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
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.
OVERVIEW MARKET
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 e- 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
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
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
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
Consumer trends in skin care cosmetics in Vietnam [2] [3] [4]
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
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, 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
Products that target reducing wrinkles, diminishing dark spots, and combating signs of aging are consistently among the top beauty trends, not only for 2022 but also for the coming years.
INTRODUCING LA ROCHE-POSAY PRODUCTS
Overview of L'Oréal Group
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 Franỗaise de Teintures Inoffensive pour Cheveux (French Safe Hair Dye Company) The current owners are Franỗoise 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
Website: https://www.loreal.com/vi-vn/vietnam/
Established in the middle of 2007, L'Oréal Vietnam quickly became a leading beauty company in Vietnam
To date, L'Oréal has introduced 10 beauty brands into the Vietnamese market across four product categories: Premium Brands (Lancôme, Yves Saint Laurent, Kiehl's, shu uemura), Consumer Products (L'Oréal Paris and Maybelline New York), Professional Haircare (L'Oréal Professionnel and Kerastase), and Dermocosmetics (Vichy and La roche-Posay)
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.
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:
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
4 The Lipikar - Care for Dry Skin
Regarding pricing and distribution, please visit the official website or authorized retailers for detailed information
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
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 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.
STP
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
La roche-Posay targets customers with specific skin care needs and a desire to use high- quality products Their potential customers may include individuals with specific skin concerns such as acne, sensitive skin, dry skin, seeking specialized skin care solutions
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.
Competitors
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
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
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
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.
SWOT Analysis
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
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
Increasing the Use of Advanced Technology
Expanding into New Market Segments
Leveraging the Trust of Dermatologists' Recommendations
Expanding Social Media Presence to Reach More Customers
Growing Interest in Skincare among Young Consumers
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.
BRANDING CAMPAIGN
Brand Positioning Strategy
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
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.
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 roche- 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
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.
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
Products for oily and acne-prone skin (Effaclar)
Products for skin restoration and anti-aging
Products for sensitive skin (safe for children's use)
BRAND COMMUNICATION CAMPAIGN
Advertising
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
Phuong Hoang, who suffers from a thyroid condition affecting her skin but maintains a positive and inspiring attitude towards life
TikToker Le Thuy, who often faces criticism about her appearance due to skin imperfections
Tran Chau, who has sun-damaged skin that is not favored by many, yet she volunteers to support pandemic prevention in Ho Chi Minh City
Lan Phuong, a medical student with acne-prone skin full of red marks due to prolonged wearing of medical masks
Figure 1-5 TVC of "Nhìn sâu, hiểu thấu" campaign
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, hi ể u th ấ u" campaign on fanpage
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
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
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
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
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
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
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.
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
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)
Step 1: Share your skin story in the comment section below with the hashtags
Step 2: Tag 2 of your friends, then take a screenshot of your contest entry and send the image via inbox to La roche-Posay fanpage to receive a 40k voucher for orders over 350k on Shopee
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 roche- Posay Vietnam store on Shopee (voucher valid from September 13, 2021, to October 31, 2021)
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.
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, hi ể u th ấu điề u b ạ n k ể " sharing contest Figure 1-11 "Nhìn sâu, hi ể u th ấu điề u b ạ n k ể " 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.
CREATIVE DIRECTION
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.
