The document provides background on launching a new 10X Whitening Serum product from the Hazeline skincare brand in Vietnam. It includes insights on the target consumer as young girls who love beauty and want fair skin. The objectives are to achieve 4% market share in the first year and increase Hazeline product sales by 11%. A campaign will launch during the back-to-school period and creative concepts are to be developed and reviewed according to the provided timeline and requirements.

1. Brief for Hazeline 10X Hazeline Serum
Integrated Brand Communication
Created by: Le Khanh An

2. 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.

3. WHY?WHITENING

4. 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.

5. WHY?SERUM

6. 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.

7. → 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

8. 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 !

9. WHICH
PIE FOR
HAZELINE?

10. 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.

11. 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

12. 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

13. 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.

14. HAZELINE
PREPARE WHAT FOR THIS
BEAUTY
RACE?

15. 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.

16. -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.
CURRENT DESIRED 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

17. 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

18. 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

19. 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.

20. ● 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

21. 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

22. Thank You