Brief for Hazeline 10X Hazeline Serum

Integrated Brand Communication

Created by: Le Khanh An

I am TIRED OF covering my body from head to toe with the same clothes

over and over & DO NOT HAPPY to be indistinguishable as all the girls

wear same cover-clothes.

I’m afraid that the sun

will darken my skin

& Yet, I feel unsecured

even though fully

covered.

WHY?

WHITENING

DARK SKIN is NOT FAVOURED by men.

Being white will attract men’s attention.

I want my skin to be white because white skin is considered beautiful.

I need a product which can ultra-effectively whitening my skin but not easily

burned in the sun and should be a healthy product.

WHY?

SERUM

Body Serum

Hair Care Serum Mass & Luxury

Face Serum

Eyes Serum

Eyes Lash Serum Nail Growth Serum Hair-removal after

Care Serum

Serum is becoming the fast trend &

they trust in high tech product care.

→ Serums are perceived as highly efficacious, highly concentrated products that are created with advanced

technology and charged at a premium price.

Why do girl love Serum?

→Serums are formulated to penetrate deeply into the skin to deliver key ingredients.

→In many cases, Serum is an ideal cure for certain type of skin problems that many moisturizers can not.

→Serum is safe to use for any age and any skin types.

The growth of serums in 3 categoriesHIGH TECH in serums

Everytime I go out, I have to cover my body with a lot of items just to make sure my

skin will not be exposed to sunlight, but in fact, no matter how much I cover, I can

not protect my skin from UV Rays and SunLight, which can easily darken my skin.

A BRAND NEW BODY SERUM

Hazeline Natural Serum with 10X concentration Pearl Extracts help your

skin to be fairer and smoother.

Serum helps to absorb 10x faster, no sticky after use.

Product Concept

I want a bright skin & seek for a ulti-effective product but I’m afraid that using whitening

body lotion will make my skin easily suntanned and thinner.

10X

Pearl

Extract

No worries in sunny days !

WHICH

PIE FOR

HAZELINE?

General Purpose Body

Care % Brand Share

(Euromonitor 2013)

18.4% 4.2%Unique Selling Points -A pioneer and an expert in creating body care

products, which can protect skin from UV rays

→ highest consumers’ demand.

-Huge budget on promotion (discount, sampling

& media marketing).

-A market leader in natural ingredients serum

in Vietnam.

-Great amount of young dynamic confident

consumers.

-Be familiar with Vietnamese market for 20

years (go along with Unilever brand).

-Lower price range

Rational Attributes -Recover dark and damaged skin cells, to be

whitened after 14 days.

-Whiten even the skin from the inside.

-Support process of recreation skin at night.

-White smooth skin, glowy, refreshing,

even-tone, không mỏng da, nice scent.

-Recreate skin cell and whiten, nourish skin

while sleeping to have smooth and glowy skin

after waking up.

Brand Personalities Confident, dynamic, strong, glamorous,

attractive, bold, young.

Natural beauty, lovely, graceful, young.

Name

Nivea Night White Firming Body

Serum

Nivea Instant White Firming Body Serum Nivea Body Intensive Moisture Serum

Price

VND 127,000/ 200mL VND 127,000/ 180mL VND 121,000/ 200mL

Packaging

Tube with twisted cap Tube with twisted cap Tube with open cap

Function

Day: Protect skin from sunlight

Night: Repair damage with

Collagen, firming skin

Repair damage, reflective micronutrients

whiten skin instantly, SPF50 & PA++

protect skin from UV rays

Vitamin E 100x and Grape Oil moisture

skin; SPF25 and PA++ protects skin

from sunlight 25x

Nivea Body Serum

Name

Hazeline Pearly White UV Natural Serum

Price

VND 99,000/ 200mL

Packaging

Tube with open cap

Function

Natural pearl extract 10x whiten skin;

protect skin from UVA & UVB rays;

full-of-life and bright skin

Hazeline serum

Emotional

...To the Secret of your Beauty

To be beautiful from head to toe is the

root to help Vietnamese girls gain inner

confidence to embark on new experience

and embrace life with more

opportunities..

Product benefits

Functional

From the Story of the

Nature…With 10x natural pearl extract, Hazeline

Pearly White UV Natural Serum will

protect your skin from UVA and UVB

rays and brighten your skin. Your skin

will not simply be naturally beautiful

but also full-of-life. You’ll no longer be

afraid of getting tanned.

Product Claim: Hazeline Pearly White UV Natural Serum, with 10x natural pearl

extract, not only protects your skin from sunlight, but also makes it naturally

bright and even-toned.

HAZELINE

PREPARE WHAT FOR THIS

BEAUTY

RACE?

