L'Oreal Chinh Nu

Brand Challenge

L’Oreal Paris’s skincare brands which have been focusing on Parisian images are not relevant to Vietnamese women.

 

Consumer Problem

Even though women today are highly successful, they don't feel appreciated.

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Insights

Women are subconsciously feeling inferior because in the Vietnamese language, women "phu nu" carries a meaning of supporting & secondary.

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Strategy

Champion women's worth by changing how women are being called

 

Outcome

We created a digital-first campaign that put women into the spotlight by changing the language of how women are called, from phu nu to chinh nu (main character). It helped the brand to increase its sales by 86% while becoming the best campaign the brand has done in the last 5 years.