14 Teaser TVC of "ill" Sắc campaign 30

Figure 1-15 Media post of "ill" Sắc campaign 31

Figure 1-16 Post Vietnamese Women's Day 32

Figure 1-17 TVC of "ill" Sắc campaign 34

Figure 1-18 Banner of talk show "Iu" da đừng để da "ill 38

LIST OF TABLES

Table 1 Customer profile 23

Table 2 Detailed plan of PR articles phase 2 35

Table 3 Detailed schedule of events 38

Table 4 Detailed of Pr Post/ Article phase 3 39

Table 5 KPI phase 1 40

Table 6 KPI phase 2 41

Table 7 KPI phase 3 42

Table 8 Budget Phase 1 43

Table 9 Budget Phase 2 44

Table 10 Budget Phase 3 46

Table 11 Timeline phase 1 48

Table 12 Timeline phase 2 49

Table 13 Timeline phase 3 50

Table 14 Risk of phase 1 51

Table 15 Risk of phase 2 52

Table 16 Risk of phase 3 52

1 REASON FOR CHOOSING THE TOPIC

Parallel to the continuous development of the era, the demand for beauty and skincare among consumers is increasing Along with these changes comes fierce competition among domestic and international cosmetic brands Nowadays, to capture customers' attention, these products need a price that matches their quality and requires businesses to shift users' focus to the market Vietnamese consumers are increasingly focusing on aesthetics and health, leading to a surge in the use of cosmetics and skincare products According to the global market research company Mintel, the total value of the cosmetics market in Vietnam is currently around 2.63 billion USD and is projected to grow at a rate of 3.32% annually until 2027 Among them, skincare products are the most popular, with over 60% of consumers using them daily

Recently, the market research company Q&Me released the results of a survey in 2022 targeting women aged 16 to 40 in the two major cities of Ho Chi Minh City and Hanoi regarding their beauty spending habits According to the survey, 93% of women aged 25 to 32 use skincare products daily It is evident that cosmetics have now become essential products in the daily lives of consumers, especially women

To attract customers amidst thousands of giants in the cosmetics industry, apart from superior quality, businesses must also launch specific communication campaigns that resonate with the insights of their target customers, so as not to be "extinguished" in this fierce battlefield

In this subject, our group has decided to choose the topic "Developing a communication plan for La roche-Posay products of L'Oréal Group in the Ho Chi Minh City market (from October to December 2023)" to continue the previous successes of La roche-Posay We aim to provide strategies and communication plans that can increase the brand's visibility, enhance customer loyalty, stimulate consumer purchases and product usage, as well as boost revenue, maintain, and expand the company's market share

2 OVERVIEW MARKET

2.1 Overview of the skincare market in Vietnam [1]

Vietnamese consumers are increasingly placing more emphasis on aesthetics and health, leading to rising demand for cosmetics and skincare products According to global market research company Mintel, the total value of the cosmetics market in Vietnam is currently around 2.63 billion USD and is predicted to grow at an annual rate of 3.32% until 2027 Among these products, skincare items are the most popular, with over 60% of consumers using them daily

Skincare products have become an essential necessity in modern life:

Recently, market research company Q&Me released the results of a 2022 survey targeting women aged 16 to 40 in two major cities, Ho Chi Minh City and Hanoi, regarding their beauty spending habits According to the survey, 93% of women between the ages of 25 and 32 use skincare products on a daily basis They primarily purchase these products through three main channels: brand stores, health & beauty retail chains, and e-commerce platforms On average, Vietnamese women spend 436,000 VND per month on skincare products The most commonly used skincare items are facial cleansers (77%), makeup removers (66%), sunscreen lotions (45%), moisturizers (37%), toners (36%), and serums (28%)

Figure 1-1 Frequency of using skincare products by demographic

Source: VIRAC, Q&Me The revenue of the skincare and cosmetics industry in Vietnam:

According to the 2022 overview report of the beauty industry in Vietnam on various commerce platforms by the e-commerce data platform Metric.vn, the beauty industry, on average, generated a monthly revenue of over 1,500 billion VND and sold nearly 17 million products The demand for this industry remains consistent throughout the year, with relatively minor fluctuations in revenue across different months However, the highest revenue was recorded in November and December 2022, reaching over 1,600 billion VND The majority of high-revenue brands in this industry come from South Korea, China, the USA, Japan, and other countries

e-The Q&Me report reveals that the average spending on skincare products ranges from 101,000 to 200,000 VND, followed by the range of 200,001 to 300,000 VND This is a positive fact considering that the average per capita income in Vietnam is around 5,000,000 VND per month, indicating that consumers are willing to invest in skincare products despite their income level

Figure 1-2 Average monthly spending on skincare products, 2019

Source: VIRAC, VSO

According to the data from the market research company AMR, the scale of the skincare products market in Vietnam was 989.7 million USD in 2021, and it is projected to reach 1,922 billion USD by 2027, with a compound annual growth rate (CAGR) of 11.7% from 2021 to 2027

Distribution channels for skincare products:

According to Euromonitor, 68.1% of skincare products are distributed through physical stores, followed by non-store channels The main distribution channels are retail stores like Sammi Shop, Coco Shop, Guardian, as well as stores located in shopping centers and brand outlets

In line with the general trend of e-commerce, the prevalence of traditional distribution channels may decrease due to the emergence of new channels such as authorized online stores, social media-driven online shops, or platforms facilitated by dermatologists The demand for online shopping has also increased, rising from 57% in 2019 to 63% in early 2020 Online shoppers are more willing to spend when they come across promotions on online platforms and when they see positive reviews from previous users

Figure 1-3 The distribution of cosmetic sales among different age group and region, 2019

Source: VIRAC, Q&Me

2.2 Consumer trends in skin care cosmetics in Vietnam [2] [3] [4]

Demand for luxury brands:

Imported luxury brands such as Shiseido, Estee Lauder, and Nuskin continue to experience robust growth in value due to the increasing average income and higher living standards Surveyed individuals have strong faith in the quality of these premium brands and are willing to invest in expensive high-end skincare products

Figure 1-4 Import of essence by country, 2019

Source: VIRAC, GDVC Products with natural origins:

Skincare products with health-beneficial and environmentally friendly natural ingredients are gaining more popularity The emphasis on safety in choosing and using beauty products is becoming increasingly important Nature-inspired brands like The Body Shop, L'Occitane, and Innisfree, which use safe ingredients, are being favored Asian consumers are showing a growing interest in organic and cruelty-free products

Online consumption:

More and more consumers are opting to purchase skincare products online, making buying cosmetics through e-commerce channels a common and convenient practice Online platforms have become the primary source of information Shopee, Tiki, and Facebook are the three largest online channels at present

CBD-infused product lines:

CBD, short for Cannabidiol, is a naturally occurring compound known for its relaxation and calming effects According to a year-end 2021 survey by Korea Research Opinion Poll, 50% of participants reported feeling worse, stressed, and fearful even with positive pandemic developments Consequently, beauty products that help alleviate stress are expected to gain significant traction in the near future

3.1.1 General Introduction to L'Oréal Group

 Headquarters: The Eugène Schueller Center in Clichy, Hauts-de-Seine, near Paris  Net Profit: 4.6 billion euros (in 2021)

 Website: https://www.loreal.com/vn/

L'Oréal S.A is a French multinational corporation specializing in personal care products, with its headquarters located in Clichy, Hauts-de-Seine, and a registered office in Paris It is the world's leading company in the cosmetics industry, focusing on hair color, skincare, sun protection, makeup, fragrances, and hair care products

