L’Oreal Paris: Building the #1 serum

L’Oreal, a skincare brand, introduced the first-ever Hyaluronic Lab that simulates the brand's scientific labs to launch its serum franchise in Vietnam, reinforce awareness of the Hyaluronic (HA) Serum's No.1 worldwide position, and turn it into a multi-function serum.

Campaign details

Brand: L'OrealAgency: StarcomRegion: APAC

Strategy

Objective

60% BUSINESS RELIES ON MICELLAR WATER, AN ENTRY PRODUCT WITH LESS EXPERTISE

Despite being the No.1 mass skincare brand in Vietnam, more than 60% of L'Oreal Paris' business comes from micellar water, an entry product with less expertise. Meanwhile, the brand has an unclear footprint in Serum, one of the fastest-growing and advanced sub-categories.

HA SERUM IS #1. SERUM WORLDWIDE BUT NOT YET THE CHAMPION IN VIETNAM

Globally, our Hyaluronic Acid Serum has been proven as the No.1 Worldwide serum but not yet No.1 in VN as...

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