I.

INTRODUCTION
1.1. Brand Analysis
1.1.1. Brand overview

L’Oréal Paris is one of the world’s most renowned and influential beauty
brands. As a global leader in the cosmetics industry, the brand has long been dedicated
to making luxury beauty accessible to everyone. Its product portfolio spans across
skincare, makeup, haircare, and hair color, consistently delivering innovation with
high standards of safety and effectiveness. Beyond product excellence, L’Oréal Paris is
also known for advocating women’s empowerment and challenging traditional beauty
standards with a modern and inclusive vision of femininity.

Company history and background

L’Oréal was founded in 1909 by French chemist Eugène Schueller, who
invented the first safe synthetic hair dye. What began as a small haircare company has
evolved over more than a century into the world’s largest cosmetics group, driven by
scientific research, continuous innovation, and a belief that beauty is universal.

Headquartered in Clichy, Hauts-de-Seine, France, L’Oréal today operates in

more than 130 countries and owns over 36 global beauty brands, including L’Oréal
Paris, Maybelline New York, Garnier, Lancôme, Yves Saint Laurent Beauté, Kiehl’s,
Vichy, and La Roche-Posay.

Vision
“Create Beauty that Moves the World.”
The phrase “beauty that moves the world” emphasizes the brand’s desire to
inspire, empower, and uplift individuals globally—through innovation, diversity, and
purpose-driven campaigns. Beauty is seen not as superficial, but as a force that can
drive change, confidence, and equality.

Mission
“Beauty for All.”
L’Oréal’s mission is to make the best of cosmetic innovation available to every
woman and man worldwide, regardless of age, ethnicity, or background. The company
commits to delivering high-quality, effective, and safe products, tailored to meet
diverse expectations and beauty needs. This mission reflects L’Oréal’s belief that
everyone deserves access to beauty, and that inclusivity is fundamental to its global
success.
 Core Value
●​ Passion: L’Oréal is driven by a passion to create beauty that enhances
well-being and self-confidence for men and women. Their employees should
have a passion for progress and benefiting humanity.
●​ Innovation: As a founding value, innovation enables the brand to push
scientific boundaries and develop unique, high-performance beauty products.
●​ Entrepreneurial Spirit: L’Oréal encourages autonomy, ambition, and the
courage to take initiative, empowering teams to grow and lead with creativity.
●​ Open-Mindedness: By embracing diversity and listening to different cultures
and consumer needs, the brand builds inclusive beauty solutions for all.
●​ Quest for Excellence: L’Oréal strives for excellence in everything it does,
motivating employees to consistently deliver the highest standards.
●​ Responsibility: Committed to sustainability and ethics, L’Oréal upholds its
duty to protect both people and the planet while contributing to community
well-being.

Product Portfolio
L’Oréal operates through four main product divisions, targeting a broad
spectrum of consumers:

●​ Luxury Division: Lancôme, Yves Saint Laurent, Kiehl's, shu uemura

●​ Consumer Products: L'Oréal Paris, Maybelline New York, Garnier
●​ Professional Product: L'Oréal Professionnel, Kérastase
●​ Active Cosmetic: Vichy, La Roche-Posay, SkinCeuticals, CeraVe

Figure.1.1. L'Oréal Paris Product Portfolio

1.1.2. Industry overview

In 2021, the Vietnamese cosmetics and personal care industry was valued at
approximately USD 2.3 billion, with a projected compound annual growth rate
(CAGR) of 5.9% from 2021 to 2025. Despite disruptions caused by the COVID-19
pandemic, the sector continued to grow steadily thanks to increasing demand for
self-care and hygiene products.

The pandemic significantly reshaped consumer behavior, accelerating the shift

toward at-home skincare, ingredient-conscious purchases, and natural, safe products.
Consumers became more informed and selective, favoring transparency and
wellness-oriented brands. Moreover, e-commerce and social commerce experienced a
strong surge, with platforms like Shopee, Lazada, and TikTok becoming key beauty
discovery and purchase channels. Digital touchpoints—especially influencer content,
short-form video, and livestreaming—played a crucial role in product engagement and
conversion.

While international brands like L’Oréal, Maybelline, and Innisfree maintained

strong market positions, local brands began gaining traction by leveraging cultural
relevance, local ingredients, and relatable narratives.

Overall, the Vietnamese beauty industry in 2021 demonstrated high

adaptability, digital acceleration, and increasing consumer sophistication—laying a
strong foundation for purpose-driven and culturally attuned campaigns like “Chính nữ
– Because You’re Worth It.”

