L’Oréal Paris: Change The Word, Change The Game - Empower women through words

Khanh Nguyen, Trang Duong, Thanh Pham

Beauty brand L'Oréal Paris leveraged International Women's Day to improve brand awareness relevance and market share in Vietnam.

Campaign details

Brand: L'Oréal Brand owner: L'Oréal Entrant company: TBWAIdea creation: TBWA/Ho Chi Minh City Market: Vietnam Sector: Toiletries & cosmetics (general) Media channels: Mobile & apps, Word of mouth, Influencers, KOLs, Online video, Search marketing, Social media, Online display, Outdoor, Out-of-home, Virtual & augmented reality, Merchandise & free gifts Budget: Up to 500k

Executive summary

L'Oréal’s global brand platform ‘Women of Worth’ wasn’t connecting with Vietnamese women, while South Korean beauty brands aggressively increased their influence. That put L'Oréal at risk amid unprecedented...

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