Tiêu đề TA - ROUND 1.pdf ✅

Empowering Gen Z to express their TRUE COLOUR with pride current challenge CloseUp Precision Clean is the fastest-growing brand on e-commerce channels However, CloseUp holds just only 5% market share in total market Clean, CloseUp’s current demand space, is saturated and limiting growth in E-commerce channel CloseUp Precision Clean need to launch new product to unlock new demand space market opportunity Whitening is the fastest-growing(*), largest demand space in e-commerce in 2025 Rising premiumization trend in E-commerce The surge in usage of TikTok Shop and Shopee CloseUp new product’s where-to-play: Whitening demand space × Premium segment × TikTok Shop & Shopee as key selling platforms The new product is truly unique and differentiated only when it continues to embrace CloseUp’s Brand Platform: SELF-EXPRESSION & CLOSENESS consumer insight “I want to be loved for who I truly am, but in front of someone I like, fear of rejection often holds me back, so I hide parts of who I am to appear more “ideal”. Sometimes, all it takes is a spark of confidence, a brighter smile, to show up as my true self.” Introducing CloseUp Brightening as a confidence-boosting combo, superior whitening efficacy paired with 5 bold colors to campaign idea ttttrrrruuuueeee ccccoooolllloooorrrrssss Brighten up your key message deployment plan Main Strategy: Acquire entry users by both functional & emotional offerings with afforadable premium price B R I G H T E N I N G “Would you still love me... . ...and my true colors?” "LOVING EACH OTHER’S TRUE COLORS" STORY Comic-Style Hero Content Story inspiration Reference B R I G H T E N I N G “TRUE COLORS” BOOTH Launching Event Closeup x Locket collaboration Cool HIDDEN “TRUE COLORS” BADGE FEATURE It’s your 90-day-streak, let’s change your Closeup Brightening! 90-DAY “REPLACE REMINDER” FEATURE Branded Closeup photobooth in Hanoi & HCMC pedestrian streets B R I G H T E N I N G True Colors “TRUE COLORS” PHOTOBOOTH “WHAT IS TRUE LOVE?” Short Film TVC BRIGHTENING TRẮNG SÁNG TỰ NHIÊN TRẮNG SÁNG TỰ NHIÊN B R I G H T E N I N G CHO HÀM RĂNG TRẮNG SÁNG BẬT TÔNG ĐỂ BẠN T T Ự Ự T TIN TỎ MÌNH. IN TỎ TÌNH trigger awareness & engagement amplify B RIG H TENIN G TRẮNG SÁNG TỰ NHIÊN TRẮNG SÁNG TỰ NHIÊN B R I G H T E N I N G gentle yet effective cleaning in every stroke supports stain removal & antibacterial protection engineered for full-contact whitening action Silica nano-coated twisted bristles 3-Layer Bristle Technology Ultrasoft & 3X denser bristles 76,500 VND for 2pcs pack Cho hàm răng trắng sáng bật tông, để bạn TỰ TIN “TỎ MÌNH”
Others 56% P/S 22.7% COL 9.3% CloseUp 5.3% S 4% ORB 2.7% while continuing leverage aesthetic and personalized design to maximize e-commerce momentum and drive market share growth 80% YoY Growth CloseUp Precision Clean is the fastest-growing brand in the manual toothbrush category on e- commerce channels Figure 2: Price Segment / Value Sales in Ecom Premiumization and rising aesthetic demand drive CloseUp Precision Clean’s leading growth in e-commerce Figure 1: Brand/Value Sales in Ecom (in million €) Rising aesthetic & personalization demand in toothbrushes However, CloseUp Precision Clean still holds just only 5% share and must unlock new demand to scale in e-commerce 78% of Gen Z participants in the survey care about design alongside functional benefits when buying toothbrush 75% Gen Z are more likely to purchase something if it can be personalized CloseUp is the only brand leveraging aesthetics and personalization in manual toothbrushes Figure 3: Brand/Value Sales in Total Market Premiumizatrion trend in E-commerce (in million €) CloseUp holds just only 5% market share in total market Clean, CloseUp’s current demand space, is saturated and limiting growth Figure 4: Consumer Need Platform/Value Sales in Ecom CLOSEUP should UNLOCK THE NEW DEMAND SPACE While CloseUp Precision Clean is leading e-commerce growth by tapping into premiumization and aesthetic appeal, unlocking a new demand space is essential to scale market share further brand Challenge Source: Team’s survey (n=35) Source: OCAD University Reports Source: Brief Source: Brief Source: Brief Source: Brief
0 5 10 15 20 Cleaning Nature Gum Care Tooth Sensitivity Tooth Whitening Meet my expectation Not yet meet my expectation Partially meet my expectation Not yet meet my expectation Partially meet my expectation Satisfaction level Cleaning 46.5% Nature 17.4% Gum Care 15.5% Tooth Sensitivity 13.6% Tooth Whitening 7% Clean Nature Gum Care Tooth Sensitivity Whitening Kid MAT Jun'24 0 5 10 15 20 25 21.0 27.0 MAT Jun'25 Whitening is the most promising new demand space, helping CloseUp Precision Clean maximize e-commerce growth and increase brand market share Figure 4: Consumer Need Platform/Value Sales in online market Market Analysis Competitors Analysis Consumer Analysis (*) 105,77% YoY Growth of Whitening demand space Whitening is the fastest-growing(*), largest demand space in e-commerce Whitening toothbrush currently still fails to meet consumer expectations Figure 6: Customer Expectation Satisfaction by Demand Space market opportunities Whitening is still a demand space with few brands specifically focus on Figure 5: Propportion of SKUs contribution by demand space in Vietnam market % SKUs contribution WHITENING is the most promising new demand space for CloseUp to maximize its e-commerce growth Source: Brief Source: Team research & estimation Source: Brief
selling platform x price tier x consumer need PRIMARY FOCUS Sub-focus HOW-TO-WIN “SẠCH SÂU HIỆU QUẢ” proposition deep cleaning gum care set of To penetrate the whitening demand space, CloseUp should launch new products, as current offerings do not address this need, focusing on the where-to-play of Social Commerce × Premium × Whitening Social Commerce x Premium x Whitening is the fastest-growing and high-return pool TIKTOKSHOP #1 fastest-growth (+152.38%) #2 contribution (39.26%) WHITENING #1 fastest-growth (+105.77%) #1 contribution (39.63%) PREMIUM #1 fastest-growth (+52.69%) #1 contribution (52.59%) SHOPEE #2 growth (+19.8%) #1 contribution (44.81%) DEEP CLEANING #3 contribution (19.26%) GUM CARE #2 growth (+10.91%) #2 contribution (22.59%) cool design & social influence of a youth-centric brand & love platform ultrasoft, dense bristles & compact brush head affordable Premium pricing & 5 unique colors However, what Precision Clean offers is not enough to serve the whitening demand! x 3X denser bristles oval head x ultrasoft Precision Clean lacks a clear functional feature & claim addressing whitening needs (visibly whiter teeth, stains removed) CURRENT GAP: While competitors are capturing whitening demand with multi-layer bristles or ingredient-integrated features, our current flat bristle surface lacks those functional attributes. Food for thought: What key attributes must a manual toothbrush have to deliver whitening? ultrasoft, fine bristles? smart brush head design? specialized surface structure? integration with whitening-enhancing ingredients? KEY TAKEAWAY To win in this battlefield, Closeup needs to launch a NEW whitening toothbrush innovation Where-to-play