II. PRE-PLANNING
2.1. Review of Marketing plan
2.2. Situation Analysis
2.2.1. Internal

Brand strategy
●​ Brand positioning:
-​ Expertise in Science and Innovation: L'Oréal is positioned as a brand
grounded in extensive scientific research.
-​ Diverse Brand Portfolio ("House of Brands"): L'Oréal owns a vast
portfolio of brands (over 30 as of 2020), with each catering to different
market segments and consumer groups.
 -​ "Universalization" Strategy (Globalization with Local Sensitivity):
L'Oréal adopts a unique strategy of globalizing while still understanding
and respecting the cultural diversity, needs, and traditions of each local
market.
-​ Empowerment and Confidence ("Because You're Worth It"): The
iconic slogan "Because You're Worth It" continues to be a core message,
promoting self-worth, confidence, and empowerment for women
worldwide. This message powerfully transcends cultural boundaries.

●​ Brand Positioning in Vietnam:

-​ A Trusted and Prestigious International Brand: Vietnamese
consumers perceive L'Oréal as a major international cosmetics brand
known for high quality and effective products.
-​ Perceived Mainly as a Makeup Brand: In Vietnam, the brand is
mostly recognized as a makeup-focused label, without clearly projecting
the image of a Mega Brand with a wide range of product categories.
-​ Product-Focused Rather than Deep Brand Storytelling: L'Oréal Paris
in Vietnam tends to focus on getting products into consumers’ hands and
promoting product features, rather than deeply investing in localized
brand storytelling or building a strong local communication platform.

Brand values
●​ Global:
-​ Science & Innovation: This is L'Oréal's foundational value,
underpinning its commitment to research-driven beauty solutions.
-​ Passion: L'Oréal conveys an unwavering passion for beauty and what
cosmetics can bring to people—happiness, confidence, and the ability to
express oneself.
-​ Empowerment & Self-Confidence: While “Because You’re Worth It”
is a brand slogan, it also represents a deeper core value: L'Oréal believes
that beauty has the power to transform lives, enabling
individuals—especially women—to feel more confident, realize their
potential, and achieve their aspirations.
●​ Vietnam:
-​ International-Standard Quality and Effectiveness: L'Oréal is
associated with high standards of product quality and proven results.
 -​ Modern and Stylish Image: The brand is seen as modern, luxurious,
and trend-forward. Advertising campaigns featuring global celebrities
have strongly reinforced this brand value.

Brand identity
●​ Language and Tone of Voice:
-​ International & Inspirational: The primary language is English,
followed by careful localization. The tone remains formal yet
emotionally uplifting. The iconic slogan "Because You're Worth It"
serves as the core message, affirming self-worth and personal value.
-​ Professional & Science-Based: When communicating about products,
the tone is precise and professional, often using scientific terminology to
highlight innovation and advanced technology.
●​ Visual design:
-​ Luxurious & Sophisticated: The color palette includes gold, black,
white, and silver—evoking a sense of premium quality and elegance.
-​ Global Celebrity Imagery: Visuals frequently feature diverse
international celebrities, showcasing flawless beauty standards. These
images are professionally shot and meticulously retouched.
-​ Packaging & Advertising Layout: Design is minimalistic yet
refined—prominent logo, elegant fonts, and a strong visual focus on the
product and brand ambassador.

Business strategy
●​ Expansion and Diversification of Product Portfolio: L'Oréal continuously
expands and diversifies its product lines, enabling the brand to reach a wider
range of customer segments and meet varied beauty needs—from skincare and
haircare to makeup and specialized treatments.
●​ Marketing Focused on Brand Recognition and Global-Standard Quality:
In Vietnam, L'Oréal emphasizes building brand awareness and driving sales
through consistent messaging. Marketing campaigns often leverage global
visuals and narratives, reinforcing the brand’s identity as a world-leading,
high-quality, and trusted cosmetics brand.
●​ Commitment to Corporate Social Responsibility (CSR): CSR is embedded
as a core strategy in L'Oréal Vietnam’s operations. The brand integrates
sustainable development, environmental responsibility, and social impact
initiatives into both its corporate culture and day-to-day business activities.
L'Oréal Vietnam has built the image of a premium international cosmetics brand
through inspirational language, luxurious visuals, and a comprehensive
approach—ranging from expanding its product portfolio to leveraging the power of its
global brand. The company emphasizes scientific quality, celebrates users’ self-worth
through the iconic slogan “Because You’re Worth It”, and demonstrates a strong
commitment to social responsibility.

Core Problem​
​ While L'Oréal leverages global campaigns and international celebrity imagery
to maintain brand consistency, this approach may create a sense of distance from local
consumers—especially in a market where emotion, culture, and empathy play a
crucial role. The heavy focus on idealized, high-end beauty standards may fail to
reflect the evolving needs and perspectives of young Vietnamese consumers, who
increasingly value authenticity, diversity, and more relatable definitions of beauty.