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
Target Audience
La roche-Posay is a renowned skincare brand recommended by dermatologists worldwide Its customer base can be both male and female, spanning all ages and hailing from various countries Common characteristics among La roche-Posay customers include a preference for scientifically researched products that are gentle on the skin, non-irritating, and contain natural ingredients They also appreciate simplicity and effectiveness in their daily skincare routines
La roche-Posay customers can be grouped into the following categories:
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
Features Young individuals in the age of adolescence, high
Men/Women in the labor force
Men and women in adults ages school students, and college students
Income Low, depend on parents High-Average income
Concerned and conscious about social issues
Influenced by trends, opinions of family and friends, and media (e.g., beauty trends on TikTok)
Concerned and conscious about health and physical beauty
Prefer radiant and youthful- looking skin, and a healthy appearance
Favor products with natural ingredients
Prioritize brands that offer expertise in skincare and cater to their specific skin types, especially in terms of recovery properties They are likely to develop a bond with products they have used over a period of time
Sought benefits Achieve healthier and more radiant skin, feel relaxed, and gain self- confidence
Maintain healthy skin, experience relaxation, and boost self- confidence
Enhance skin condition, combat aging, and boost self-assurance
Loyalty There is a tendency to switch to more affordable products
They are loyal to one or a few brands that have previously served them
They are loyal to a specific brand that has served them well and used for a long time well and used them
Pricing sensitive High Seek products with lower prices that are suitable for their income
Average Look for premium products over mass-market ones
Low Seek optimal and premium products
Perspective of the Target Customers:
The perspective of La roche-Posay's target customers revolves around seeking high- quality, safe, and effective products for their skin The target customers of La roche- Posay are often individuals with sensitive skin, prone to irritation, or facing skin issues such as acne, eczema, dryness, oiliness, hyperpigmentation, and other skin concerns
These target customers are particularly concerned about using skincare products that are non-irritating, free from fragrances, or other potential irritants They also look for products containing moisturizing, antioxidant, and antibacterial ingredients to soothe and balance their skin
La roche-Posay's target customers also often desire advice and support from dermatology experts and sales staff to help them choose suitable products and achieve the best results for their skin
Customer Concerns About the Products:
Customers typically consider the following factors when evaluating La roche-Posay's products:
Effectiveness: Customers are concerned about the product's ability to improve their skin issues With La roche-Posay, products are often developed and verified by dermatology experts, giving customers confidence in the efficacy of the brand's offerings
Natural Ingredients: Another important factor customers care about is the presence of natural ingredients in the products La roche-Posay has committed to using high-quality ingredients with exclusive technology, which are non-irritating and suitable for sensitive skin
Advanced Technology: Customers are interested in La roche-Posay's application of advanced technology to provide high-quality and effective products This technology may include the use of specific active compounds, specialized formulas, and advanced skincare technology
Safety and Sensitivity: La roche-Posay specifically develops products for sensitive skin, so customers are concerned about the safety and suitability of these products for their skin type
User Reviews: Customers often care about the experiences of other users with the products They consider online reviews, feedback, and expert evaluations to gain an overall perspective on the product before making a purchase
In today's world, the majority of consumers are concerned about their skin and strive to maintain its healthiest state Skin issues are something most people have to face, and the market is flooded with numerous cosmetic options, making it challenging for consumers to make choices Therefore, customers often place their trust in dermatologist-recommended skincare products, believing in the expertise of those knowledgeable in this field They desire effective dermatological products, not only because they are safe and gentle but also because of the high quality and efficacy these products deliver
- Priority trend in choosing products with good quality, well-known and popular brands Customers are particularly concerned about non-irritating, gentle ingredients
- Seek the benefit of finding products that provide a full range of options, from cleansing, and moisturizing to targeted treatments, catering to all their skincare needs
- Shopping channels include purchasing directly from authorized retailers and online platforms
- On average, spending 5 to 8 hours per day on the internet (usage may extend depending on work nature)
- Allocating at least 2 hours daily to using smartphones for product research
- Often browsing e-commerce platforms: Shopee, Lazada, TikTok shop
- Spending an average of 3 hours or more per day on social media platforms: Facebook, Instagram, TikTok, Youtube
- Paying attention to product reviews and feedback from other customers on fan pages or e- commerce platforms
- This customer group shares the common characteristic of being busy and having limited time for relaxation and self-care
- They have a special interest in products that optimize their skincare routine while ensuring healthy and beautiful skin.
Insight Analysis
According to the 3C model, which includes Category Truth, Brand Truth, and Consumer Truth, we have:
- Category Truth: Skincare products, in general, and pharmaceutical cosmetics, in particular, play a crucial role in daily life, especially for women
Pharmaceutical cosmetics not only have therapeutic effects but also nourish the skin
- Brand Truth: La roche-Posay
La roche-Posay is a reputable and trusted brand in the skincare industry
The brand has long developed high-quality skincare products, especially for sensitive skin
La roche-Posay is committed to researching and developing advanced technology to bring effective and safe products to customers
- Consumer Truth: Understanding and analyzing the target customers
Customers are always living busy lives with work and daily activities
Even after a long and tiring day, they still want to care for and restore their skin's health
Customers need an effective and reliable skincare product to maintain and rejuvenate their skin's health after a hectic day
They desire products that save time while providing a comfortable and gentle experience after use
=> Insight: After a long working day, customers feel tired but do not want to neglect their skincare routine, as their skin has been exposed to pollution and dirt They seek effective, gentle, and reliable facial skincare products while also looking for time-saving solutions in their skincare routine.
