PROPOSAL “TỰ NHIÊN NHƯ NÀNG - VẸN NGUYÊN NÉT VIỆT”
GROUP LIST:
No. Name ID
1 Vũ Thị Mỹ Duyên 21DH700355
2 Vũ Phương Linh 21DH703320
3 Bùi Thanh Hoài Phương 21DH701537
4 Nguyễn Trúc Phương 21DH702843
5 Hồ Ngọc Mai Trâm 21DH702101
CLIENT BRIEF
Client Information LEMONADE COSMETIC
Previous Events Check via website: [Link]
Name of Event “Natural like her - Pure Vietnamese features”
BACKGROUND
Time 9/2024 - 12/2024
Location Ho Chi Minh City
Sponsor LEMONADE COSMETIC (cushion)
Media Requirements ● Create a media timeline [ before - during - after ] campaign
● There are at least 5 newspapers reporting on the Campaign
● >= 900,000 event awareness goals (event interactions)
● Trend at least 3 posts (during the event)
Target Audience Geographic: Living in big cities
Demographic:
● Gender: All gender
● Age: from 18-35 years old (of which 22-26 years old is the main subject)
● Jobs: students, students, commuters
● Middle-high income and above
Behavioral:
● Buy to shape your style
● Buy reputable brands, originated, or recommended by relatives
● Buy products that are suitable for the skin and skin color of Vietnamese people
● Buy products suitable for Vietnam's climatic conditions
● Buy products through reviews on social networks (tiktok, facebook, instagram)
● Buy products with many incentives and gifts
Psychographic:
● Quickly embrace trends, like beautiful and trendy packaging
● Likes convenience, fast, easy
● Like the color fastness and fast effect of the product
Invited Guest Beauty Blogger, KOLs, KOCs, Skin (Beauty) Specialists
Purpose ● Enhancing the image and role of Lemonade in Vietnam
● Increase sales for Super Matte Cushion and Matte Addict Cushion
Budget 1,100,000,000 VND (1 billion 100 million VND)
Message “Vietnamese girlfriend, unique style with Lemonade”
Crisis Management Based on the proposal of the event agency, the event organizer,... in accordance with each risk in the event.
Sound and Staging
Transportation
Crowd Management
Communication Plan ACTIVITY 1: Short clip introducing ambassador - Cinderella interacting with cushion Lemonade on the
background of "Em Xinh"
ACTIVITY 2: Free cushion and natural makeup experience event with experts at Beauty box at the mall
ACTIVITY 3: Pop-up store with a unique lemon-shaped design
AGENCY BRIEF
1. Project name:
“Tự nhiên như nàng - Vẹn nguyên nét Việt”
2. Project summary:
● Brand: LEMONADE COSMETIC
● Project: This project helps brands increase product recognition Super matte Cushion (oily skin) & Matte Addict
Cushion (normal, dry skin), thereby increasing product sales. The reason this project is considered important is
because this product needs to be more widely known by customers, especially customers who are looking for
products suitable for Vietnamese skin. Besides, through project activities that can help increase brand awareness and
attract new customers to the brand.
→ Help brands increase product recognition → thereby increasing product sales
Through the activities of the project, it can help increase brand awareness and attract more new customers to the brand.
● Main project goals: Increase product sales Super matte Cushion (oily skin) & Matte Addict Cushion
→ Main project goals: Increase sales of Supermatte Cushion (oily skin) & Matte Addict Cushion
3. Buyer personal:
[GEOGRAPHIC]
First of all, about geographical location and living area, Brand will concentrate in major cities and capitals of Vietnam: For
example: Hanoi Capital, Ho Chi Minh City.... The majority will dominate, because these places are densely populated and
have a higher proportion of young people than suburban areas.
→ Concentrated in major cities and capitals of Vietnam
[DEMOGRAPHIC]
Surely the brand's products will be for all genders and can use the product without limitation. And it will fall in the age
range from 18-35 (of which 22-26) will be the main object, consciousness Lemonade will target audiences such as students,
new and working people of a young and dynamic age. know how to take care of yourself. Income from low - medium and
high or higher.
The cost of the products will be around 100k - 500k. The price is quite reasonable for a high-quality makeup product of
mid-range quality.
→ Lemonade will be aimed at students who are new, who have been working at a young and active age
Income from low - medium and high and above.
[BEHAVIORAL]
When choosing products, Consumers often buy to shape their own style, creating confidence and personality. They tend to
choose reputable brands, with clear origins or recommended by relatives, because this helps them feel secure about the
quality and reliability of the product.