On July 30, 1909, a 28-year-old chemist named Eugène Schueller founded the Société Française de Teintures Inoffensive pour Cheveux (French Safe Hair Dye Company) The

current owners are Françoise Bettencourt and her descendants, who hold nearly 33.2% of the company's shares, with their estimated assets exceeding 75 billion US dollars as of 2020

3.1.2 Introduction to L'Oréal Vietnam and its formation history:

 Headquarters: 10th Floor, Vincom Building, 45A Ly Tu Trong Street and 72, Ben Nghe Ward, District 1, Ho Chi Minh City

 Hanoi Branch: 9th Floor, Gelex Tower, 52 Le Dai Hanh Street, Le Dai Hanh Ward, Hai Ba Trung District, Hanoi

L'Oréal Vietnam's products are available nationwide through a diverse distribution network, including supermarkets, pharmacies, hair salons, and rapidly developing e-commerce platforms This enables us to provide the best quality, effective, and safe beauty products to meet the diverse and limitless beauty needs and desires of Vietnamese women and men

3.2 La roche-Posay products

3.2.1 The name "La roche-Posay."

La roche-Posay pharmaceutical skincare (officially known as La roche-Posay Laboratoire Dermatologique) was established in 1897 as part of the L'Oréal Group The name La roche-Posay was derived from a village in Vienne, France This village is renowned for its famous thermal spring water, which has been discovered since the 14th century It is from this village that La roche-Posay draws its inspiration and primary ingredients for their products

3.2.2 Design of La roche-Posay Product Line

The packaging design of La roche-Posay products is characterized by its simplicity, intuitiveness, and professionalism The brand's packaging focuses on delivering information clearly while ensuring excellent product protection

La roche-Posay's packaging often features a white or cream-white color scheme, creating a sense of cleanliness and professionalism The brand logo, "La roche-Posay," and product information are typically placed on the front and center of the packaging The typography used is simple and easily readable, often in blue or black, to provide contrast and readability

A notable aspect of La roche-Posay's packaging design is the emphasis on providing information about the main ingredients, benefits, and usage instructions of the product This information is often printed directly on the packaging or may come alongside in an accompanying product manual

Overall, the packaging design of La roche-Posay's product line exudes professionalism, simplicity, and a focus on delivering essential information to consumers

3.2.3 La roche-Posay Product Lines

La roche-Posay offers three main product lines: 1 Facial Skincare Products

2 Body Skincare Products 3 Makeup Products

All La roche-Posay products undergo a rigorous development and testing process, ensuring safety and effectiveness for users, especially those with sensitive skin

Below are four representative product lines of La roche-Posay: 1 The Anthelios - Sunscreen for Facial Protection

2 The Toleriane - Care for Sensitive and Acne-Prone Skin 3 The Effaclar - Acne Skincare

4 The Lipikar - Care for Dry Skin

3.2.4 Pricing and Distribution

Regarding pricing and distribution, please visit the official website or authorized retailers for detailed information

Pricing

La roche-Posay is a premium skincare brand specializing in dermatological care As a result, their products tend to have higher price points compared to regular skincare brands The pricing strategy of La roche-Posay focuses on showcasing the high quality of their products and the value they bring to consumers

Distribution

 Direct Distribution:

Direct distribution involves selling products directly from the brand to the end consumers While not a completely novel approach for many brands, La roche-Posay utilizes direct distribution to bring their products from the brand's headquarters in France to the hands of consumers This tactic requires significant time and effort but allows the brand to have greater control over the information conveyed to end consumers, ensuring quick and accurate messaging to future customers

 Indirect Distribution:

Indirect distribution is a popular approach chosen by many brands due to its convenience and high effectiveness With indirect distribution, brands often opt to sell products through intermediaries such as shopping centers, convenience stores, pharmacies, or e-commerce platforms The advantage of this method lies in the product's coverage reaching the hands of consumers, as the brand uses the company's and other brands' networks to advertise and sell its products This approach has proven successful for La roche-Posay as well Currently, their products are available in various locations, and the brand is present in over 50 countries, recommended by many dermatologists However, a drawback of indirect distribution that should be acknowledged is the significant influence wielded by distributors Hence, high discounts and lower profit margins become challenges that La roche-Posay must continually address in their distribution strategy