Hazeline brand love key

1. Roots Strength

- Strong & well-known global brand (Unilever

is the No.1 brand owner in Rural Vietnam -

Brand Footprint 2015, Kantar World Panel -

Link)

- Strong R&D, talent human resource & wide

distribution channel

-Hazeline is one of Unilever leading brands in

Skin Care for young girls from 16 - 25

- Diverse product: Skin cleansing, facial care,

whitening body lotion, Natural Serum.

2. The People We Serve

“Natural and Dynamic, Beauty conscious,

young girls start to use skin care products,

look for a white and natural skin.

3. Human Truth

Vietnamese women always want

to have a fairly and naturally

white skin to look beautiful in the

eyes of the opposite gender, their

boyfriends and husbands

4. Purpose

Bring noticeably fair and naturally

beautiful skin

5. Product Truth

Created from potent combinations of

natural ingredients

6. Functional Benefits

Naturally beautiful fair skin.

7. Emotional Benefits

Being beautiful from head to toe will

help girls to feel more confident to

achieve better result in life.

8. Brand Discriminator

Hazeline is the only skincare

brand created from natural

ingredients

9. Brand Personality

Young, dynamic, fair-skin girl,

confident, daring, like beauty and

healthy skin.

-Be afraid of being

sensitive under the sun

-Purchase whitening

products, but not sure

of origin.

-To understand that Hazeline

products use natural

ingredients, so no longer afraid

of being tanned easily.

DO

THINK,

FEEL,

BELIEVE

-Skin will be easily

affected by sunlight

and UV rays.

-Consumers afraid that

chemical in products

may affect and make

the skin thinner.

-Think that natural serum is

better absorbed than normal

lotion and can brighten skin to

be fairer in pink tone and is

not easily affected under the

sun.

CURRENTDESIRED JOB TO BE DONE

-Get consumers of competitors and current

user to use Hazeline Natural Serum by

showing that Hazeline Body Serum is made

of Natural ingredients.

-Give consumers a noticeably fair skin and

hypoallergenic to skin, protect skin from

the sun to turn non-category user be

aware about our brand & willing to try 1 -

2 bottles/campaign period.

Covering skin by clothes, gloves, socks is time-consuming and makes me uncomfortable. I love expressing

myself, but in order to protect my skin from getting tanned, I dress the same way as other girls and

become indistinguishable.

Brand Task Map

Main Point

Bring out new functions: Whitening Skin with 10X Pearl Extract, better penetration

in skin

Communications Role

Get current user and competitive

user to upgrade/try new Hazeline

Natural Serum for whitening skin

with no worries in affection to

sunlight.

Insights

I want a bright skin & seek for a

ulti-effective product but I’m afraid

that using whitening body lotion will

make my skin easily suntanned and

thinner.

Reason to believe: 10X pearl concentration of natural pearl extracts & Fast

absorbing whitening formula

Young girl, 16 - 24, love beauty, confident, dynamic,

out-going, sociable, open-minded.

She loves to:

● Try new things

● Hang out with friends

● Want to be attractive via social

activities/events allow her to express her

personality, ‘networking’ & update herself with

latest trends.

Target Consumer | Insights | Habits

Situation

● Hazeline are about to globally launch

our new range of 10X Whitening

Serum, which launched in Indonesia

and now in Vietnam.

● We need to get people to choose

Hazeline serum (with whitening &

protect body from UV & sunlight) over

competitors.

● Marketing requirements

○ Achieve 4% 10X Serum market share in first year of launching

(2015) & increase Hazeline products sales 11% in 2015.

○ 30% growth from non-Hazeline users.

● Communications requirements

○ Increase perception of 10X Serum as the most extracted natural

serum by 35% in the target audience.

○ Increase perception that 10X Serum is the best whitening body

care in its category by 25% in the target audience.

Objectives

Launching campaign period on Back to school occasion (10 weeks): 15/08/2015 -

30/10/2015.

Create concept boards for 4 to 6 campaign ideas (Each concept board must include 1) the

brand idea, and 2) the promotional offer).

Prior check creative concept on Facebook, TV / video, print (newspaper, magazines, direct

mail) and a selection of 4 to 6 online ads with landing pages.

● 01/03/2015 Initial creative review. 6 to 8 concept boards, from which we will select 3

or 4 for refinement.

● 14/03/2015 Review revised concepts expressed in 1) TV / story boards, 2) print, 3)

Facebook and 4) online ads. Review with full team: Hazeline brand time, strategic

planning and senior management. Select creative approaches.

● 20/03/2015 Finalize concept board.

Requirements

Thank You