→ Consumers often buy to shape their own style, create their own confidence and personality
In particular, Vietnamese consumers pay great attention to the product's suitability for their unique skin and skin color, so
cosmetic and skin care products must be specifically designed for their needs. This. Furthermore, they also consider
Vietnam's climate conditions, choosing products with suitable features to protect and care for the skin in the humid tropical
environment.
→ In particular, Vietnamese consumers pay great attention to the suitability of products with their typical skin and skin tone,
so cosmetic and skincare products must be specifically designed for this need.
Consumers' shopping decisions today are also strongly influenced by reviews and ratings on social networks such as
TikTok, Facebook, and Instagram.. These platforms provide real information from other users, helping them have a clearer
and more realistic view of the product before buying. In addition, promotional factors and accompanying gifts also play an
important role in their purchasing decisions. Attractive incentive programs not only help save costs but also bring a feeling
of added value, making them feel more satisfied with their shopping decisions.
→ Today's consumers' shopping decisions are also strongly influenced by reviews and reviews on social networks such as
TikTok, Facebook, and Instagram.
In addition, promotional factors and accompanying gifts also play an important role in their purchase decision
[PSYCHOGRAPHIC]
In addition to behavioral factors, psychological factors also significantly affect consumers' shopping decisions. They
quickly accept new trends and love beautiful, trendy packaging. Convenience, speed, and ease of use are important factors,
helping to integrate the product into busy lives. In addition, consumers prefer products that are durable and provide quick
results, saving time and effort, especially in the fields of beauty and personal care.
→ Convenience, speed, and ease of use are important factors that help integrate the product into busy life
4. Drivers and Objectives:
Cushion Lemonade product drivers:
- Demand for products from the market, convenience and flexibility trends - Consumers increasingly prefer
multi-functional, convenient and easy-to-use products, especially health and beauty products that can be easily
carried.. Besides, the strong growth of the beauty industry, especially in the makeup and skin care segments, creates
great opportunities for Lemonade in developing its identity to increase sales of the line. Cushion products.
→ Consumers are increasingly preferring products that are versatile, convenient, and easy to use, especially health care and
beauty products that can be easily carried.
- Evolution in technology, innovation and quality improvement in many product functions in advancements in
cosmetic manufacturing technology The development of new technology helps create Cushion products with higher
quality, more durable and better skin protection. Consumers are increasingly interested in environmentally friendly
products that do not contain harmful ingredients and have recyclable packaging.
→ The development of new technology helps to create Cushion products with higher quality, more durable and better skin
protection. Consumers are increasingly interested in products that are environmentally friendly, free of harmful ingredients,
and have recyclable packaging.
- Competition from Lemonade's competitors is also building customer trust for the Cushion product line, helping
Lemonade increase its presence in the cosmetics market, competing directly with other major brands.
→ Competition from Lemonade's competitors is also building customer trust for the Cushion product line to help Lemonade
strengthen its presence in the cosmetics market, competing directly with other big brands.
Objectives:
Current problem of Lemonade's Cushion product line is currently in decline compared to previous periods because of the
launch of similar product lines from competitors (OFELIA and MOI). So, The main goal for this campaign is to increase
20%.
→ Lemonade's Cushion product line is currently decreasing sales compared to previous periods
The main purpose for this campaign is to 20%.
Specific targets:
● Increase brand awareness rate by 30% in 6 months.
● Increase the number of followers on social networking platforms (Instagram, Facebook) by 40%.
● Increase new customer rate by 25%.
● Achieving a customer satisfaction rate of over 90%.
● Reduce product return rate to below 5%.
● Increase the number of posts and product instruction videos by 50%.
● Increase interaction rate (likes, comments, shares) on social networks by 25%.
5. High-level competitor overview:
OPHELIA: Uncovered Longwear Cushion OPHELIA Focusing on high coverage and lasting up to 12 hours, the product
is only available in 2 color tones. The product is advertised to provide a smooth foundation, like using a filter. The main
customers are students and working people.
- Target Audience: Pupils, students and working people
M.O.I Cosmetic: Iconic Perfection, Premium Baby Skin Cushion M.O.I Cosmetic introduces the product Iconic
Perfection with the claim of replacing 5 steps of makeup. This cosmetic foundation was created to give skin a more natural
look than ever before, unlike photo editing filters. The product targets customers from students to adults.
- Target Audience: Students, housewives (mothers)
6. Messaging guidelines:
“Vietnamese girlfriend, unique style with Lemonade”
“This message emphasizes the uniqueness and individuality of Vietnamese women when using Lemonade products.
Lemonade Cosmetics wants to affirm that every Vietnamese girl has a unique and outstanding style. Through our products,
we hope to help them shine and be more confident with their style. . Lemonade is not only a cosmetics brand, but also a
companion, always supporting and encouraging the confidence and differences of Vietnamese women in expressing
themselves."