2.2.2. External

​ PESTEL analysis
Political Stability: Vietnam offers a stable political environment,
which creates favorable conditions for long-term investment and
business operations by international corporations.

Open-Door and Integration Policies: Vietnam has joined

numerous Free Trade Agreements (FTAs), reducing tariffs and
facilitating the import of cosmetics. However, strict compliance
P- Political with regulations on product registration and import procedures is
still required.

Advertising Regulations: Cosmetic advertising in Vietnam is

tightly regulated to prevent misleading claims or exaggeration,
which can influence how L'Oréal communicates its brand
messages.

Rising Disposable Income: The increase in consumers’

disposable income is driving higher demand for personal care and
E - Economic
premium cosmetic products—perfectly aligning with L'Oréal’s
target segments, which range from mid-tier to high-end.

Growing Beauty Awareness: Awareness of the importance of

S - Social self-care and beauty is rising among both men and
women—especially among young women and office
 workers—leading to increased demand for personal care
products.​

Influence of Social Media and KOLs/KOCs: Vietnamese

consumers, particularly Gen Z and Millennials, are strongly
influenced by global beauty trends on social media and by local
beauty experts and influencers.​

Impact of COVID-19: The pandemic accelerated the trend of

at-home skincare routines and led to a decrease in the frequency
of makeup use.

Rapid Growth of E-commerce: Vietnam is experiencing

fast-paced growth in e-commerce, with popular platforms like
Shopee, Lazada, and Tiki becoming key channels for beauty
product distribution.​
T -Technological
Adoption of Beauty Tech: L'Oréal has started integrating beauty
technologies, such as virtual try-on applications, enhancing the
digital shopping experience and aligning with the tech-savvy
behavior of modern consumers.

Rising Environmental Awareness: Vietnamese

consumers—especially Gen Z and Millennials—are increasingly
E-Environmental conscious of sustainability. They show a growing preference for
organic, eco-friendly products with transparent origins and ethical
sourcing.

Advertising Regulations: Advertisements must be based on

documented evidence proving the safety and effectiveness of the
L - Legal product. This requirement ensures that all claims made in
cosmetic advertising are accurate, verifiable, and not misleading
to consumers.

Competitor analysis
 Deep Market Penetration: Unilever has an
extensive distribution network that reaches from
urban centers to rural areas, covering both
traditional and modern retail channels.

Competitive Pricing: Products are affordably

priced, making them accessible to the majority of
Unilever Beauty Mass Market Vietnamese consumers.

Strong and Familiar Marketing: Mass

advertising campaigns feature local KOLs/KOCs
with messages that are familiar, culturally
relevant, and emotionally resonant with the
Vietnamese audience.

Global Brand Power: Many of P&G’s brands

have a long history and strong global recognition,
contributing to high consumer trust and brand
loyalty.​

Wide Distribution Network: Although not as

Mass Market deeply embedded in traditional retail channels as
Procter & & Mid-range Unilever, P&G still maintains a strong presence
Gamble (P&G) Luxury/Prem across modern trade and key distribution points.​
ium
Focus on Performance and Technology: P&G’s
marketing campaigns often emphasize superior
product performance backed by scientific research
and technological innovation, appealing to
consumers seeking proven effectiveness.

The biggest challenge for L'Oréal is how to maintain its premium brand
positioning while staying flexible enough to compete effectively in an increasingly
competitive, dynamic, and diversified market environment.

2.3. SWOT Analysis

STRENGTH WEAKNESS

Strong global brand reputation: High pricing: Products are often more
Builds consumer trust and credibility in expensive than local alternatives,
the Vietnamese market. limiting access for price-sensitive
 Diverse product portfolio: Covers consumers.
makeup, skincare, haircare, and Strong local competition: Local brands
fragrances for various customer offer lower prices and better cultural
segments. responsiveness.
Extensive distribution network: Limited market segmentation: L'Oréal
Ensures wide market coverage and lacks focus on emerging segments like
product accessibility. men’s grooming and Gen Z.
High investment in R&D: Drives Cultural disconnects: Insufficient
innovation and keeps the brand ahead of localization has led to product
beauty trends. misalignment with Vietnamese
Effective marketing campaigns: Boosts preferences.
brand awareness and sales performance. Weaknesses
Strength

OPPORTUNITY THREAT

Expanding middle class: More Shifting consumer preferences:

consumers can now afford premium Rapidly changing trends may reduce
beauty products. product relevance.
Rising cosmetics demand: Growing New market entrants: Emerging brands
interest in beauty boosts market increase competition and pressure on
potential. market share.
Urbanization: Urban consumers are Counterfeit products: Fake cosmetics
more exposed to beauty trends and harm brand reputation and consumer
international brands. trust
Booming e-commerce: Online Threats
platforms offer new, scalable channels
for sales and engagement.
Opportunity