Approach Strategy
Facts about the skincare product consumption trend:
With the increasing living standards and beauty demands, the cosmetics industry has seen significant growth Currently, it is not difficult to find skincare enthusiasts who possess a complete set of products for a comprehensive routine According to Mintel, a market research company based in London, the Vietnamese cosmetics market was valued at 2.3 billion USD by the end of 2018 This is a promising market, as the middle-class population in Vietnam is expected to reach around 33 million people in 2020 (according to the General Statistics Office) The skincare market's revenue has been continuously increasing over the past two decades, making Vietnam an attractive destination for many international cosmetics brands
For office-going women or busy individuals, the concept of "deep skincare" is highly suitable Currently, over 50% of the population works in offices, and the Millennials generation (aged 25-38) and Gen Z (aged 18-24), collectively known as Millennials-Z, account for 47% of the country's population (according to the General Statistics Office) They are always occupied with work or "overloaded learning," leaving little time for skincare However, their beauty needs remain a priority as they recognize the importance and necessity of looking beautiful Based on the data and information, deep and minimalist skincare products have strong potential to thrive in this customer segment The swift and effective products from La roche- Posay will minimize time and maximize skincare results, providing the best experience for customers
La roche-Posay affirms its position as a pharmaceutical skincare brand that provides deep skincare effects while saving time La roche-Posay aims to change the perception of "time- consuming skincare" and bring healthy skin to busy individuals.
Big Idea
In this modern era of development, the role of women has undergone significant changes over the years However, along with their strength, they often face time constraints, forgetting that they also need to care for and nurture themselves Understanding their desire, along with the goal of "A better life for a sensitive skin," La roche-Posay believes it can send a gentle reminder, "Have you loved yourself today?" to independent women through its mild and gentle products
To achieve this, we have actively sought ways to convey the message in the simplest and most understandable way In English, "ill" means tired, representing the feeling of women, whether as housewives or spending their entire day outdoors However, the pronunciation of this word in Vietnamese is similar to the word "love." "Yêu sắc" means loving one's own beauty and skin
In life, women face countless responsibilities and various roles They work, take care of their families, bond with their children, and create a warm environment for their loved ones In the busy whirlwind of life, one thing to remember is self-care
As women, we tend to devote all our heart and energy to others, forgetting the most important thing - ourselves We often see self-care as selfishness, but it is, in fact, a way to maintain mental and physical health, leading to a fulfilling and balanced life in everything we do Self-care is not just about exercise and maintaining a healthy lifestyle It is also about finding time to relax, read our favorite books, engage in creative activities, and explore our own passions When we invest in our personal development, we become more confident, more capable of effectively dealing with challenges, and enjoy a more passionate life
Sometimes, we may feel pressured by society or those around us, being judged by strict standards But remember that we cannot nurture and care for our loved ones if we do not ensure our own health and happiness We deserve to receive the time and love that we give to others.
Message
Message: Phụ nữ hiện đại, chẳng ngại thời gian
Understanding and sympathizing with the busy lives of modern women, La roche-Posay introduces the "Ill Sắc" campaign to remind them to appreciate themselves and prioritize their needs Discover small ways to show care and love for yourself every day, whether it's taking a relaxing warm bath, reading a favorite book, or spending time with close friends These small actions will replenish your energy and bring balance to your life.
CAMPAIGN DETAILS AND SPECIFIC ACTION PLAN
Phase1: Triggering (1/10/2023 - 31/10/2023)
The primary goal is to increase brand awareness and attract engagement on social media platforms We aim to stimulate curiosity and draw attention to the keyword "ill."
7.1.2.1 Release Intriguing Teasers for the Upcoming Campaign
Objective: To captivate and engage consumers
- Create simple yet captivating teasers that arouse curiosity about the upcoming campaign
- Publish the teasers on the brand's official fanpage and YouTube channel
Guide consumers' thinking towards the upcoming message that the brand wants to convey
Attract interaction on social media platforms
Timeline: Starting from 7th October 2023 to 18th October 2023
Figure 2.4 Teaser TVC of "ill" S ắ c campaign Figure 1-13 Teaser TVC of "ill" S ắ c campaign
Content of media posts: Sharing about the pressures and responsibilities in the roles of profession, family, and society that women face In their careers, they struggle to balance between work and personal life, dealing with challenges of advancement, working at a fast pace, and continuous work pressure At the same time, these women also face family responsibilities, childcare, budget management, and ensuring the happiness of their families
In addition, social pressures and gender roles and multitasking expectations contribute to the tensions and anxieties in their souls Therefore, La roche-Posay will post confessions, concerns, and feelings in the lives of modern women, helping them seek understanding and support from those around them, building a supportive and empathetic community among women who journey on the path of self-realization and self-fulfillment
7.1.2.3 Organize minigame "Look at the picture guess the word"
Stimulate players' imagination and association with the upcoming message of the campaign
Prepare media coverage for Vietnamese Women's Day (20th October)
Organize a minigame on La roche-Posay's official fanpage
Figure 2.5 Media post of "ill" S ắ c campaign Figure 1-14 Media post of "ill" S ắ c campaign
Step 1: Like, share the post on the personal profile in public mode with hashtags: #illsac
Step 2: Players will comment 3 keywords related to the images provided by the organizers and tag 2 friends to join the minigame
The three players who quickly and correctly guess La roche-Posay's keywords will receive a skincare kit, including 1 facial cleanser, 1 makeup remover, and 1 sunscreen from La roche- Posay
Timeline: From 15th October 2023 to 19th October 2023
(Note: The minigame's results will be announced by the brand on Vietnamese Women's Day, 20th October)
7.1.2.4 Collaborate with popular Fanpage Comic Strips
Objective: Increase the campaign's reach on social media platforms
Implementation: Create and publish creative content related to the keywords "ill" and "iu" to generate viral engagement on social media
Timeline: From 21nd October 2023 to 31st October 2023
Thỏ bảy màu: A famous Facebook page in Vietnam, sharing comic strip illustrations with the main character named "Thỏ Bảy Màu" With humor and inspiration drawn from life and social issues, Thỏ Bảy Màu conveys positive messages and brings laughter to the online community The bright illustrations and delicate drawings depict the character's mood and emotions This fanpage is widely loved and followed on social media, becoming a source of inspiration and joy for many
Figure 2.6 Post Vietnamese Women's Day Figure 1-15 Post Vietnamese Women's Day
-Interactions: 10,000 - 30,000 reacts/post; 500 - 2000 comments/posts
Chị Chị Em Em: This fanpage shares common issues in daily life, with two sisters as representative images depicting humorous and creative situations Cute, funny, and interesting images are the elements that attract a large young community
-Interactions: 5,000 - 15,000 reacts/post, 200 - 1000 comments/post
Bà già kêu ca: This fanpage revolves around a middle-aged woman, with a plump figure, single, and has a passion for food and beauty The character of "Bà Già Kêu Ca" (The Chubby Granny) has captured the hearts of many Facebook users, especially women, because they can empathize with her She is not only feminine but also strong, not only adorable but also a bit mischievous All the content that "Bà Già Kêu Ca" shares receives a lot of love and shares because viewers feel like she is expressing their own feelings and thoughts
-Interactions: 10,000 - 15,000 reacts/post, 100 - 1000 comments/post
Phase 2: Announcing (1/11/2023 – 30/11/2023)
Reach at least 15 million people with the campaign
Imprint the campaign's message deeply in the minds of customers
7.2.2.1 Launch the TVC on YouTube
TVC Title: "ill" Sắc with La roche-Posay