3.3 STP

3.3.1 Segmentation

La roche-Posay segments the market based on specific skin care concerns and needs Market segments may include acne-prone skin, sensitive skin, dry skin, bacterial skin issues, and other skin-related concerns

Other segmentation factors include age, gender, and income La roche-Posay may focus on targeting customers ranging from teenagers to middle-aged individuals with medium to high incomes

3.3.2 Targeting

La roche-Posay targets customers with specific skin care needs and a desire to use quality products Their potential customers may include individuals with specific skin concerns such as acne, sensitive skin, dry skin, seeking specialized skin care solutions

high-3.3.3 Positioning

La roche-Posay positions itself as a specialized, high-quality skin care brand recommended by dermatology experts The brand emphasizes providing effective, gentle, scientifically researched skin care products, particularly for sensitive skin and other skin-related issues

La roche-Posay also positions itself as a trusted skin care brand with credibility among consumers and dermatology experts alike

3.4 Competitors

3.4.1 Competitive Pressure

 Direct competitors of La roche-Posay include Vichy Both brands have similarities in the characteristics and functionalities of their products The ingredients in their products are relatively gentle and mild, with a focus on catering to sensitive skin

 Vichy also targets customers with sensitive or problematic skin However, Vichy tends to run more advertising campaigns and frequent promotional programs to reach customers compared to La roche-Posay

 Vichy's product line is competitively priced compared to La roche-Posay, but this does not significantly impact customers' brand choice

3.4.2 Customer Pressure

 According to statistics, the Cosmetics industry ranks third in consumer spending (after Food & Beverage and Fashion) The presence of numerous renowned skincare products in the Vietnamese market intensifies competition in the industry This exerts pressure on companies regarding pricing, packaging, and product quality

 In today's society, consumers are increasingly concerned about product quality, skin safety, and the benefits that products bring during usage This requires companies to continuously innovate and develop to meet customer demands

 Due to differences in physical conditions and lifestyles, the impact of products on each customer's skin varies Consequently, diverse opinions regarding product effectiveness cannot be avoided

3.4.3 Supplier Pressure

 Each product has its unique ingredients For skin care products, the main components are often chemical compounds, moisturizing ingredients, and exfoliants

 For La roche-Posay, the key components in their products are natural mineral water, which contains many beneficial compounds for the skin The brand also uses exclusive formulas that provide effective soothing and antioxidative properties Therefore, sourcing does not pose a major issue for La roche-Posay, as they have it well addressed

3.4.4 Potential Competitor Pressure

 For small-scale businesses, there are opportunities to enter the industry and cater to niche markets On the other hand, large-scale companies need significant capital investment, business experience, and brand promotion campaigns to attract consumers  Customer loyalty is a strong factor affecting new businesses It takes significant time and investment to build customer loyalty For an established brand like La roche-Posay, with a reputable presence in the Vietnamese market over the years, customer loyalty is already established and forms a target for the brand

3.5 SWOT Analysis

3.5.1 Strengths:

 Strong Brand Reputation and Recognition: La roche-Posay is a renowned global cosmetics brand under the ownership of L'Oréal L'Oréal has been present in the Vietnamese market since 2007, along with various well-known brands, including La roche-Posay These brands are trusted and highly regarded by Vietnamese consumers, contributing to La roche-Posay's positive reputation and expanding its market share worldwide

 Safe Dermatological Products: With the motto "A better life for sensitive skin," La roche-Posay prioritizes gentle and mild ingredients for sensitive skin Their products are recommended by thousands of dermatologists for their effectiveness

 Utilization of Advanced and Exclusive Formulas: La roche-Posay collaborates with top dermatologists, resulting in exclusive beauty technologies that enhance the effectiveness of their products