2.3.1. Core problem

Under intense competition from its rivals, L'Oréal faces the following
challenges in maintaining its position as a mid-to-high-end brand:

Firstly, L'Oréal's brand salience in Vietnam remains low. Most Vietnamese

consumers only recognize L’Oréal Paris as a makeup-focused brand, while in reality, it
is a Mega Brand with rapidly growing product categories such as skincare and
haircare that remain under-recognized.
 Secondly, the brand image feels misaligned with the Vietnamese market. The
brand often features the image of an elegant, refined Western woman, yet lacks
distinctive personality traits that resonate with or attract modern Vietnamese women.
This portrayal fails to capture the diversity and individuality that local audiences seek.

Thirdly, for a long time, L’Oréal Paris has prioritized product distribution over
brand storytelling. The powerful Women of Worth – Because You’re Worth It platform,
which defines the brand globally, has not been effectively localized to emotionally
connect with and reflect the aspirations of Vietnamese women.

2.4. Objectives
●​ Business Objective: Drive revenue and growth across the brand’s skincare,
haircare, and makeup categories.
●​ Marketing Objective: Improve brand salience and make the brand image more
relatable to Vietnamese women.
●​ Communication Objective: Increase brand awareness and brand love for
L’Oréal Paris Vietnam among Vietnamese women.

2.5. Rationale
Customer will initially pay attention with L'oreal's localized approach, then
fostering deep emotional connection and cognitive re-evaluation through relatable
stories and empowering messaging

The core idea is: Vietnamese women are the main characters, the protagonists
of their own lives, and they are inherently "Chính Nữ" because they are worth it. This
message is
●​ Empowering: It challenges traditional societal views that often position
women in supporting roles.
●​ Authentic: It's delivered through personal stories of overcoming challenges,
making it relatable.
●​ Self-affirming: It directly links individual worth to the brand's core tagline,
"Because You're Worth It," in a localized context.
III. PLANNING
3.1. Develop IMC program
3.1.1.Target Audience

Demographic
-​ Gender: Female (the campaign specifically targets “women,” focusing on
modern women)
-​ Age: Focused on two main groups: 25–35 and 36–45 (with the 25–35 group
being the majority)
-​ Income and Education: Middle to upper-middle income, typically employed
with stable jobs. According to the 2023 beauty industry report, the 22+ age
group (mostly university graduates in the workforce) increased cosmetic
spending by 10%, and over 50% use cosmetics regularly.
-​ Location: Primarily urban areas (Ho Chi Minh City, Hanoi, Da Nang) —
where L’Oréal has wide distribution and women lead active lifestyles with
strong access to modern media channels.
Behavior
-​ Beauty Habits: 95% engage in weekly skincare routines and 62% apply
makeup weekly, reflecting a high demand for beauty care.
-​ Purchase Decision: Product quality and safety are top priorities.
-​ Shopping Channels: A mix of shopping at brand stores, cosmetics chains, and
e-commerce platforms — especially among the 25–32 age group.
-​ Brand Awareness: Many consumers recognize L’Oréal Paris mainly for its
makeup products, with limited association to its skincare or haircare lines.
Psychology
-​ Independent and ambitious in both career and personal life; driven by a
desire to assert themselves rather than simply being the “hậu phương” for their
family.
-​ Perception of beauty: Built on confidence and inner harmony. L’Oréal
promotes the message that “beauty is being yourself and daring to shine”.
 -​ Social role: They seek to break outdated stereotypes (e.g., “phụ nữ hơn nhau ở
tấm chồng”, “phụ nữ giỏi giang khó lấy chồng”) and live with their own goals.
The campaign encourages feminist values and empowers women to take
control of their own future.

3.1.2. Insight

Although modern, this group is still influenced by many outdated cultural

stereotypes (e.g., “phụ nữ hơn nhau ở tấm chồng”, “phụ nữ không cần quá giỏi để lấy
chồng”…). These barriers unintentionally make them hesitant to express their passions
and personal views — afraid to be the “main character” in their own lives.
In other words, in common perception, the word “phụ” in “phụ nữ” (meaning
“secondary” or “supporting”) continues to impose a supporting role on women — a
notion that contradicts the modern woman’s desire for autonomy and the recognition
she truly deserves.
A survey by L'Oréal Paris on the meaning of the word "phụ nữ" found that
most people interpret the word "phụ" as meaning “to support” or “stand behind,” in
contrast to "chính" (main). In other words, women are often perceived as being in a
supporting role to men by default.
A smaller portion of respondents associated women with domestic work, noting
that in Chinese pictographic writing, the character for “woman” is historically
linkedwith the image of a broom — symbolizing housework.​

