In today's digital era, consumers are bombarded with an overwhelming amount of content, ranging from insightful to misleading. This deluge makes it challenging for individuals to discern accurate information, especially in fields as nuanced as skincare. The complexity of skincare regimens, coupled with a general lack of awareness on how to use products effectively, adds another layer of difficulty for consumers striving for optimal results. Moreover, the scarcity of expert advice leaves many navigating the intricate world of skincare without a compass, leading to misinformed decisions and unsatisfactory outcomes.    

A detailed analysis reveals that while the beauty industry's engagement points are plentiful and varied—spanning social media, brand initiatives, and real-life events—the Vietnamese market exhibits a particular gap: there's a notable shortage of real-life events catered to end consumers. Most events target Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), sidelining the very individuals who benefit most from direct, experiential learning opportunities. This gap underscores an urgent need for spaces where consumers can immerse themselves in new technologies and experiences, broadening their understanding of skincare in a tangible, impactful way.    

Recognizing this need, as the leading premium mass brand in Vietnam, we propose a novel approach to consumer engagement. Our strategy involves hosting events that cater not only to KOLs and KOCs but also to the wider consumer base. These events will serve as a dynamic platform for education, demonstration, and interaction. By bringing together beauty tools for testing, we aim to showcase the science and research behind our products, demystifying their efficacy and usage. Consumers will have the opportunity to try products firsthand, facilitating informed purchasing decisions.

Additionally, by incorporating elements of entertainment, such as music and workshops, into these events, we transcend traditional marketing approaches to create a holistic 'shoppertainment' experience. This innovative fusion not only enriches the consumer's journey but also fosters a deeper connection with the brand, paving the way for informed and satisfied users who can confidently navigate the beauty landscape.    

In summary, through these meticulously designed events, we aspire to empower consumers with the knowledge and tools they need to make enlightened skincare choices. By addressing the critical gaps in skincare education and experience, we aim to elevate consumer engagement to new heights, transforming passive users into informed advocates and influencers within the beauty community.

In the glamorous world of beauty, the distinction between illusion and reality is often blurred by the dazzling effects of cosmetics. However, Lam Mai Son, a venerated beauty icon from Paris, decided to challenge this narrative by emphasizing the science underlying beauty products. This case study explores the creative journey and strategic implementation of a campaign that sought to demystify skincare through the lens of science, culminating in an innovative partnership with L'Oréal Paris.    

Concept Development  

The campaign's genesis was deeply rooted in Lam Mai Son's philosophy that beauty should be an amalgamation of science and luxury. The concept was to illuminate the scientific foundation of skincare, thereby empowering consumers with knowledge and debunking the myth that beauty is solely an act of magic. The central message, "It's not magic, beauty comes from science," served as a beacon for the campaign, highlighting the importance of transparency, rigorous testing, and expert validation in skincare products.    

Integration of Science and Skincare Freedom  

The creative team embarked on a meticulous process to merge the seemingly disparate worlds of science and skincare. By delving into industry insights, the team uncovered a growing consumer demand for products with clear origins, comprehensible ingredient lists, and demonstrable efficacy. This revelation shaped the campaign's narrative, portraying skincare as a deliberate and informed choice rather than a serendipitous discovery.    

Creative Execution  

Lam Mai Son's campaign was a masterclass in branding and message integration. The Lamaison logo, renowned for its elegance and simplicity, was subtly reimagined to incorporate scientific motifs. This redesign not only refreshed the brand's visual identity but also reinforced the campaign's core message.    

The pinnacle of the campaign's creative execution was the collaboration with L'Oréal Paris, a brand synonymous with beauty innovation. Together, they crafted exclusive invitation cards for the Lamaison event, beckoning users to experience the confluence of technology and skincare firsthand. These invitations were not mere passes but symbols of the campaign's dedication to demystifying beauty science.    

Adaptation and Implementation  

Adapting the lofty idea into a tangible campaign required meticulous planning and a multi-faceted strategy. The team deployed an array of digital and physical touchpoints to disseminate the message. Social media platforms buzzed with educational content, expert discussions, and behind-the-scenes looks at product development, making science accessible and engaging.    

The Lamaison event itself was a testament to the campaign's ethos. Interactive exhibits, live demonstrations, and expert panels transformed abstract scientific concepts into tangible experiences. Attendees could witness the meticulous process of product testing, engage with the scientists behind their favorite skincare formulations, and immerse themselves in the brand's commitment to transparency and efficacy.  

Lam Mai Son's campaign not only elevated the brand's image but also ignited a conversation about the importance of science in beauty. By dismantling the mystique of skincare and highlighting the rigorous processes behind product creation, the campaign fostered a more informed and discerning consumer base. This case study exemplifies how a well-conceived idea, rooted in brand philosophy and consumer insight, can be transformed into a compelling campaign that challenges industry norms and reshapes consumer perceptions.

To amplify the event and build the connection plan effectively, we will leverage a comprehensive four-phase approach focusing on media and social channels. The aim is to maximize reach, engagement, and participation, ultimately driving sales during the event. Each phase targets specific objectives and employs tailored strategies to engage different segments of the audience, from the general public to key opinion leaders (KOLs) and key opinion consumers (KOCs).    

Phase 1: Massify the Science Story  

Objective: Build passive and active awareness about the event, laying a foundation for trust and excitement.    

Media Cross Touchpoints: Utilize a mix of digital and traditional media channels to ensure a strong reach (80%) and heavy frequency (7 times per week across platforms) to build passive awareness. This includes social media ads, TV spots, radio mentions, and digital billboards.  

Active & Trigger with Massive KOLs: Develop a new strategy emphasizing the role of KOLs in this phase, focusing on beauty gurus as the primary source of influence. Their role is to build trust and confidence among mid-tier KOLs/KOCs.  

Recruitment & Collaboration:  

KOLs/KOCs: Recruit KOCs with a strong relationship to the brand for the event as strategic partners to amplify the message on a mass scale.  

Social Community Pages: Collaborate with social community pages known for place reviews to attract lifestyle or non-skincare users.  

Retail Partners: Develop schemes with retail partners to incentivize consumer participation in the event.  

Content Flow: Start with broad announcements about Lamaison and inspirational content from KOLs who visited Lamaison, followed by hints and previews of event activities. This will be supplemented by social community recommendations for must-visit places and event entertainment highlights.    

Phase 2: Unveil the Science Behind  

Objective: Educate and intrigue the audience about the science behind the products or services being showcased.

Educational Content: Produce high-quality, informative content explaining the science behind the products, highlighting the innovation and research involved. This content will be distributed through blogs, social media posts, and educational videos.

Interactive Sessions: Host live Q&A sessions with scientists and product developers to engage the audience and address their questions in real-time.  

Phase 3: Bursting the Science Myth  

Objective: Address misconceptions and reinforce the credibility of the science behind the products.    

Media & Social Advocacy: Implement a bursting strategy with mass scale and frequency across touchpoints, starting D-5 of the event. This includes leveraging media channels and social advocacy to create buzz.  

Social Media Boom: Aim for a social media explosion with up to 2000 posts from 600 profiles, significantly amplified by TikTok content creators through a collaboration with TikTok.  

Retargeting Campaigns: Employ retargeting technology to remind and encourage users to attend the event, reinforcing messages about the science behind the products.  

Phase 4: Booming the Science  

Objective: Maximize visibility and engagement, driving sales during the event stage.    

Online & Offline Activities: Combine online marketing efforts with offline collaborations, particularly with retail partners, to ensure maximum visibility.  

O+O Livestream: Host a live stream at the event, integrating online and offline experiences (O+O) to engage both attendees and those who cannot attend in person.  

Amplification Tactics:    

Hashtag Campaigns: Create and promote event-specific hashtags to track and boost social media engagement.  

Influencer Takeovers: Arrange for influencers to take over the brand's social media accounts on the day of the event, providing live updates and behind-the-scenes content.  

User-Generated Content: Encourage attendees and participants to share their experiences and thoughts on social media, using the event's hashtags to aggregate content.  

By executing this four-phase plan, we aim to build a strong connection with our target audience, amplify the event on the largest scale possible, and achieve our objectives of educating the audience, addressing myths, maximizing event participation, and driving sales

Unprecedented Engagement: The campaign was a resounding success,  

• No1 ranking first in social post rankings: 4000 posts  

• No1. Share of influencer: 30% with 2000 influencers from nano- VIP  

• No1.share of engagement: 5m engagement/month  

• No1.share of views: 300m views (100m confirm Brand KOCS network)  

Brand Lift Survey Performance: Achieved double the performance in brand lift surveys, indicating a significant increase in brand recognition and favorability.  

Brand Perception:  

• Impressive Luxury: Perception as an impressive luxury brand increased by 3 points compared to the previous year.  

• Trustworthiness: Saw a 1.2-point increase in being perceived as trustworthy compared to the previous year.