Tiêu đề BLM 12 | Vòng 2 | Lê Nguyễn Phương Vy ✅

MAKEUP REMOVER Balancing Skin like Balancing Life Washing your face is not enough; you need toner because it protects the skin's natural barrier and prevents bacterial invasion You need toner to balance your skin by using a foundation so nutrients can absorb better WHO TO PLAY HOW TO PLAY First time users: Just started skincare, and obviously they start by facial foam Light users: People who are already using facial foam and are upgrading to other platform products such as serums and moisturizers SERUM/MOIST- URIZER Age: 23-35 Income: 10-30M 6 BIG CITIES (Da Nang, Can Tho, Hai Phong, Binh Duong, Bien Hoa, Hai Duong) Strategic Target: Low Cosmetic Owner Sensitive skin, experiencing some problem during self-development process. Skin is under significant pressure from work-related stress, relationship- related stress, outdoor activities, and lifestyle habit The skin started to show signs of aging DEMO GEO SKIN PROBLEM FIRST TIME USERS & LIGHT USERS With the price set at 300-400K Retail Channels Low Beauty Penetration JTBD of penetration mission is how to EDUCATE CONSUMERS THE IMPORTANT OF RIGHT SKINCARE ROUTINE GT Online Channel Consumer does not realize the importance of skin care, at most they just wash their face and that's it "Makeup remover is for removing makeup. Then use a cleanser to deep clean. Apply serum or moisturizer to whiten and prevent aging. Finish with sunscreen to protect from the sun. With such a reasonable routine, why do you still need Toner? Isn’t it similar to serum, providing hydration?" Each basic skincare product has a name that points out its distinct function. Therefore, when new skincare users or light users encounter the new term 'Toner' also known as 'Balancing Water,' they find it complicated and difficult to understand its function. E-commerce MT 60% is decreasing ~31% 40% is increasing FACE CLEANSER Deep c Whitening & Aging prob. lean SUN- SCREEN THE MARKET OVERVIEW CONSUMER SKINCARE JOURNEY CUSTOMERS’ PRODUCT INSIGHT FACE WASH TONER NEXT STEPS Young adults in 23-35s rush to meet their goals but don't take time to prepare, which is essential for making their next steps more effective and higher quality. Taking the time to properly prepare like using toner after face wash is necessary to ensure that the next steps in the skincare routine yield better and more sustainable results. overall fast-paced lifestyle. immediate results and quick fixes. growth and overall result preparation step STRATEGIC APPROACH CREATIVE INSIGHT JTBD: How can Klairs explain it in the simplest way? Cân bằng Da như Cân bằng cuộc sống BIG IDEA KEY MESSAGE “Cân bằng để da Ổn định, Ổn định để da Sẵn sàng”