 Products Suitable for All Skin Types, Including Sensitive Skin

3.5.2 Weaknesses:

 Pricing: La roche-Posay's products are positioned at a medium-to-high price range

 Limited Advertising and Promotion: La roche-Posay's advertising and promotion efforts are not extensive, and the brand relies heavily on dermatologists' recommendations instead of directly reaching out to customers This limited exposure affects their brand image and market reach

 Intense Competition from Asian Brands  Lack of Eye-Catching Product Design

3.5.4 Threats:

 Strong Advertising Efforts from Competitors

 Consumer Mindset and Price Sensitivity: Customers may opt for skincare products that better fit their budget and may not be willing to spend a significant amount on skincare products

 Intense Competition from Multiple Competitors

4 BRANDING CAMPAIGN 4.1 Brand Positioning Strategy

4.1.1 Mission

In 1975, a pharmacist named Rene Layer founded the brand La roche-Posay Laboratoire Dermatologique (hereafter referred to as La roche-Posay) with a mission to create skincare products recommended by dermatologists for their patients The brand's foundation is built on three pillars: Safety, Effectiveness, and Simplicity

With the aim of catering to even the most sensitive skin types, La roche-Posay goes beyond traditional cosmetics The brand's experts focus on research and innovation to develop products that meet various skin care and treatment needs, tailored to each skin type's specific characteristics

Embracing the slogan "A better life for sensitive skin," La roche-Posay consistently strives to produce skincare products with gentle and mild ingredients for the skin

4.1.2 Understanding the Target Customers

Consumers are becoming increasingly savvy and discerning when it comes to choosing skincare products They seek products that not only enhance beauty but also offer deep prevention benefits, safety for health, and eco-friendliness This has led to the emergence of dermo-cosmetics or pharmaceutical skincare

Dermo-cosmetics combine the characteristics of cosmetics and pharmaceuticals They not only beautify but also treat and restore the skin The pharmaceutical skincare market is becoming a consumer trend due to its numerous benefits:

1 Safety: Pharmaceutical skincare is committed to and certified for its safety for both skin and health Harmful substances are entirely eliminated, ensuring no damage to the skin

2 Cosmetics Functionality: Pharmaceutical skincare not only enhances beauty but also treats and repairs skin damages They provide nourishment and boost the skin's immunity from within

3 Pure Ingredients: Pharmaceutical skincare avoids harmful or allergenic substances The product structure is gentle and easily absorbed by the skin

4 Superior Advantages: Pharmaceutical skincare is safe for all skin types, including sensitive and problematic skin This is why more and more people are switching from cosmetics to pharmaceutical skincare

The Vietnam skincare market is rapidly developing, though still smaller compared to other countries in the region There are numerous skincare stores in Ho Chi Minh City and other cities, along with a growing trend of online shopping Consumer demand for skincare products is increasing, especially for skincare and makeup products

Vietnamese consumers maintain daily skincare routines and are willing to spend on skincare products They often buy skincare products online to find affordable prices and read product reviews Online purchases usually occur every 1-2 months

4.2 Affirming the Benefits for the Target Customers

As the nation has faced the challenges of the pandemic, Vietnamese consumers have become increasingly concerned about health and beauty care Consequently, the use of pharmaceutical skincare has gained popularity recently This beauty trend is considered safe, gentle, and effective, as these products are thoroughly researched, formulated, and tested like

pharmaceuticals Amidst the fierce competition in this emerging market in Vietnam, La Posay's pharmaceutical skincare is seen as a "savior" for acne-prone or sensitive skin due to its high safety and effectiveness Notably, the brand is highly recommended by leading dermatologists A significant factor contributing to La roche-Posay's reputation is its collaboration with numerous top dermatology experts This partnership has led to the creation of exclusive beauty technologies that significantly enhance product efficacy

roche-One of the standout technologies is the NETLOCK sun protection technology This innovative technology ensures that the sunscreen spreads evenly on the skin and forms an invisible, uniform "shield." This shield provides better protection against harmful UVB and UVA rays, safeguarding the skin from damage Additionally, La roche-Posay is renowned for its improved Glyco Micellar technology, which delivers exceptional deep cleansing results