Tone and style:
+ Friendly and cheerful, showing closeness and encouragement. Dynamic, youthful and modern, suitable for young
girls.
Main content:
+ Emphasizes the uniqueness and individuality of Vietnamese women. Focus on understanding the wishes, preferences
and beauty needs of Vietnamese girls. Encourage Vietnamese girls to confidently assert their own style.
Demonstrates diversity in product lines and ability to meet the needs of all audiences.
+ Affirming that Lemonade products help women shine with their unique style. Demonstrates diversity in product lines
and ability to meet the needs of all customers. Besides, through the above message, Lemonade wants to build a
community of Lemonade Cosmetics lovers to share beauty experiences and connect with each other.
Language used:
+ Language: Simple, easy to understand and direct.
+ Words: Use positive words like "distinctive style" to emphasize uniqueness and confidence.
Target:
+ Target audience: Young Vietnamese girls who love cosmetics and want to express their personality.
+ Characteristics: They love beauty, want to assert their personal style and seek confidence in daily life.
7. Tone of voice guidelines:
- Lemonade is a Vietnamese cosmetics brand known for its high-quality products and modern designs. Lemonade's
language conveys friendliness and closeness to the public. The language is playful, creating a feeling of friendliness
and accessibility. Posts on social networks often use fun, dynamic words such as "sparkling", "bright", "radiant",
product instructions for use are written in detail and clearly, but still maintains friendliness and closeness.
- Regarding the emotions that Lemonade brings to customers: Lemonade always aims to convey positive emotions and
confidence to [Link] want customers to feel more confident when using their products, thereby enhancing
their self-worth. Messages encourage customers to “love yourself,” “shine as you are,” and “Illustrations on media
platforms are often confident, radiant, and happy women.” emphasized by Lemonade,
- In terms of style, Lemonade targets the brand's target audience: Mbrings customers a modern, youthful style that
reflects the trends of the current cosmetics market. The product design as well as the layout on media platforms both
bring a new and modern feeling. Product packaging often has bright colors and a minimalist but sophisticated design.
Advertising campaigns often use vivid, highly aesthetic images and videos.
→ Tone of Voice of Lemonade maybe described as friendly, positive, youthful and modern. This brand always conveys
positive emotions, confidence and creative spirit to [Link] use familiar and easy-to-understand language to create
connections with consumers, while always maintaining a youthful, modern style and focusing on product quality. Specific
evidence Excerpt from Lemonade's social network:
“Let's sparkle with Lemonade for a new day, be confident with bright and radiant skin! 🌟
”
“Take care of yourself every day, because you deserve to be loved and shine. #SelfLove #Lemonade”
Excerpt from Lemonade's website:
“Lemonade products are researched and developed with natural ingredients, safe for all skin types, helping you confidently
shine every day.”
“Explore unlimited creativity with the latest collections from Lemonade, bringing you fun and unique beauty experiences.”
With the above analysis, hopefully you have a clear and detailed view of the Tone of Voice of the Lemonade brand.
→ Tone of Voice's Campaign "Natural like her - Unmistakably Vietnamese" Aiming to honor the natural beauty of
Vietnamese women, combined with pride in the unique beauty of Vietnamese women So the whole campaign will have a
gentle, inspiring, natural and approachable tone. At the same time, Lemonade is also committed to providing quality, safe
and environmentally friendly products.
8. Relevant assets and deliverables:
1. Hoạt động: Short Clip introducing the ambassador - Lọ Lem Interacting with Lemonade cushion with the music
"Em Xinh" playing in the background.
Client can support Agency by:
● Provide brand ambassadors:: Ensure Cinderella's participation in the clip, including scheduling filming and
negotiating contracts if necessary.
● Content and script: Cooperate with the Agency to build a detailed script for the clip, ensuring that the content is
consistent with the brand's image and message.
● Production coordination: Provide Super Matte Cushion and Matte Addict Cushion products for use in the clip, as
well as any props needed.
● Creative supervision:: Participate in the process of overseeing and approving creative elements, including final
editing of videos to ensure quality and brand consistency.
● Promote content Support distributing and promoting clips on Lemonade Cosmetic's official communication channels
such as website, social networks, and email marketing.
2. Hoạt động: Event to experience free cushion and natural makeup with experts at Beauty Box at the shopping
center
Client can support Agency by:
● Makeup expert:: Ensure the participation of famous and reputable makeup artists to create appeal for the event.
● Provide products: Make sure there is enough product to use and give samples to event attendees.
● Location and organization: Assist in selecting and arranging locations at Beauty Box in shopping malls, including
necessary licenses and contracts.
● Promote the event:Promote the event through Lemonade's media channels, as well as invite media partners and
influencers to increase coverage.