Source: Brand VietNam

3.1.3. Brand Positioning
Brand image before the campaign: L’Oréal Paris is a globally leading cosmetics
brand known for its wide range of product categories. However, in Vietnam, it has
primarily been associated with makeup products and has yet to achieve high brand
salience. The iconic global slogan “Because I’m Worth It” is well known worldwide
but remains relatively unmemorable among Vietnamese consumers, as the brand has
focused more on product promotion than on telling a culturally resonant brand story.
Campaign positioning: The “Chính Nữ” campaign aims to refresh L’Oréal Paris’s
positioning as an empowering “companion” for Vietnamese women. The brand
leverages its global communication platform “Women of Worth – Because You’re
Worth It” and localizes it as “Chính Nữ” to better align with Vietnamese culture.
Through this, L’Oréal Paris positions itself not just as a cosmetics brand, but as a
champion of women’s value and agency in society.

3.1.4. Big idea và key message

Big idea : “Chính nữ - Vì bạn xứng đáng”

The campaign uses a play on words with the Vietnamese term “phụ nữ” to create a
new concept: “Chính Nữ.” By visually emphasizing the word “Chính” (“main” or
“central”) over the word “phụ” (“supporting”), L’Oréal Paris aims to challenge
traditional views of women's roles.

Introducing the term “Chính Nữ” serves as a powerful reminder that women
should be the main characters in their own stories — not merely playing a supporting
role for someone else.
Key message: “Bạn không phải nhân vật phụ trong câu chuyện của bất kỳ ai – bạn
là nhân vật chính trong câu chuyện của chính mình.”
The core message throughout the campaign is to encourage every woman to be
confident, to dare to step into the spotlight, and to live for herself — because she’s
worth it.
3.1.5. Creative Strategy

Art Direction : The design style follows the “Step into the light” direction, using a
striking contrast of red and black to create a bold first impression for the campaign. It
leans toward minimalism while maintaining strong visual impact.

Instead of relying on elaborate effects, the creatives emphasize light–dark contrast to

highlight the theme of empowerment. The visuals are kept simple, with minimal
details, focusing on a prominent female figure illuminated by warm red light against a
black background — clearly centering the narrative.

This design approach evokes a modern, powerful, and slightly mysterious

feeling, aligning perfectly with the campaign’s message of encouraging women to
confidently “shine.”
Key Visual
The campaign’s key visuals and TVC feature the image of a confident women stepping
into the light from a dark background. This visual serves as a metaphor for “rũ bỏ
bóng tối của định kiến” to become the main character. The slogan “Chính Nữ – Vì bạn
xứng đáng” is prominently displayed on the visual, using a bold, modern typeface.

Color palette
The campaign adopts a dominant red and black color scheme — two
contrasting shades symbolizing light and darkness, while also reflecting L’Oréal
Paris’s core brand tones.
-​ Red evokes a sense of strength, passion, and energy
-​ The black background highlights the subject
This combination not only emphasizes the message of “rũ bỏ bóng tối” but also
adds a sense of elegance and sophistication to the campaign’s design.

Campaign logo
L’Oréal Paris designed a dedicated logo for the concept of “Chính Nữ” to
capture attention.
 The word “Chính” is layered over the word “phụ” (from “phụ nữ”) using a
completely different, bolder, and larger font. This design not only asserts the “main”
role of women but also creates a visual surprise that immediately draws attention to
the campaign’s core message.

Tone & Voice

The campaign’s tone is empowering, inspirational, and confident. Its
calls-to-action use strong, concise structures (e.g., “Bạn là nhân vật chính”, “Vì bạn
xứng đáng”) and uplifting language to spark motivation. The messaging is direct and
personal, speaking straight to the viewer — creating a sense of intimacy like a
personal encouragement, while affirming the importance and value of every woman.

Overall, the campaign’s tone exudes decisiveness and inspiration, aligning

perfectly with its message of empowering the modern woman

3.1.6. Brand Ambassadors and KOLs

L’Oréal selected three main ambassadors — Phạm Quỳnh Anh, Lynk Lee, and
Giang Ơi — individuals with different real-life stories but a shared spirit of strength
and empowerment.

-​ Phạm Quỳnh Anh: A singer and single mother who made a comeback in her
career at the age of 35, delivering the message that phụ nữ can shine at any age.
 -​ Lynk Lee: A transgender woman, shares a transformation story of following
her dream to become her true self — affirming that everyone has the right to be
who they are.
-​ Giang Ơi: A bold YouTuber who represents phụ nữ unafraid to speak up, even
when facing social prejudice.

In the second phase, the campaign also collaborated with other influencers —
such as poet Nguyễn Phong Việt, VJ Thuỳ Minh, and model Quang Đại — to amplify
the “Chính Nữ” message from diverse perspectives and broaden its reach.

3.2 Media Strategy

The media strategy outlines the communication channels used to effectively
deliver the campaign message to the target audience. This includes selecting the
appropriate platforms, setting clear media objectives (reach, frequency, coverage), and
planning budget allocation across channels and over time.

Reasoning for Channel Selection: The media mix chosen for L’Oréal Paris’s
campaign “Chính nữ – Vì bạn xứng đáng” was based on a thorough analysis of the
target audience — modern Vietnamese women aged 25–45 — and their media
consumption habits:

-​ Focus on Digital & Social Media (Facebook, Instagram, YouTube,

TikTok): These platforms are where the target audience spends most of their
time online for entertainment, information, and interaction. Digital channels
allow for two-way engagement, emotional storytelling, and the power of
Influencer Marketing.
-​ Leveraging PR & Influencer Marketing: These tools ensure that the “Chính
nữ” message is delivered authentically and credibly through the real-life stories
of brand ambassadors (Phạm Quỳnh Anh, Lynk Lee, Giang Ơi) and other
influential figures, creating strong emotional resonance.
-​ Utilizing Television (TV): Despite the rise of digital media, TV remains
crucial for generating wide-scale reach and a strong first impression. It helps
build brand credibility and visibility at a national level.

Media Objectives
-​ Reach: Maximize reach to Vietnamese women aged 18–45 nationwide, with a
focus on key metropolitan areas. Ensure broad awareness of the “Chính nữ – Vì
bạn xứng đáng” message and high campaign recall.
 -​ Frequency: Maintain a medium-to-high frequency across digital and social
platforms so that the message is memorable, thought-provoking, and
action-driving. For an inspirational message, optimal repetition reinforces
emotional connection.
-​ Coverage: Ensure the message is widely spread across platforms that the target
audience frequently uses — from traditional to emerging digital channels —
creating a cohesive information “network” along the consumer journey.

Channel Selection
Based on the characteristics of the target audience and the inspirational nature of the
message, L’Oréal Paris adopted an Integrated Media Strategy, emphasizing both
digital platforms and mass media
-​ Digital Media – Primary Channel:
-​ Social Media: Facebook, Instagram, YouTube, TikTok
-​ Online Video: YouTube and Facebook Video
-​ Display Ads & Search Ads
-​ Owned & Earned Media: Official website, digital press articles, forum.
-​ PR & Influencer Marketing:
-​ Online News/Editorial Features: In-depth articles on digital newspapers
and magazines.
-​ KOLs/Influencers: Featuring Phạm Quỳnh Anh, Lynk Lee, Giang Ơi

Scheduling : The campaign followed a Pulsing schedule strategy:

-​ Pulse Phase (High-Intensity Push): A media and budget push was
concentrated in March 2021, aligning with International Women’s Day (March
8) — the perfect moment to launch a woman-empowering message. During this
phase, key TVCs, hero videos, PR content, and appearances from KOLs were
activated intensively.
-​ Sustained/Lower-Level Phase: After the launch peak, the campaign
maintained a lighter but steady presence across digital channels through regular
posts, micro-interactions, repurposed high-performing content, and
collaborations with KOCs to keep the conversation alive and nurture
community engagement.

IV. INTEGRATING AND IMPLEMENTATION

In March 2021, L’Oréal Paris launched the “Chính Nữ” campaign to honor and
empower Vietnamese women. The campaign aimed to inspire women to become the
main character in their own lives. The campaign reflected L’Oréal’s global brand
message “Because You’re Worth It”, localized into an empowering Vietnamese
narrative. It was implemented through a well-structured IMC plan with a mix of
traditional and digital channels, rolled out in three main phases: Triggering,
Announcing, and Amplifying.

4.1. Campaign Phases

Phase 1 – Triggering (Raising Curiosity)​
​ This stage focused on building talkability around the new concept of “Chính
Nữ”. L’Oréal Paris launched teaser messages in high-traffic areas using OOH
billboards and online paid media on websites like Kenh14, Afamily, and Dien Anh.
Social media platforms also played a key role in attracting attention and creating
curiosity among the target audience—modern Vietnamese women aged 25–45.

Phase 2 – Announcing (Revealing the Message)​

​ The brand revealed the core message through an emotional TVC that featured
real stories of three influential women:
●​ Giang Ơi – a YouTuber who faced gender stereotypes for voicing her opinions,
●​ Phạm Quỳnh Anh – a singer returning to the spotlight after dedicating years to
her family,
●​ Lynk Lee – a transgender woman sharing her journey of transformation.