The key ingredients in La roche-Posay's products are sourced from natural mineral water, rich in skin-friendly minerals This exclusive formula contributes to the brand's ability to care for, soothe, and effectively protect the skin against oxidation The products also contain safe extracts such as Panthenol (Vitamin B5), Madecassoside, Niacinamide, ZinC Gluconate, Aqua Posae Filiformis, which are expertly formulated using advanced technologies for optimal absorption and efficacy Moreover, most La roche-Posay products are fragrance-free and do not contain parabens, alcohol, or impurities, ensuring a comfortable, non-irritating experience for the skin

Throughout the research and production process, all products undergo close monitoring and evaluation by leading dermatology experts The product line is created using Mexoryl SX technology, which offers superior protection against both short and long UVA rays Before being introduced to the market, La roche-Posay products undergo rigorous clinical trials to ensure the highest quality skincare for customers

4.3 Brand Positioning - The Unique Differentiation:

With the motto "A better life for sensitive skin," La roche-Posay prioritizes choosing gentle and mild ingredients suitable for sensitive skin types The brand's unique differentiation lies in the ingredients used in its products La roche-Posay's products are extracted from the natural spring water of La roche-Posay, which is rich in selenium content This spring water results from rainwater percolating through chalk layers, forming a natural reserve of selenium This rock is an antioxidant and a trace element that enhances cellular metabolism La roche-Posay is 100% hypoallergenic, oil-free, and contains high concentrations of active ingredients

The brand has conducted numerous clinical studies for their products, which are recommended by over 25,000 dermatologists in more than 80 countries La roche-Posay has chosen a precise direction by collaborating with dermatologists worldwide to develop and invent skincare products that cater to the needs of patients and consumers

Globally renowned for its various facial skincare product lines, La roche-Posay has also expanded its offerings to include body care and makeup products

1 Facial Skincare Product Line

 Products for oily and acne-prone skin (Effaclar)  Products for skin restoration and anti-aging  Sunscreen products

 Products for sensitive skin (safe for children's use) 2 Body Care Product Line

3 Makeup Product Line

5 BRAND COMMUNICATION CAMPAIGN

Campaign: "Nhìn sâu, hiểu thấu”

5.1 Advertising

5.1.1 YouTube TVC

TVC Name: "La roche-Posay - Nhìn sâu, hiểu thấu"

Content: This TVC features four girls with skin that is not considered beautiful by current standards They are ordinary individuals, not famous celebrities, nor do they have a big influence like other KOLs Despite their "imperfect" skin, it does not diminish the value of the stories they share and the things they do Through this video, La roche-Posay aims to encourage customers to see the true beauty hidden within each person The perceived flaws of the skin and external appearance bring forth an inherent inner beauty

Duration: 1 minute 06 seconds

 Lan Phuong, a medical student with acne-prone skin full of red marks due to prolonged wearing of medical masks

Broadcast Date: September 14, 2021

Figure 1-5 TVC of "Nhìn sâu, hiểu thấu" campaign 5.1.2 Facebook

The official La roche-Posay fan page also shared the video "La roche-Posay - Nhìn sâu, hiểu thấu," which garnered 47K reactions, nearly 700 comments, over 600 shares, and 3.4 million views - an outstanding level of engagement for the brand's fanpage

Figure 1-6 TVC media post of "Nhìn sâu, hiểu thấu" campaign on fanpage

5.2 KOL/Influencers and Popular Fanpages

In today's digital age, with the increasing popularity and influence of social media, using KOLs (Key Opinion Leaders), influencers, and popular fanpages to promote campaigns is not only a trend but also an essential factor for businesses to quickly reach and interact with their target customers La roche-Posay has recognized this and successfully applied it in their campaigns