Content: The TVC revolves around the lives of three typical female characters in today's busy world: a housewife, an office worker, and a senior high school student All three characters are busy with their daily lives – one is engrossed in office work, another is caught up with household chores, and the third is studying day and night At the end of the day, they always feel exhausted and drained of energy It is at these moments that La roche-Posay becomes the perfect companion, optimizing their skincare routine while ensuring effective results for the users
Character 1: A high school student facing skin problems due to late-night studying for exams
Character 2: An office worker who regularly works from early morning until late at night, leading to skin imperfections
Character 3: A housewife, who spends most of her time taking care of the family and has no time to care for herself
-Trang Lou is one of the early-generation hot girls with a cute face Though not involved in showbiz activities, she gained fame through her brother, Huyme Additionally, Trang Lou is known for her romantic relationship with her classmate, Tung Son After moving in together and having a baby, she became one of the beloved hot moms on social media Trang frequently shares adorable daily life videos as a mother of two infants, receiving a lot of love from her fans
-Notable achievements: YouTube: 475,000 subscribers and over 2 million followers on Instagram
-Known as the "hot girl of 7 languages," Khánh Vy can speak Thai, Korean, Chinese, Japanese, English, Italian, and Vietnamese Not only with impressive academic achievements, but Khánh Vy is also known for her youthful fashion style, energetic appearance, and captivating voice She brings a positive and energetic attitude to everyone she interacts with Khánh Vy has impressed young people with series such as Vy Vocab, Vy Talk, Vy Job providing viewers with practical knowledge in a natural way
Figure 2.7 TVC of "ill" Sắc campaign Figure 1Error! No text of specified style in document.-16 TVC of "ill"
-Notable achievements: 1.79 million subscribers on YouTube Khánh Vy Official, 860 thousand followers on Instagram, and 2.6 million followers on Facebook
-One of the Vloggers and Content Creators beloved by many young people in Vietnam, Giang Ơi is a representative symbol of the positive lifestyle of the young generation She not only creates appealing and creative content but also has the ability to convey deep human messages and inspire many young people Her positive and meaningful messages have changed the lives of viewers, creating a strong, interactive, and encouraging community -Notable achievements: YouTube "Giang Ơi": 1.63 million subscribers, 789,000 followers on Facebook, and 491,000 Instagram followers
Share personal stories as motivation for others and post pictures with La roche-Posay products
Specific period: From November 5, 2023, to November 15, 2023
Some KOLs will share and react to the "ill" sắc TVC with La roche-Posay
Book some KOLs like Nguyễn Thúc Thuỳ Tiên, Ninh Dương Lan Ngọc, Tun Phạm, Long Chun to increase the campaign's reach and brand recognition
Table 2 Detailed plan of PR articles phase 2
Title Orientation Channel Form Quantity Time
Posay khởi động chiến dịch “ILL sắc”
Announce the launch of the campaign and the advertising TVC
Posay - “iu” da đừng để da ill”
Convey the viral nature of hashtags
Thùy Tiên chia sẻ bí quyết chăm sóc da nhanh gọn vào những ngày bận rộn
Inspire today's young people to take care of their skin even in their busy schedules
Posay - Giải pháp cho người phụ nữ bận rộn
Provide solutions for young people during hectic days
Giới trẻ hào hứng với challenge
#3phutskinca re của La- roche posay
7.2.2.4 Challenge: "3 phút skincare" by La roche-Posay
La roche-Posay will organize a contest on the TikTok platform from November 16, 2023, to November 28, 2023
Step 1: Participants should follow La roche-Posay's TikTok channel
Step 2: Participants will upload a video with a duration of less than 3 minutes on the TikTok platform, set to public mode, and include the hashtags #3phutskincare #Challenge #illsac
Prizes structure: The organizers will evaluate based on video views and interactions
1st Prize: A set of La roche-Posay products including makeup remover, facial cleanser, sunscreen, and moisturizer
2nd Prize: La roche-Posay makeup remover and facial cleanser
5rd Prize: Voucher worth 150k applicable for purchases over 400k at La roche-Posay (Valid only in December)
Use KOLs/Influencers to promote the contest, perform the TikTok Challenge, and share videos on TikTok, Facebook, Instagram, etc., encouraging people to participate
Hot Tiktokers: Tammy, Ciin, Mỳ Ý day, Quỳnh Thy, Xoài Non.