The TVC used L’Oréal’s signature black and red tones and subtly showcased
the products, creating a strong brand connection.

Phase 3 – Amplifying (Spreading the Impact)​

​ In this phase, L’Oréal organized a press conference in collaboration with Gojek
to launch their CSR program. The program was designed to inspire and support
Vietnamese women in facing challenges at work and in life.

4.2. IMC Tools and Activities

The “Chính Nữ” campaign by L’Oréal Paris in Vietnam stands as a prime
example of a well-executed Integrated Marketing Communication (IMC) strategy. By
combining emotionally resonant messaging with diverse communication channels and
interactive elements, the brand effectively empowered women while boosting product
visibility and sales. Below is a breakdown of the IMC tools and how each was
strategically used.

TVC (Television Commercial)

 At the heart of the campaign was a 34-second TVC that told real stories of
three women — Giang Ơi, Phạm Quỳnh Anh, and Lynk Lee — who defied social
norms to pursue their own identities and passions. This emotionally charged video
didn’t just convey a message of empowerment; it also embedded product placements
and the brand’s signature red-black color palette, reinforcing brand recall. The TVC
served as a strong visual and emotional anchor for the campaign’s overall message.

Social Media
Social media played a vital role in building engagement and spreading the
campaign message.

●​ L’Oréal’s fanpage with over 600,000 followers was used to roll out campaign
content, product highlights (e.g., HA Serum, lipstick), and interactive
mini-games.
●​ The brand also collaborated with popular community pages like Welax, Phở,
and Cuộc sống Agency to amplify reach among young, digital-savvy audiences.
●​ A standout activity was the “Chính Nữ AR Selfie Challenge” on Facebook.
Participants used a branded AR filter to take selfies and post them online. For
every submission, L’Oréal donated 10,000 VND to the Chính Nữ Fund. This
not only fueled user participation but also aligned with a meaningful social
cause, enhancing brand sentiment and visibility.

Influencer Marketing
Influencers from various fields helped broaden the conversation. For example:
●​ VJ Thuỳ Minh spoke about women writing their own life stories,
●​ Author Nguyễn Phong Việt shared a touching tribute to his mother,
●​ Model Quang Đại expressed admiration for the strong women in his life.

These voices added authenticity and diverse perspectives to the campaign,

helping different audience segments connect with the campaign.

Digital Media
To reinforce the campaign’s visibility and message frequency, L’Oréal placed
banner ads on high-traffic news websites. This approach ensured that even those
outside the brand’s social media ecosystem were consistently exposed to the campaign
messaging.

Out-of-Home (OOH)
 Large billboards in shopping malls featured creative, attention-grabbing
messages that “hijacked” traditional definitions of women. These visuals sparked
curiosity and encouraged people to share photos of the billboards on social media,
creating a ripple effect of organic buzz.

Public Relations (PR)

L’Oréal worked with reputable media outlets like Tuổi Trẻ, Đẹp Magazine, and
Phụ Nữ to run feature stories and editorials about the campaign. These platforms
helped the brand reach both mass and niche audiences with high trust.

Consumer Promotion
To boost product sales, L’Oréal ran special promotions on e-commerce
platforms like Shopee, Lazada, and Tiki. During March 2–4, 2021, customers could
enjoy attractive discounts on L’Oréal products, helping convert emotional engagement
into purchases, strengthening short-term ROI while reinforcing brand loyalty.

CSR Activities
The campaign extended its impact beyond marketing by initiating a long-term
CSR strategy:
●​ 2021–2023: “Own Your Life” – Aimed to create 2 million job opportunities for
women in Vietnam.
●​ 2023–2025: “Stand Up” – Empowering 10 million women to stand against
harassment.
●​ 2025 onwards: Focus on sustainability and social development.

A notable CSR activity was the partnership with Gojek Vietnam, where L’Oréal
supported female drivers and women-led food businesses. The goal was to help them
improve confidence, appearance, and professional interactions — directly aligning
with the brand’s mission of empowering women.