Beauty Blogger Trinh Phạm:

 Trinh Phạm is one of the most well-known and beloved beauty bloggers among young people today With her trendy, fresh, and simple yet charming makeup style, she quickly captures the attention of the online community and becomes a prominent figure Trinh Phạm's makeup taste not only reflects her personality but also conveys a message of self-confidence and self-respect

 Notable Achievements: 1.22 million followers on YouTube and over 500 thousand followers on TikTok

Beauty Blogger An Phương:

 An Phương, with her adorable round face, has won the hearts of young people with her cheerful, humorous personality, and impressive makeup skills that rival those seen in magazines She not only shares in-depth knowledge of skincare and makeup but also provides many safe and effective natural skincare methods

 Notable Achievements: 310,000 followers on Facebook and 323,000 followers on Instagram, listed as one of the top 10 favorite beauty experts

Influencer Ninh Tito:

 Ninh Tito is a familiar name in the Vietnamese YouTube community He is known for being a pioneer in the field of food review anywhere he goes Always appearing with a cute image and a humorous yet affectionate voice, Ninh Tito has a large and dedicated fan base

 Notable Achievements: 302,000 followers on Facebook, 840,000 followers on YouTube, 240,000 followers on Instagram, Top 4 Influencer Asia 2017

Dr Võ Thị Bạch Sương:

Dr Võ Thị Bạch Sương is one of the most accomplished dermatologists in Ho Chi Minh City at present She is known not only for her high level of expertise but also for her reputation in treating challenging skin conditions Dr Sương frequently appears on television in seminars and skin consultations

PR Activities:

Livestreams, Q&A sessions, and information sharing to introduce the features and benefits of La roche-Posay products to customers

Sharing personal stories as a motivation for others, posting pictures with La roche-Posay products

Figure 1-8 Livestream series "Nhìn sâu, hiểu thấu" campagin

Fanpages Comic Strip:

La roche-Posay has collaborated with popular Fanpages with high followings to promote the "Nhìn sâu, hiểu thấu" campaign

- "Chị Chị Em Em" Fanpage: 1.1 million followers - "Một chút cute" Fanpage: 1.1 million followers - "Diệp Bích Thy" Fanpage: 670k followers - "Có Dì Dui Hông?" Fanpage: 334k followers

PR Activities:

Figure 1.7 Posting with La roche-Posay Figure 1-7 Posting with La roche-Posay

Creating engaging and humorous stories to attract the attention and interaction of young people, as well as increasing brand awareness

5.3 Promotions

5.3.1 E-commerce Promotions

With the aim of experiencing and discovering the true beauty within the skin and transforming lives into a better and more beautiful state, La roche-Posay has partnered with Shopee to launch a special promotion called “Nhìn sâu, hiểu thấu, ưu đãi hàng đầu"

 Enjoy up to 42% off on La roche-Posay's best-selling products  More than 3000 attractive gifts included with hot deals

 Get a chance to receive a Livestream Voucher worth 99k for orders over 800k Exclusive Golden Hours (only on 20/09):

- 9AM - 12PM: Receive the miraculous Effaclar Duo(+) 40ml acne cream

- 9AM - 12PM & 3PM - 6PM & 8PM - 12AM: Gift 3 Steam Irons worth 1 million VND for the top 3 highest orders

This program is applicable for customers purchasing La roche-Posay products on Shopee Duration: From September 18, 2021, to September 20, 2021, with limited quantities of gifts available

Figure 1.9 Pr post of Fanpage Comic Strip

Figure 1-9 Pr post of Fanpage Comic Strip

5.3.2 "Nhìn sâu - Hiểu thấu điều bạn kể" Sharing Contest

Contest Content:

Share your own story about the difficulties you faced with skin issues such as acne, dark spots, oily skin, large pores, etc (Share your feelings, negative comments you received, and how it made you feel pressured and tired)

