Tiêu đề BLM 12 | Vòng 2 | Vương Ngọc Bảo Châu ✅

Meager annual growth Meager annual growth LOOKING AT VIETNAM COSMETICS LANDSCAPE,... 91% to-be-unlocked Source of Growth that grow the market exponentially RECRUIT NEW USERS to grow the market and the brand’s customer base disruptively. *Market size estimation 100M Vietnam population 79,5M Vietnamese cosmetic users 23,1M low users 20,9M non-users 79,52% is the penetration rate of cosmetics in VN 29% is the proportion of low-cosmetics users 91% is the percentage of those who don’t use Toner daily How large is this Category’s Source of Growth? QUESTION Who is the BRAND’S SOURCE OF GROWTH Dear, Klairs to grow the Toner segment? According to the survey of 87 respondents from 15-35 yo in Hanoi, 100% aware of Toner’s function to balance pH level 87% aware of Toner’s function to provide instant moisture 10% aware of Toner’s function to remove residual impurities 18/87 (21%) use Toner in daily skincare routine 13 have dry skin and use Toner bcs they need instant hydration after cleansing 69/87 (79%) do not use Toner in daily skincare routine 65 have oily/ oily combination/ normal skin and claim that “pH balance” or “instant moisturizing” function is unnecessary 47% VN population have oily skin Source: Buzzmetrics, 2022 11% have combination and normal skin proposition “National Toner for all skin types BRAND’S SOURCE OF GROWTH Primary: Oily skinners (the majority of VN population) Secondary: Combination skinners and normal skinners Despite being the market leader, is playing in Toner segment with low market value and annual growth; which urges the brand to as a Source of Growth
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.