Phase 3: Amplifying (1/12/2023 – 31/12/2023)
Leave a lasting impression on customers about the campaign's message
Maintain media activities to reach more target customers
7.3.2.1 Organize a series of Talk Shows: “Iu” da đừng đểda “ill” with La roche-Posay
Purpose: To share stories and inspire self-love even in the busiest days with young people Venue: Held at 3 universities: UFM, TDTU, VLU
December 13, 2023: University of Finance and Marketing
December 16, 2023: Ton Duc Thang University
Host: Khánh Vy, a beautiful and graceful young woman with outstanding academic achievements She has gained fame on social media for her extraordinary language skills, earning her the nickname "the 7-language hot girl." From an internet phenomenon, Khánh Vy has gradually affirmed herself as a modern, versatile, and highly skilled hot girl of the new generation, admired by many
Trinh Phạm, one of the renowned beauty bloggers in Vietnam Trinh Phạm rose to fame on Youtube, sharing beauty tips, secrets, and product reviews She boasts a massive fan base with over 1.22 million followers on Youtube and more than 500 thousand followers on TikTok
Dermatologist Expert: Associate Professor Dr Lê Hữu Doanh - Director of the Central Dermatology Hospital
University students and young people from various universities in the city
Interacting and conversing with the host and speaker
Listening to untold stories about Beauty Blogger Trinh Phạm's journey as a content creator and her skincare recovery process
Q&A session to address questions and concerns from participating university students
Interacting and taking photos with the guests
Table 3 Detailed schedule of events
1 13h-14h Check-in with the brand's handheld hashtag and banner
Figure 2.8 Banner of talk show "Iu" da đừng để da "ill"
Figure 1-17 Banner of talk show "Iu" da đừng để da "ill
2 14h-14h30 Stabilize the positions of the participants
3 14h30-15h Introduce guests and interact with the audience
5 15h30-16h15 Professor Le Huu Doanh shares knowledge and insights about skincare
6 16h15-17h Beauty Blogger Trinh Pham shares her experience as a content creator and skincare routine during busy days
8 17h30-17h45 Interact and take photos with the guests
Table 4 Detailed of Pr Post/ Article phase 3
Title Orientation Channel Form Quantit y
“ill” Sắc của La roche-Posay lại nhận được phản hi tích cực như vậy?
Affirm the success of the campaign
YAN News Kenh14 Brands Vietnam AdvertisingVietn am
Hãy cùng nhìn lại h愃nh trình đng hành cùng phụ nữ hiện đại của La roche-Posay
KPI-BUDGET-TIMELINE
KPI
Task Detail Unit Quantity Note
View/Like/Share 100.000 view/1.800 like/ 600 share
View/Like/Share 15.000 view/500 like/100 share
Post media post Posts Like/Comment/Share 1500 like/300 comment/ 150 share
Posts Like/Comment/Share 8000 like/5000 comment/ 4000 share
Post Like/Comment/Share 35.000 like/1.100 comment/ 250 share
Post Like/Comment/Share 8.000 like/ 500 comment/ 100 share
Fanpage Bà già kêu ca
Post Like/Comment/Share 6.000 like/ 300 comment/ 50 share
Task Detail Unit Quantity Note
TVC quảng cáo Broadcast on
View/Like/Share 1.000.000 view/50.000 like/ 2000 share
View/Like/Share 600.000 view/20.000 like/300 share
KOLs, Influencers Trang Lou Like 2.000 like Personal
Khánh Vy Like 3.000 like Personal
Giang ơi Like 1.500 like Personal
Tun Phạm Like 2.500 like Share
Long Chun Like 1.500 like Share
PR article Newspaper Article 6 40.000 views/ article
Performed on the TikTok platform
Tiktok posts View/Like/Share 4.000.000 view/160.000 like/2000 share
Task Detail Unit Quantity Note
Talkshow Post Like/Comment/Share 5.000 like/ 800 comment/ 600 share
Conducting live events at various school locations
PR article Newspaper Article 4 articles
BUDGET
Task Detail Unit Quantity Unit price Total cost Note
Task Detail Unit Quantity Unit price Total cost Note
Tammy Video 1 20.000.000 20.000.000 Includes content costs
Ciin Video 1 30.000.000 30.000.000 Includes content costs
Mỳ Ý day Video 1 15.000.000 15.000.000 Includes content costs
Xoài Non Video 1 25.000.000 25.000.000 Includes content costs
Task Detail Unit Quantity Unit price Total cost Note
10 3.000.000 30.000.000 Includes design and content costs
PR Post YAN News Article 1 15.000.000 15.000.000
Total cost of 3 phases: 1,654,850,000 VND
TIMELINE
Task Start date End date
Ideate content for the TVC shooting
Book actors for the TVC 15/9/2023 20/9/2023
Execute the shooting and editing of the TVC
Developing content for TVC teasers, promotional posts on
Youtube Ads for the teaser.r
Create ideas and content for the "Guess the Word from the
Publish promotional posts on the Fanpage
Word from the Picture" mini- game
Prepare prizes for the "Guess the Word from the Picture" mini-game
Announce the results of the mini-game
On air the promotional posts from the Comic Strip Fanpage
Task Start date End date
Book KOLs/Influencers and newspapers