Share your current skin condition and any changes in your life (if any)

General prize for all valid entries, each prize includes:

01 voucher worth 40k for orders over 350,000 VND when shopping at the official La Posay Vietnam store on Shopee (voucher valid from September 13, 2021, to October 31, 2021)

roche-03 First Prizes, each prize includes:

 1 La roche-Posay Skincare Set worth 3,000,000 VND  1 Online consultation session with a dermatologist 10 Second Prizes, each prize includes:

 1 Effaclar Gel 400ml and Effaclar Duo+ 40ml Acne Skincare Set worth 905,000 VND

Figure 2.Error! No text of specified style in document.-10 E-commerce promotions Figure 1-10 E-commerce promotions

 1 Online consultation session with a dermatologist 15 Third Prizes, each prize includes:

 1 Cicaplast Baume 100ml Acne Recovery Skincare Set worth 350,000 VND

Contest Period: From 21:00 on September 16, 2021, to 23:59 on September 30, 2021

5.4 Volunteer Activities

Amidst the third wave of the COVID-19 pandemic in Vietnam, the "Nhìn sâu hiểu thấu" campaign has garnered widespread media coverage Demonstrating concern for the current situation of the pandemic and respecting the contributions of healthcare professionals at epidemic hotspots brings positive value to the brand

La roche-Posay is proud to stand alongside Trung Son Pharmacy in supporting the frontline in the fight against the pandemic Over 2,000 mineral water sprays and medical gifts have been provided by La roche-Posay and Trung Son Pharmacy to support the frontline workforce in their epidemic prevention efforts This may be a small contribution, but it carries significant

Figure 2.2 "Nhìn sâu, hiểu thấu điều bạn kể" sharing contest Figure 1-11 "Nhìn sâu, hiểu thấu điều bạn kể" sharing contest

meaning, as it equips doctors and staff with the necessary supplies, reduces fatigue, and boosts their morale to fight against and push back COVID-19

6 CREATIVE DIRECTION 6.1 Context:

In today's era, the use of pharmaceutical skincare products has been gaining increasing attention from many people This also means that the global pharmaceutical skincare market, including Vietnam, is witnessing intense competition among various brands such as Eucerin, Paula's Choice, Bioderma, and others Therefore, to attract customer attention and enhance brand recognition, La roche-Posay needs to design creative and impressive advertising campaigns

Moreover, with the fast-paced lifestyle nowadays, consumers tend to choose products that optimize time while still meeting their needs Recognizing this, La roche-Posay has launched the "Vibrant Radiance" campaign to elevate brand recognition and convey to customers that their products can fully meet their needs

6.2 Communication Objectives:

- Enhance brand recognition and increase consumer interest in the products

- Generate excitement and curiosity to encourage consumers to explore the products - Strengthen the attribute of a "meaningful message" to position the La roche-Posay brand - Help customers understand the deep nourishing features of the La roche-Posay pharmaceutical skincare line

- Create a profound narrative through the campaign to bring the products closer to consumers

Figure 2.3 Volunteer activities Figure 1-12 Volunteer activities

 Individuals with sensitive skin: La roche-Posay specializes in producing gentle and non-irritating products for sensitive skin Therefore, those with easily irritated or sensitive skin towards chemical ingredients often turn to this brand

 Individuals with skin concerns such as acne, oily skin, or dry skin: La roche-Posay offers a range of skincare and treatment products tailored to common skin concerns like acne, oily skin, and dry skin People with these issues often seek specialized products to address their specific concerns

 Individuals interested in scientific and in-depth skincare: They possess knowledge about skincare ingredients and understand their impact on the skin They often seek products containing beneficial and non-irritating ingredients, which are effective in addressing their skincare needs

Table 1 Customer profile

Customer Profile

Group 1 Group 2 Group 3

Men and women in adults ages