V. MONITORING
5.1. Performance monitoring
To ensure the campaign was effectively tracked and optimized in real time,
L’Oréal Paris employed a multi-channel monitoring system across digital and
e-commerce platforms.
●​ Social Media Analytics: collect real-time metrics such as YouTube and
Facebook views, video view-through rates (VTR), and click-through rates
(CTR). These metrics provided immediate insights into audience engagement
and content performance.
 ●​ Digital Cockpit: a global tool that tracks performance across more than 20,000
data sources in real time. This platform monitored key performance indicators
such as share of voice, cost-per-mille (CPM), cost-per-click (CPC), fraud rates,
and viewability, allowing for precise measurement of media ROI and
productivity across digital channels including websites, Instagram, and
YouTube.
●​ E-commerce Analytics: On the e-commerce side, platforms like Shopee and
Lazada were monitored closely to evaluate Return on Ad Spend (ROAS) and
track real-time sales lift, providing direct visibility into the campaign’s impact
on purchasing behavior.
●​ Digimind: a social listening tool employed to capture consumer sentiment,
emotional responses, and online conversations throughout the campaign. These
insights helped the brand assess message resonance and make data-informed
adjustments where necessary.

5.2. Result evaluation

5.2.1. Marketing result evaluation

●​ Brand Power Score increased by +1.4 points, maintaining the No.1 position in
the skincare category.
●​ “Chính nữ” was recognized as one of the most prominent social media
campaigns in March 2021 (Buzzmetrics).
●​ Top-of-Mind (TOM) score rose significantly from 5 to 11 points.
 ●​ Awareness score was 2.2× higher than the APAC benchmark (Brand Lift
Survey).
●​ The brand recorded 48 points in spontaneous association with “women
empowerment”.
●​ L’Oréal Paris successfully owned the brand image attribute: “a brand that
stands for women empowerment”.

The campaign’s impact on brand salience helped reposition L’Oréal Paris as not
only a market leader in skincare, but also as a culturally resonant brand for
Vietnamese women. By owning the "women empowerment" narrative, the brand
established a meaningful differentiation that can drive long-term brand equity.

5.2.2. Communication result evaluation

●​ The campaign generated 778,000 interactions and 216,000 buzz mentions in
just one month, with 47% from earned media.

●​ Sentiment score improved from 0.91 to 1.0, showing more positive reception.

●​ The TVC reached 8 million views in 1 week, with a 36% View-Through Rate
(VTR) and over 20,000 organic shares.

●​ On Facebook, the video gained 6.7 million full views, 183,000 post
engagements, and a 20% engagement rate.

●​ The campaign also gained 7 million impressions from earned media through
100 articles and 3,000 organic engagements (e.g. AR filters, offline activation).

The campaign effectively strengthened brand awareness, drove emotional engagement,

and reinforced brand love through a well-coordinated, multi-platform communication
strategy.

5.2.3. Business result evaluation

●​ L’Oréal Paris became the No.1 best-selling skincare brand on Shopee for the
first time.

●​ The campaign delivered an impressive ROAS of 717%.

 ●​ The skincare category grew +100%, while haircare and makeup achieved
double- and triple-digit growth, despite COVID-19 challenges.

●​ Total sell-out increased +86% YoY, marking the brand’s strongest sales
performance in 5 years.

●​ The new HA Serum line achieved a 2.2× increase in sell-out since early 2021.

●​ The online business of offline channels also doubled in performance through

the WOB (Offline-to-Online) model.

●​ The campaign recorded a total ROI of 13.0.

The strong business outcomes highlight the campaign’s effectiveness in turning

awareness into action. Achieving top sales rankings and high ROAS during a
competitive season shows that emotional storytelling, when combined with effective
conversion strategies, like Shopee activation and tactical promotions, can create
measurable commercial success.

5.2.3. Return of investment evaluation

The estimated budget and earned value assessment were calculated based on
media performance data and campaign investment records. The detailed breakdown of
earned media value (EMV) and financial returns is presented in the sheet below.
ROI Analysis Sheet

Media ROI (Social Return)

●​ Total media value gained (EMV): 6,583,000,000 VND
●​ Estimated expense: 5,278,700,000 VND
●​ Media ROI: 19.81%
The campaign demonstrated highly efficient use of media budget by leveraging
strong earned media, particularly from user engagement, organic conversations, and
third-party reposts. High-performing formats such as TVC views, community
interaction, and press coverage contributed significantly to total Media Value Gained

Overall ROI (Commercial Return)

●​ Total campaign investment: 5,278,700,000 VND
●​ Estimated revenue: 73,901,800,000 VND
●​ Profit: 68,623,100,000 VND
 ●​ Overall ROI: 13.0
The campaign effectively capitalized on its short activation period to drive a
sharp increase in sales. The overall ROI of 13.0 reflects the brand’s strong ability to
convert a time-limited campaign into measurable commercial success.

Overall, the ROI analysis confirms the campaign’s strong performance across
both social and commercial dimensions. The media strategy was cost-efficient,
generating considerable earned value, while the overall execution drove impressive
revenue growth.

5.3.

-​ qandme.net vneconomy.vn.
-​ brandsvietnam.com