Exchange and build content plans with
Develop ideas and content for the TikTok challenge
Broadcast TVC sharing posts from selected
Book hot TikTokers to participate in the challenge
KOLs/Influencers' posts about the campaign
Create the TikTok challenge and air TikTok clips from popular
Announce the results of the TikTok challenge
Task Start date End date
Ideate and develop content for the talk show “Iu” da đừng để da
Book MC, Speakers, and newspaper features
Reach out to universities to organize the talk show events
Contact and collaborate with agencies for design, installation, printing (handheld hashtags, banners, etc.), sound, lighting,
On Air promotional media content before the event, featuring guest appearances on the brand's fanpage and university pages
Carry out the series of “Iu” da đừng để da “ill” talk shows
Publish PR articles about the talk show events
RISK MANAGEMENT PLAN
Risk of phase 1
Encountered technical issues during the
Always have a team for equipment repairs and maintenance during the set shooting process
Actor fell sick or was busy on the shooting day
Reschedule the shooting if a key team member is absent for only one session/day, and have backup actors in case of prolonged absence
Unable to book the planned Comic Strip
Maintain a backup list of alternative Comic Strip Fanpages
Lower than expected engagement with the
Encourage employees to actively engage and interact with the campaign The number of participants in the Strong media outreach to generate interest minigame did not meet the KPI and continuous updates on social media trends
The content of the Comic Strip Fanpage's media post was not suitable for the campaign
Proactively communicate and request the removal of posts that do not align with the agreed-upon information.
Risk of phase 2
Unable to book the planned
KOLs/Influencers and newspaper features
Always have a backup list of KOLs/Influencers and newspapers
The TikTok challenge experienced a flop Encourage employees to actively engage on the TikTok platform
The posting time of certain KOLs/Influencers may be delayed
Proactively remind the influencers to post content on time
The participants in the TikTok challenge are eligible for the prize at the same level
Plan and prepare rewards for the participants.
Risk of phase 3
Unable to contact the parties for collaboration as planned
There is a contingency plan in place for
MC, Speaker, venue, newspaper, agency, etc
Media materials (hashtags, banners, etc.) couldn't be completed on time
Preparation includes having backup options for printing services to ensure timely implementation
Audio, lighting, and equipment malfunctions occurred during the talk show
Staff members are diligent in checking all aspects, with backup equipment available, and technicians on hand to address any issues promptly
The number of participants exceeded the expected level
A coordinated effort involves having a certain number of backup staff members who can support the talk show if needed
Speakers and MC arrived late There are some backup entertainment performances prepared to extend the duration if necessary
In an increasingly fierce and competitive market, maintaining the loyalty of existing customers, attracting new customers, and building trust with them are of utmost importance For the Loreal group, and especially for the La roche-Posay product, creating and implementing a communication plan is indispensable The author's team conducted an in-depth study on the
La roche-Posay product and found that it possesses remarkable advantages and has captured a significant market share in the Vietnamese consumer market Based on these findings, the proposed communication plan will support increasing La roche-Posay's sales volume, attracting more customers, and helping them understand the value that the product brings However, to achieve these objectives, La roche-Posay needs to establish multiple appropriate and tightly integrated PR strategies These strategies will contribute to building a strong brand image and fostering positive relationships with the public This, in turn, will enhance customer trust and loyalty towards the brand The main message of the “Phụ nữ hiện đại - Chẳng ngại thời gian” campaign from the "ill" Sắc campaign will be disseminated and emphasized throughout its various stages The campaign aims to help La roche-Posay achieve stronger development in the future while leaving a positive impression in the minds of consumers
By delivering an empowering message to encourage women to take care of themselves, listen to their skin, and cherish it, La roche-Posay hopes to establish a closer connection with female consumers and strengthen its market share Promoting and spreading this message along with more effective PR strategies will positively contribute to building the image and brand of La roche-Posay, reinforcing its position in the market.
