Campaign Summary

L'Oreal Paris aimed to establish its Hyaluronic Acid (HA) Serum as the No. 1 serum in Vietnam by changing consumer perceptions and usage habits. The campaign leveraged a mix of traditional and digital media, influencer partnerships, and live ecommerce to educate consumers about HA's versatility and scientific benefits. By creating a real-life science lab experience and conducting a massive livestream marathon, L'Oreal Paris successfully simplified skincare science for mass consumers, resulting in significant sales growth and improved brand perception.

Strategy

Objective

L'Oreal Paris aimed to:

1. Diversify its product portfolio beyond micellar water
2. Establish HA Serum as a year-round skincare essential
3. Strengthen the brand's scientific credibility among mass consumers

Context

Vietnam's dynamic and competitive skincare market presented challenges in standing out among diverse competitors. Consumers were confused by complicated skincare information, necessitating a simplified, trustworthy approach to skincare education.

Target Audience

The campaign targeted two main consumer groups:

1. New skincare users who follow influencer recommendations
2. Skincare-savvy consumers seeking to enhance their routines with trustworthy information

Creative and Media Strategy

The campaign focused on two key approaches:

1. Repositioning HA Serum as a multi-function product suitable for all skin types, routines, and seasons
2. Making skincare science visible and understandable through real-life experiences and simplified communication

Execution/Use of Media

The campaign was executed in three phases:

Phase 1: Awareness

• Launched hero television commercial (TVC) and digital content across Facebook, YouTube, and TikTok
• Used a mix of long and short-form content, targeted contextually to different skin needs

Phase 2: Inspiration

• Created the first-ever Hyaluronic Lab, a real-life science experience
• Engaged 100 skin experts and 6,000 audience members through experiments and product testing
• Implemented lab-inspired retail displays

Phase 3: Conversion

• Leveraged diverse influencer portfolio including dermatologists, beauty key decision makers (KOLs), and ecommerce opinion leaders
• Conducted a 1,200-hour non-stop livestream marathon on TikTok with 300 KOLs
• Executed relentless livestream hackathons on Shopee and Lazada

Budget allocation:

• 80 percent mobile
• 20 percent smart TV

Business Impact

The campaign achieved remarkable results:

• Ranked No. 1 in serum category across online and offline channels in Vietnam (H1 2023)
• Total HA Serum sales increased four times in Q1 2023 versus Q1 2022
• 300 percent growth in total L'Oréal Paris Serum sales by end of H1 2023
• Secured strong No. 1 Skincare brand position on Shopee and Lazada in H1 2023
• Highest awareness scores among mass serum brands (two times the category norm)
• 35 percent trial rate in H1 (1.5 times the category norm)
• Significant boosts in brand attributes:
• "Anti-aging" plus seven points
• "Advanced technology" plus nine points

The campaign set new standards for consumer engagement and real-time sales conversion in the Vietnamese skincare market. L'Oreal Paris successfully inspired the skincare community by making science visible and understandable to everyone. The campaign's innovative approach to simplifying skincare science and leveraging live e-commerce has positioned L'Oreal Paris as a pioneer in the industry, potentially influencing future marketing strategies in the region's competitive beauty market.