● Logistics and event management: Support logistics management, including decorations, event setup and guest
management.
3. Hoạt động: Pop-up store with unique lemon-shaped design
Client can support Agency by:
● Design and decoration Provide ideas and approve pop-up store designs to ensure uniqueness and compliance with the
Lemonade brand image.
● Products and displays: Providing a full range of Super Matte Cushion and Matte Addict Cushion products for display
and sale at the pop-up store.
● Marketing strategy: Participate in planning and executing marketing activities to attract customers to the pop-up
store, including social media advertising, inviting celebrities, and organizing interactive activities.
● Training Employees: Ensure sales staff at pop-up stores are fully trained on products and how to advise customers
professionally.
● Feedback and adjustments: Collect feedback from customers and work with the Agency to adjust strategy if
necessary to optimize campaign effectiveness.
9. Budget:
Categories Amount Price (VND) Total
ACTIVITY 1
Advertise on Instagram/Facebook 50 200.000 10.000.000
Production of Short clips 1 100.000.000 100.000.000
Produce content for Challenge 1 5.000.000 5.000.000
Cooperation fee with Cinderella 1 20.000.000 20.000.000
Advertisement for Challenge 10 200.000 2.000.000
Cost of giving gifts to participants 5 1.000.000 5.000.000
Total act 1 142.000.000
ACTIVITY 2
Rent a place at Beauty Box 1 50.000.000 50.000.000
Event advertising 10 200.000 2.000.000
Event decorations & equipment 1 30.000.000 30.000.000
Event management & coordination 1 30.000.000 30.000.000
Cost of giving gifts to participants 5 1.000.000 5.000.000
Fee for cooperation with 5 people 10.000.000 50.000.000
Tiktoker/Influencer
Advertise on Instagram/Facebook 20 200.000 4.000.000
Total act 2 171.000.000
ACTIVITY 3
Rent a location at Van Hanh Mall 1 300.000.000 300.000.000
Design and build Pop-up Store 1 100.000.000 100.000.000
Decoration and equipment 1 50.000.000 50.000.000
Design images and introductory videos 1 5.000.000 5.000.000
newspaper ads 2 20.000.000 40.000.000
Advertising on Social Media 10 200.000 2.000.000
Event management & coordination 1 80.000.000 80.000.000
Tiktoker/Influencer cooperation fee 10 10.000.000 100.000.000
Gifts for Tiktoker/Influencer 10 2.000.000 20.000.000
Total act 3 697.000.000
Total project cost [Link]
10. Project timeline:
TIME ACTIVITIES
02/9 - 30/09/2024 ACT 1:
● Minigame: Guess the Cushion ambassador and receive a gift (via Instagram/ Facebook)
● Short clips on social platforms
● Create a "Natural Makeup" Challenge with Cinderella & Lemonade on the background of "Em Xinh"
10/10 - 15/11/2024 ACT 2:
● Experience Cushion & Makeup with M.U.A Quach Anh
● Tiktoker + Influencer experience, interact and post
● Join the Minigame "Wheel of Fortune"
11/12 - 25/12/2024 ACT 3: Lemon-shaped POP-UP store
● About Events on Social Platforms
● Tiktoker + Influencer to experience Pop-up Store at Van Hanh Mall
11. Stakeholders
Phuong Linh - Assistant Brand Management
Email: lemonadecontact@[Link]
Phone number: 0325648795
Company name: LEMONADE COSMETICS
Field: Cosmetics
May Tram - Account Manager
Email: lolytacontact@[Link]
Phone number: 0388765192
Company name: LOLYTA Agency
Field: Marketing & Event Operation
12. Distribution strategy:
● Traditional channels:
- Cosmetics store:: LEMONADE COSMETIC canCooperate with major cosmetic stores nationwide or cosmetic
stores specializing in domestic products. MaybeDistributed at cosmetic stores such as: HASAKI, Skinfood World,
Nuty Cosmetics, Beauty Box,...
- Retail systems:: LEMONADE COSMETIC can Cooperate with large retail systems such as Watsons, Guardian, Big
C, Coopmart, etc to bring products to consumers widely.
● Online Channel:
- E-commerce website: LEMONADE COSMETIC has online sales website so customers can easily buy genuine
products. In addition, the brand also sells products on reputable e-commerce platforms such as Shopee, Lazada, Tiki,
v.v. to reach a large number of potential customers.
- Social network: LEMONADE COSMETIC uses social networks like Facebook, Instagram, TikTok, v.v. o promote
products, build brands and connect with customers.. Brand also runs ads, cooperates with influencers, tiktokers and
beauty bloggers to review products, organize livestream sales programs, etc.