Tiêu đề BLM 12 | Vòng 2 | Bùi Tùng Dương ✅

DEAR, KLAIRS HERE WE GOOO BRIEF RECAP KEY BARRIER Dear, Klairs is currently the market leader in a low penetration category WAY-IN Therefore, the crucial task here is to recruit non-category users Dear, Klairs accounts for ~30% market share yet, toner segment has only around penetration among Vietnamese people 5% the thing is The category bottleneck itself! Source: Brief Source: Brief Source: Appendix 1 “Supple Preparation Unscented Toner is still considered nothing more than an addition “Toner is unnecessary in the skincare routine, , like splashing water” it’s a product without benefits What made the function of toner become blurred in customers minds? When brands claim the main function of toner is hydrating & moisturizing, people think it’s pointless to buy! However, toner has its irreplaceable benefits more than mere moisturizing & hydrating! E thấy toner ko cần lắm í, rửa mặt xong thì xài serum dưỡng ẩm rồi thì cần gì toner đâu! Còn cấp ẩm trong ngày thì xài xịt khoáng cho tiện nè” “T thấy toner không cần thiết, vì dưỡng ẩm đã có kem dưỡng & serum rồi, mà tác dụng còn cao hơn. Vậy cần gì toner nữa??” Remove residual impurities after cleansing Prepare the skin for better absorption of subsequent products The strong competitive edge that can not be replaced by any other cosmetic products! Excellent first step to enhance effectiveness of the whole routine HERE WE GOOO DEAR, KLAIRS HERE WE GOOO DEAR, KLAIRS which came from the conflict in benefit sought

IT’S TIME TO EDUCATE OUR CONSUMER AND BECOME NATIONAL FRIEND! Message Phasing Objective BTL Activity ATL Activity Supporting tactics Budget & KPIs Aware (Nov) Sustain & Amplify... Till the end of Q1’2025 Educate & Drive (Dec & Jan) Lead the social discussion with tons of thought-provoking question about what is the first step of your skincare routine Educate people about the unique functional benefit of toner Create engagement between Dear, Klairs & users in their skincare journey Make National Toner become the must-have item for their first step in daily skincare routine Dear Klairs Beauty Lovers Community UGC Challenge: 21-day first step with Dear, Klairs Bombard with KOLs/KOCs/Celebrities sharing: Toner is an ideal first step for skincare routine Partnership with dermatologists, Referral program, Loyalty program Interactive quizzes, mini-games, Video Challenges Booth activation at universities & office buildings, Owned channel Store activation, Shoppable video, Gift Kit, Voucher, Cross-sale, Livestream, Special Days discount 30% | 14M reach (7M in target market) Sales channel 70% | 10M reach (5M in target market), 150K trials PR articles, social seeding, hot page & community, digital ads, wifi gate ads, Owned channel Disruptive OOH Social Stunt Raise awareness about the first step in daily skincare routine Khởi đầu có Klairs, Skincare càng thấm! Deployment plan What is your first step in skincare routine? ECommerce & Social Commcerce (75%), GT (10%), MT (10%), Online channel (5%) Invite highly influential people to create a movement for toner. From that, educate mass customers on the importance of including toner in their skincare routine. Encourage customers to use toner as their first step in routine! Gifts from Dear, Klairs for winners with most interactions Build a strong connection & alongside with customers! Dear Klairs Beauty Lovers Community Objective Breakdown 150K+ trials, 12M reach! AWARENESS CONSIDER -ATION TRIAL Total TA: 15,07M 12M reach 5M consideration 150K trials 80% 33% 1% I aim to recruit the mass I hope Dear, Klairs can disrupt the whole market by changing the long-standing misperception I desire to educate the consumers in the long- term then make Toner become their must-have Be ambitious Be disruptive Be strategic