Title BLM 12 | Vòng 2 | Bùi Tùng Dương ✅

DEAR, KLAIRS LET’S DISRUPT THE WHOLE MARKET... TARGET PROFILE APPROACH & SOLUTION Gender: Both 18-34, Non-users, urban & sub-urban Have a skincare routine or about to build one All skin types, especially sensitive skin Heavily influenced by KOLs/KOCs, reviews when it comes to skincare Sizing estimated: ~15,07M > The key barrier is universal among non-users, therefore, I want to target the mass to make campaign scalable for Dear, Klairs! Barrier to entry: Do not see clearly function of toner in the routine because they think that toner is just for additional hydrating/ moisturizing Why targeting the mass? (*) (*) (*) (52% Vietnamese population in urban & sub-urban = 51,79M ~30% of them are in 18-34 = 15,54M) 97% have used skincare products before = 15,07M Source: gso.gov.vn 2023, Q&Me Vietnamese cosmetic usage 2022 let's make a bold move to bring the position of Toner back! FROM TO BY Toner is do not need item in my skincare routine Toner is must have item in my skincare routine Showcasing the unique functional benefit of toner which can not be replaced by any other products! New value proposition Toner cấp ẩm lành tính cho mọi làn da Nhẹ nhàng loại bỏ tạp chất còn dư, cung cấp độ ẩm phù hợp giúp da hấp thụ hiệu quả big idea key message An ideal first step 18-34 is the group having most interest about skincare Source: BUZZMETRICS Skincare behaviors on social networks 2022 Their typical skincare routine and toner is out of the game... For cleansing For what? For specific treatment/ needs For moisturizing For sun protecting AND CHANGE THE GAME! “I want to build a routine that includes products which truly work and offer unique benefits. I am not willing to invest on a product just for addition, like toner. Thanks!” Khởi đầu có Klairs Skincare càng thấm!