Quality, safety, and ingredients are the top 3 factors influencing the decision to buy beauty products. While self-researching seems time consuming, a number of unprofessional bloggers, counterfeit sellers… cause a disturbance of information that confuses the consumer even worse. Where to find a reliable source of information is a vital need. Wrong skincare can seriously damage health. Digging into the skincare world, so many terminologies to be learned & complex combinations of ingredients to be digested. Simplifying everything in a younger language needs some creative work. Moreover, it’s hard to visualize abstract concepts of science. Academically explain skincare theories like how most beauty experts are doing, prevent regular users from staying longer. Entertaining factors may help to maintain the viewership. It’s a real challenge!!! Despite their global reputation, L’Oréal was struggling to build a “Skincare Science” brand association to Vietnam consumers. L’Oreal Paris sees this as an opportunity to establish itself as a customer-centric cosmetics brand that serves from young millennials to adults and strengthen its core scientifically proven benefit of healthily transforming the beauty of skin day by day.

Therefore, L’Oréal has launched the “L’Oreal Skin Lab Show” campaign to build • Strong brand awareness to become the talk of the town • Increase “Skincare Science” association • Increase business results through targeted beauty products across the range L’Oreal Skin Lab Show was the 1st reality show ever that is both educational and entertaining about skincare in Vietnam. L’Oreal Caresquad composed of credible dermatologists, knowledgeable skincare experts, famous celebrities & rising Tiktokers together uncover consumers’ skincare myths by interesting scientific experiments. Caresquad’s mission was to actively provide trusted information & valuable advice on your daily skincare routine. Gamification was utilized to turn not-so-boring science into fun-to-watch activity. Many social trends were used to make it relevant to the young people. All the formulas are simplified creatively for your easy remembering.

There were 2 main types of potential skincare consumers that L’Oreal aimed to recruit: • Massive regular consumers who just entered the skincare world, followed exactly what KOLs say & had no patience to learn academically • Skincare savvy consumers who understanded basic routine and still wanted to level up, always looked for neutral & trustworthy information L'Oreal created a disruptive approach to engage different target audiences on digital platforms, with 03 phases. In the 1st phase, L'Oreal used social controversy and drama to catch consumers' curiosity For new consumers, the show's drama content was blasted out on the lifestyle & entertainment communities & KOL channels. Our first 20-minute episode on KOL's YouTube channel during Vietnam Women's Day gained 2M organic views, with over 20% of viewers watching till the end. For savvy consumers, controversial techniques or common misconceptions in skincare from the show has encouraged these people to contribute their opinions across skincare communities. In the 2nd phase, we aimed to showcase brand product efficacy in various ways. Ingredient information, efficacy tests, and practical tips were all “approved by 300 KOCs and derma experts”. In the 3rd phase, we maximize media and social technology to fulfill the consumer journey: READ X CONTEXTUAL TARGETING Using contextual targeting, L'Oreal retargeted consumers at relevant moments by hijacking "Serum/Skincare" and showing the "Skin Lab show" in news and articles with related keywords on the top 23 online sites for millennials. This approach enabled L'Oreal to inject its brand message into consumers' minds at a large scale. ENTERTAIN X BRANDED ADS CONTENT & CPAS CONTENT CREATION COLLAB Utilizing content to commerce from KOCs through Facebook and TikTok to gain social attention, we adapted the film to mobile-friendly formats for optimization on social media, using customized visuals for Instagram and Facebook story ad placements. The message "Approved by People - 300 KOCs to amplify the show” was dominated on Tiktok. L'Oreal maximized reach and frequency on social media by using spokesperson's stories in BRANDED ADS CONTENT, converting users to purchase with CPAS CONTENT CREATION COLLAB. SEARCH X USING GOOGLE SMART SHOPPING L’Oreal was pioneering in enabling search innovation in APAC by mixing campaign assets and keywords to maximize conversion via GOOGLE SMART.

Hard work pays off. After 4 months launching, innovative idea generates disruptive results: NO.1 BRAND POWER IN SKINCARE WITH STRONG ASSOCIATION OF SCIENCE • No1 brand in the skincare category with TOM has increased from 5 to 11 pts (Kantar) • BLS Awareness score 2.2X APAC benchmark • Brand Association with skin science x2 vs H1’22 (Kantar) • Dominant spontaneous awareness for making skin radiant and glowing, led by a 6pt uplift vs H1 • 1.3x uplift in all conversion rates, from TOM to PM12 trial, to using regularly and most often NO.1 TALKABLE CAMPAIGN ON SOCIAL MEDIA AND REACHED TO MILLIONS OF SKINCARE USERS • 1 million social engagements, 295k social buzz, which is 4 times higher than a normal campaign • The total campaign gained 80 million views, with a non-paid media contribution of 65%. • We also utilized thematic assets for e-commerce, resulting in a click-through rate (CTR) of 3.1%, which is 1.5 times higher than the FMCG benchmark. NO.1 BEST-SELLING BRAND ON SHOPEE ECOMMERCE SITE IN VIETNAM- FIRST TIME EVER, with impressive ROAS 917% TOTAL ONLINE + OFFLINE SALE OUT DOUBLE- & TRIPLE-DIGIT GROWTH OF SUB-CATEGORIES • Total brand sell-out +86% vs. last year, highest sell-out period ever in the last 10 year of L’Oréal Paris Vietnam. • New record for a new e-commerce channel, Tiktok shop, ranking No.5 in H&B and No.2 in skincare after just 3 months since launching. • New historical record for the UV category by 1st-time winning the UV market and gaining the No.1 share of voice on E-commerce in January 2023. • Market share increased +2.1pts, with user pool 1.3x higher than before • Penetration increased 0.9% 13.x ROI OVER TOTAL CAMPAIGN With a pioneering spirit, we not only just created the 1st reality show for the industry but also established L’Oreal Paris as a dominant player in skincare in Vietnam.