Title BLM 12 | Vòng 2 | Vương Ngọc Bảo Châu ✅

Age Location 19 years old (Sophomore) Hanoi Capital Region Monthly budget 5-7m VND Skincare experience 2 years Skincare items Makeup removal Cleanser Moisturizer Sunscreen Meager annual growth LET’S MEET LY A TYPICAL LIGHT COSMETIC USER WITH OILY SKIN!!! Product: Perfect-all-kill functions LOOKING AT DEAR, KLAIRS UNSCENTED TONER... pH balance Instant moisturizing Skin soothing Extra cleansing for better absorption HOWEVER Promotion: Dear, Klairs (and many toner brands) focus on “Instant hydration” & “pH balance” for dry and sensitive skin. Unscented Toner needs to communicate the function that works for all skin types as it has positioned itself. Source: Buzzmetrics 2022 Cleansing is the most basic skincare need for all skin types ROOM TO WIN DISCOVER LY’S DAILY SKINCARE ROUTINE *evening: *morning: Keeping my face clean and sebum-free is my priority in a skincare routine and I always do 2-step cleansing with makeup removal followed by facial cleanser. If I skip one of those cleansing steps; my face does not feel clean; which prevents me from applying any other products afterward or feeling confident, especially when I’m out in public. GET the Oily Skinners in the age of 15-23 who haven’t added Toner to their skincare routine start using Toner in their daily routine as the 3rd cleansing step after makeup removal and facial cleanser educating them the function of “Removing residual impurities” after facial cleansing when using Toner. TO BY Transforming TONER from a nice-to-have addition to an indispensable third cleansing step of one’s skincare routine.
358,000 sales quantity Nov 2023-Jan 2024 150% 537,000 sales quantity Nov 2024-Jan 2025 40% sales quantity from new TA KOL-KOC Instagram Livestream and TikTok series “3 bước sạch sâu” (with shoppable videos) Tiktok video series IG live series Objective: raise awareness about the 3-step cleansing routine and increase product presence via shoppable links on videos Partners: Beauty gurus (Tiktok video) and celebrities (IG Live) Channel: TikTok; Instagram KPI: 15M reach Objective: Change customers’ awareness about the role of Toner in facial cleansing and encourage customers to adopt 3-step cleansing with Toner as the closing step. Business goal breakdown: 02 Black Friday (29th November) trial bundles Objective: increase the consumption of Unscented toner trials as the 3rd step in the 3-step cleansing routine Bundles: buy 1 makeup removal + 1 cleanser of partnering brands/ Dear, Klairs at discounted price + 1 free sample of Unscented Toner Partners: Makeup removal & cleanser brands KPI: 150,000 trial bundles sold 03 End-of-year sales - 3-step cleansing COMBO Objective: amplify the purchase of Unscented toner Combo details: buy a combo pack of 3 cleansing products from Dear, Klairs or other brands (Unscented Toner included) with discounts Time: Mid Dec 2024 - Late Jan 2025 KPI: 215,500 COMBO sold 40% 35% 25% Offline beauty retailers (Guardians...) E-commerce Social Commerce Marketing goal: Communication goal: 01 Remove consumers’ misunderstanding about the role of Toner and educate them about the 3-step cleansing Encouraging consumers to experiment with 3-step cleansing by launching trial bundles to inspire them to start using Unscented Toner Amplify their purchasing decision with Dear, Klairs Unscented Toner Soundtrack “3 bước sạch sâu” on TikTok sound and Capcut template (Dear, Klairs x PHÁO) Objective: Spread the 3-step cleansing via music platform to raise awareness and encourage engagement via UGC content TikTok sound Capcut Template KPI: 5M reach; 500k UGC content Timeline: 1st Nov - 21st Nov Estimated budget: