© All content in this presentation is confidential and the intellectual property of VML Qais It may not be referred to, shared, or reproduced without permission from VML Qais ,OUR PROPOSAL ,11.10.2013 ,Agenda ,➜ ,Introduction to VML Qais - 5 minutes ,➜ Choices by Revlon - Case Study - 10 minutes ,➜ ,➜ ,➜ ,Just Bitten Kissable Indonesia – 20 minutes ,Just Bitten Kissable China – 20 minutes ,Lash Potion Launch – 25 minutes ,➜ Our Approach – 10 minutes ,➜ Q&A - 30 mins ,5 ,Our global presence ,Most awarded digital agency at Cannes last year. Top marks in strategy and client offerings ,➜ ,➜ ,➜ ,Global Headquarters in Kansas City, with offices in every continent Asia regional headquarters in Singapore Offices in all relevant Revlon markets in the region ,We have done it before ,3M - Working with a Global FMCG brand, to create and roll out campaigns in Asia Pacific across all brands including PostIt®, Scotch®, SotchBrite® and Command® ,We have done it for you ,Revlon Choices – Bringing the Revlon brand point of view to the Indian consumer, making the brand’s promise of being a provocateur of women come to life with a user engaged campaign ,8 ,How do we do this? ,Engaging the Consumer ,Engaging KOLs ,The campaign will lead with debate and conversation. The format of the entire campaign is to ask questions to consumers and ask them to make conscious choices about a wide range of topics. There is no campaign without the active participation of our customer ,With this campaign, we will not only engage beauty bloggers, but empanel opinion leaders in all the various topics that we will talk about their options – ranging from health, career, relationships and music! This will help to establish us as the beauty brand for “real” women ,Product Integration ,The Brand ,All the picks that women make will lead to a personality type that will seamlessly be integration with a look for that personality. Revlon products that are right for that personality will be suggested. Key products will be launched using the themes of the campaign ,We want to provoke women to start thinking about things they have never considered before, as well as consider everyday things differently. Through this campaign, we will be urging them to take a stance about things, thereby daring them to think about every aspect of their lives differently ,9 ,How do we do this? ,Engaging the Consumer ,Engaging KOLs ,The campaign will lead with debate and conversation. The format of the entire campaign is to ask questions to consumers and ask them to make conscious choices about a wide range of topics. There is no campaign without the active participation of our customer ,With this campaign, we will not only engage beauty bloggers, but empanel opinion leaders in all the various topics that we will talk about their options – ranging from health, career, relationships and music! This will help to establish us as the beauty brand for “real” women ,Product Integration ,The Brand ,All the picks that women make will lead to a personality type that will seamlessly be integration with a look for that personality. Revlon products that are right for that personality will be suggested. Key products will be launched using the themes of the campaign ,We want to provoke women to start thinking about things they have never considered before, as well as consider everyday things differently. Through this campaign, we will be urging them to take a stance about things, thereby daring them to think about every aspect of their lives differently ,T h e fi r s t b e a u t y b r a n d i n I n d i a t o c r e a t e a d i g i t a l e c o - s y s t e m , w h e r e I n d i a n w o m e n c a n v o i c e t h e i r o p i n i o n o n k e y a s p e c t s o f t h e i r l i v e s & d a i l y c h o i c e s t h e y m a k e o n a l l o f t h e m ,11 ,12 ,13 ,14 ,15 ,16 ,17 ,18 ,23 ,24 ,25 ,Campaign Management Process ,Key product launches will also be via Choices ,Starts
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,Just Bitten Kissable Indonesia ,How can we re-support product in Indonesia ,27 ,The brief ,➜ Propose a digital plan for re-supporting Just Bitten Kissable Lip Balm which was launched in most markets in the end of 2012 and 2013 ,➜ Please show us how you would take the popularity of the product to the next level ,The Indonesia Story ,29 ,The Market ,A look at the digital landscape in Indonesia ,30 ,Indonesia is a mobile driven market ,31 ,Indonesia is a mobile driven market ,Internet usage ,➜ With the lowering cost of data, the amount of people connecting to the internet has increased consistently over the last few years ,Smartphones ,➜ Plummeting costs of smartphones have brought more people online. Mobile is the primary connection point to the Internet. ,Almost all online Indonesians are connected & active on a social network ,100.00%
,90.00%
,80.00%
,70.00%
,60.00%
,50.00%
,40.00%
,30.00%
,20.00%
,10.00%
,0.00%
,Indonesia
,China
,Philippines
Malaysia
,Thailand
,Vietnam
,Taiwan
,India
,Hong
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Singapore
,South
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,Japan
,33 ,Most of the time online is spent either communicating or finding entertainment. ,This hold true across various user segments ,34 ,Indonesians spend a large part of online time on social networking activities ,35 ,Consumers expect brands to provide information but also entertainment online ,36 ,The category ,What have competitors done in the market, especially around Lip category ,37 ,The competitive set in Indonesia is diverse ,BRAND ,Maybelline ,NYX ,Vanity Trove ,L’Oreal Paris ,Sari Ayu Martha Tilaar ,A ,B ,C ,D ,E ,F Wardah ,G ,H ,The Face Shop ,The Body Shop ,OVERVIEW ,Global brand with complete localized digital assets, focusing on global look & feel Global brand with complete localized digital assets, promoting a stronger, darker look Global brand with only local social media assets, includes OPI and MAC brands ,Global brand with only social media assets, engagements targeting a younger audience Local brand extension from spa line, complete digital assets also focusing on organic & natural products Local brand with a focus on Muslim women, complete digital assets with a very strong and active following A popular Korean brand with complete localized digital assets, leveraging Kpop trends Complete localized digital assets (web & social), promoting an eco-friendly and natural product line ,NYX ,WEB The NYX website is localized and contains similar content to Maybelline, with the addition of an ongoing calendar of Makeup Workshop events ,SOCIAL Content strategies on all accounts focusing on products, tips and relevant fashion/beauty news. The account posts about upcoming workshops and occasionally leverages global content ,Engagement on all NYX accounts is very low, and the brand even includes a YouTube link on its website that does not link anywhere ,Twitter: 800 Followers Facebook: 40k Fans ,Sari Ayu Martha Tilaar ,WEB The Sari Ayu Martha Tilaar website is smoother and lighter colored compared to the other brands, owing to its focus on natural and organic products. The site features its products, news, tips and connection to social media. ,SOCIAL All social account focus on product news, general lifestyle content as well as healthy living, once again coming from the organic/natural approach for the brand. ,Sari Ayu Martha Tilaar also runs an Instagram account, but there is very limited activity and the curation lacks quality. ,Twitter: 12k Followers Facebook: 83k Fans Instagram: 46 Followers ,Wardah ,WEB The Wardah website is very simple and provides product information, and tips. The interesting proposition from Wardah is that it focuses on content specifically for women who wear a hijab, providing a unique approach to beauty and cosmetics paired with Muslim wear. There is no e-Commerce option yet. ,SOCIAL Wardah social accounts have a very high engagement rate, due to the very specific hijab-focused content. It is curated and written especially for millions of Muslim women, and approaches beauty in a very conservative but classy way. ,The brand’s strength lies in its direct connection with the Hijaber lifestyle. ,Twitter: 50k Followers Facebook: 1.2M Fans ,The Face Shop ,WEB Riding on the success of K-Pop in Indonesia, The Face Shop provides an online portal with product information, news and even CRM capabilities with a membership program and E-DM newsletter. ,SOCIAL The social accounts focus mainly on product news and updates, promotions and events, without any lifestyle content. There are complaints about unresponsiveness of membership program and lack of customer service via social. ,Skewed towards a younger audience, the brand provides natural/organic products that leverage Korean heritage and the trend of Korean music and film in Indonesia. A Pinterest account has been set up but is inactive. ,Twitter: 18k Followers Facebook: 111k Fans Pinterest: 26 Followers ,42 ,The Product ,Just Bitten Kissable Lip Balm Launch & Insights ,43 ,The Launch ,THE JUST BITTEN COLLECTION was officially launched early in 2013, but we did not find any activity until July 2013 with the “Revlon’s Best Friend Forever” launch event. The event introduced new celebrity brand ambassadors (Jessica Iskandar, Lala Karmela), and also featured Dinda and Ruth, a make up artist and a beauty blogger. ,Set in an intimate environment, the event welcomed beauty and fashion bloggers to the new line of products and for a chance to meet their idols. Each attendee was gifted a goodie-bag with new products for review. ,44 ,The Launch ,Since then, we have only seen a few Facebook posts about the product, featuring young women and the various shades. A few posts have asked questions about which are the followers’ favorite shades, and there was even a quiz asking fans to share their Just Bittten Kissable stories to win a product package. ,45 ,The Launch ,Posts are scheduled sporadically, and many of the comments are asking about availability of product and pricing. ,46 ,Perception ,Despite complaints about availability, the product reception is very very positive. Young Indonesians are attracted to the colors, the high quality of the product and also like the name of the product as it emanates a sexy, confident feel. ,Enthusiasm to buy and try is very high, and there are some people who have been eagerly awaiting the product arrival in Indonesia. ,47 ,Perception ,According to some people who have tried this product, they assume that the product is very good. They were delighted with the cute packaging (retractable and doesn’t require a sharpener), simple usability between lip balm and lipstick color in one package, soft texture with full mosturizer, it’s long lasting, and a choice of attractive colors at an affordable price. ,However, some also feel that this product is not as soft as promoted. The resulting color is also very sheer and thin, so they have to apply it repeatedly for vibrant color (which allows versatility). But overall, they love this product and recommend to others to use it for daily make up. ,48 ,But, there are a lot of competitive brands, especially of Korean origin ,49 ,Consumer Truth ,Indonesian women & the beauty category ,Dip Stick Research in Jakarta ,We conducted a quick dipstick survey in Jakarta, to understand more how women are making make up choices & what drives those choices. Here are some key insights which led to our communication strategy ,51 ,The Asian Hierarchy of Needs ,As part of our Generation Asia study of young adults age 18-35, we have identified that consumer behavior in Asia is very different than the west ,The main differences lie in the 2nd half of the pyramid which reads Affiliation, Admiration and Status ➜ Affiliation – the need to feel accepted by a group ➜ Admiration – the need to feel admired by the group Status – the need to be revered by society ,➜ ,Due to the very tribal nature of Indonesians, rooted in the “Gotong Royong” culture passed on over centuries, we can see that this framework is relevant and applicable ,1 . C o l o r Va r i e t y i s I m p o r t a n t ,I n d o n e s i a n w o m e n l o v e m a k e u p . T h e y l o v e t h e n u d e c o l o r t h a t i s n o t t o o f e s t i v e f o r e v e r y d a y w e a r . F o r t h e s p e c i a l o c c a s i o n , t h e y w i l l c h o o s e a m o r e s t a n d o u t c o l o r l i k e r e d o r p u r p l e ,T h i s i s b o r n o u t o f t h e affil i a t i o n s t a t e , a s s t a n d i n g o u t i s n o t a l w a y s s e e n a s p o s i t i v e , u n l e s s e v e r y o n e e l s e i s d o i n g i t t o o ,2 . Tr y & B u y ,T h e r e i s a t e n d e n c y t h a t I n d o n e s i a n w o m e n w a n t t o b u y a p r o d u c t o n l y a f t e r t r i a l . T h e y d o l o v e t o t r y n e w c o s m e t i c p r o d u c t s , e v e n i f t h e y a r e n o t s u r e o f t h e s u i t a b i l i t y ,T h i s i s b o r n o u t o f a n e e d f o r s t a t u s , w h e r e i f t h e y w e r e t h e d i s c o v e r e r o f a n e w p r o d u c t / s h a d e , t h e y w o u l d b e c o m e a d m i r e d ,3 . W O M i s C r i t i c a l ,R e c o m m e n d a t i o n s , e i t h e r o f a n e x p e r t o f p e e r s i s t i p p i n g p o i n t i n t r i a l a n d p u r c h a s e b o t h . A d m i r a t i o n d r i v e s t h i s n e e d f o r t h e m t o b e p a r t o f a g r o u p ,MARKET: ,Indonesians want to be entertained across platforms and channels ,STE,HHG,I,TS,N,I,CATEGORY: ,The consumer is key. Entertain or provide something of value to remain top of mind. Consumers are looking to stand out and be different ,BRAND: ,Well liked, with high demand in stores due to positive associations towards the brand and product ,CONSUMER: ,Indonesians are looking for a versatile multi purpose product that can address their needs in different situations ,TRY AND BUY ,STRATEGIC DRIVERS ,COLOR VARIETY IS IMPORTANT ,WOM IS CRITICAL ,How do we translate these strategic drivers into a communication platform for REVLON? ,MARKET: ,Indonesians want to be entertained across platforms and channels ,STE,HHG,I,TS,N,I,CATEGORY: ,The consumer is key. Entertain or provide something of value to remain top of mind. Consumers are looking to stand out and be different ,BRAND: ,Well liked, with high demand in stores due to positive associations towards the brand and product ,CONSUMER: ,Indonesians are looking for a versatile multi purpose product that can address their needs in different situations ,TRY AND BUY ,STRATEGIC DRIVERS ,COLOR VARIETY IS IMPORTANT ,WOM IS CRITICAL ,A Splash Of Color ,MARKET: ,Indonesians want to be entertained across platforms and channels ,STE,HHG,I,TS,N,I,CATEGORY: ,The consumer is key. Entertain or provide something of value to remain top of mind. Consumers are looking to stand out and be different ,BRAND: ,Well liked, with high demand in stores due to positive associations towards the brand and product ,CONSUMER: ,Indonesians are looking for a versatile multi purpose product that can address their needs in different situations ,TRY AND BUY ,STRATEGIC DRIVERS ,COLOR VARIETY IS IMPORTANT ,WOM IS CRITICAL ,➜ Drive through the product’s COLOR versatility ,➜ Appeal to Influencers – Men! ,➜ Create a need to be part of a Kissable Community ,➜ Create opportunity for Trial ,58 ,Inspired by Color ,Tapping into the insight that the colors are one of the features that attract young Indonesians most to the Just Bitten Kissable line, we will launch the line with color inspirations for each of the product’s shades. We will bring this to life through branded content on social media platforms ,59 ,60 ,Men Speak! ,This is a chance for women to hear what men have to say about the meaning of “Kissable”. It will be a collection of branded content from the men’s point of view, answering the deepest questions that women want to know, including what is the perfect shade and who has the most kissable lips? ,61 ,62 ,The Most Kissable Contest ,Now that we have introduced the product and also created interest in what men think are kissable lips, we add in a bit of fun competition into it! ,63 ,How it works ,There is a tendency that Indonesian women want to buy a product that they can try directly before purchasing it. To incorporate fun into these product trials, the Most Kissable Indonesian application invites in-store customers to join an online photo challenge and bring their physical shopping experience to the digital space. To participate, the user has to experience 3 phases: ,Trial ,Challenge ,Win ,64 ,Induce product trial ,Trial ,Challenge ,Win ,How it works ,1. Visit the physical retail store and try on the Just Bitten Kissable Lip Balm sample(s) ,65 ,Join photo challenge ,Trial ,Challenge ,Win ,How it works ,2. Join the Most Kissable photo challenge, which require participants to take a photo of their Just Bitten Kissable lips in-store ,3. Upload photo to the Most Kissable Indonesian application (this can be hosted on Facebook or mobile-optimized site) ,4. Choose from the pre-fixed range of frames to decorate uploaded photo ,66 ,Spotlight winners ,Trial ,Challenge ,Win ,How it works ,6. By participating, users will stand a chance to win prizes: § Grand Prize: Most Kissable Ambassador § Weekly Prize: Goodie Bag 7. The best images will also be featured on Revlon’s Facebook wall, and weekly winners will be featured in Facebook Cover Photo ,67 ,The most Kissable Indonesian PicMix contest ,With over 3 million people in Indonesia on PicMix (Blackberry, Android, iPhone), this photo-sharing platform will serve as an ideal channel extension for the Most Kissable Indonesian photo contest. ,Mechanics for the PicMix contest would be the same, and fans can participate instantly from the Revlon photo booths stationed at various malls in Indonesia. ,68 ,What’s Your Flava Application ,To keep the interest sustained in the product, we can make it exciting for users to select and then buy more than one color of the product ,69 ,How it works ,With 12 amazing colors to choose from, how does a customer know which one is best for her? By connecting to this Facebook app, users can find out which flavor stands for their unique personality and profile. To find out if they are a Darling or Romantic, users will have to experience the following 3 Is: ,Identify ,Invite ,Incentivize ,70 ,Identify your color ,Identify ,Invite ,Incentivize ,How it works ,1. Connect to the What’s Your Flava application on Facebook ,2. By answering a given set of questions, users can discover which Just Bitten Kissable Lip Balm color best reflects their personality ,71 ,Invite your friends ,Identify ,Invite ,Incentivize ,How it works ,3. Users can share their newly discovered color identity with their Facebook friends, and invite the latter to discover their own color fit too ,72 ,Incentivize with makeover ,Identify ,Invite ,Incentivize ,How it works ,4. To make it more social, the higher the participation rate among the friends that you have invited, the higher are your chances of winning a full makeover sponsored by Revlon ,73 ,50 Shades of Kiss ,Acknowledging that Indonesian women place significant emphasis on social affirmation, we will need to implement a blogger outreach strategy that is both interesting and engaging ,74 ,50 Shades of Kiss – Blogger Outreach ,50 Shades of Kiss is a blogger outreach strategy that leverages on 10 local fashion bloggers to influence Indonesian women seeking social affirmation. This blogger strategy will be executed through these phases: ,Trial ,Challenge ,Influence ,75 ,Inducing fun into trials ,Trial ,Challenge ,Influence ,How it works ,1. We will select 10 key fashion bloggers in Indonesia ,2. Each of these bloggers will be given a set of Just Bitten Kissable Lip Balm products as well as a list of challenges that they need to complete ,3. These daily challenges will involve the bloggers to experiment with the given colors and shades ,76 ,Influence community ,Trial ,Challenge ,Influence ,How it works ,4. Each blogger must complete at least 10 challenges for a chance to win the following: § Weekly winners of additional colors § Monthly winners of an entire set of Revlon products ,5. To make it more interactive and social, bloggers will invite community members to participate in the game as well ,77 ,50 Shades of Kiss – Strategic Partnership ,With over 60,000 registered forum members in Indonesia, the Female Daily Network is a great strategic partner for the blogger outreach program. They have a great network of contributors, and plenty of experience and credibility among women in Indonesia. ,Female Daily Network also has extensive experience in setting up on-ground events for female-centric brands. ,Just Bitten Kissable China ,How can we launch this product in China ,79 ,The brief ,➜ ,Propose a digital plan for re-supporting Just Bitten Kissable Lip Balm ,➜ Objective is to take the popularity of the product to the next level ,80 ,… but we realised ,➜ ,The Revlon Just Bitten Kissable Lip Balm has not yet launched in China ,➜ But, as China is a key market for us in the region, we wanted to bring to life a launch campaign for the product ,➜ ,Since this product has been launched in India, and with a successful campaign #TwiceAsGood, we have worked to showcase how this same proposition can become a regional concept that is also usable for launch in China ,81 ,#TwiceAsGood ,The India launch story ,82 ,Lips and consumer insights in India ,➜ ,➜ ,Through this research, we found that the two most important attributes for Indian women are color payoff and lip care ,Long stay was not a paramount consideration for them ,➜ Most women always carry both a lipstick and a lip balm in their bags at all times. As a habit, they first apply the lip balm and then the lipstick ,“I love wearing bright colors. They bring my real self out.” ,“Softness on my lips is vital” ,83 ,The product fit ,➜ ,The Just Bitten Kissable Lip Balm is a pampering balm fused with a lightweight lip color ,➜ Hence, this product is perfect for the Indian woman who now does not need to buy 2 products for her lips ,➜ ,➜ ,The product is twice as good as an ordinary lipstick and also twice as good as an ordinary lip balm ,It is the perfect replacement for the 2 products she carries in her purse ,Marrying the gap between the truths of the brand scenario ,Consumer truth ,Product truth ,“I need care for the lips without compromise of color and long last” ,“Color and moisture of a balm in one product” ,Just bitten kissable lip balm ,84 ,The emotional connect ,➜ Women everywhere in the world essay many roles in their lives – they are mothers, sisters, professionals, teachers, and many other things ,➜ ,➜ ,➜ ,➜ ,Through #TwiceAsGood, we wanted to give Indian women a way for them to celebrate the multiple aspects of their personality ,In India, traditionally, women are expected to dedicate their lives to their families, with societal pressure suggesting she is irresponsible if she does something for herself ,This is slowly changing – the Revlon woman is part of this transient generation and is embracing her own independence while she goes after the things that make her happy ,The campaign therefore empowered women to boldly declare to the world that there is more to them than meets the eye ,85 ,The campaign ,➜ ,The campaign kicked off with teasers where we featured the dual roles played by our brand ambassadors, Indian celebrities and ordinary Indian women (as shown on right) ,➜ We engaged key beauty bloggers where we gave them a preview of the products before launch and asked them to write an article on the dual roles they play in their lives ,➜ Once we introduced the product, we then ran a Twitter contest asking our fans to tell us what makes them #TwiceAsGood to stand a chance to win samples of the product ,86 ,The campaign ,➜ Once our fans were clued in to what #TwiceAsGood meant through the content and Twitter contest, we launched the #TwiceAsGood Facebook Application where fans could upload 2 pictures of themselves depicting their dual sides and generate custom cover photos to put onto their profiles ,87 ,But, to evaluate if this concept would work for China, we need to first dive deeper into market-level insights. We started with looking at what the digital landscape for China looks like. ,88 ,China has ,the largest ,internet population worldwide ,There are more internet users in China than the total population of US + Japan + Russia ,Penetration Rate ,44.1 ,59056 ,36.2 ,39.9 ,53760 ,48500 ,70000 ,60000 ,50000 ,40000 ,30000 ,20000 ,10000 ,0 ,Millions of People ,2011 ,2012 Number of Internet Users ,2013 ,89 ,Social is everywhere ,597,000,000 ,Active Chinese social media users ,564,000,000 ,Micro-blog accounts (equivalent of Twitter) ,500,000,000 ,Wechat registered users (equivalent of WhatsApp) ,China’s Biggest Instant Messenger – QQ: Snapshot of QQ’s Concurrent User IP Diagram ,90 ,Mobile internet users outnumber pc-based internet users ,> ,420,000,000 ,Mobile Internet Users ,398,000,000 ,PC-Based Internet Users ,SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) ,91 ,Chinese online behavior is diversified… ,but with focus on key platforms ,Video ,Social Media ,Search ,Online Games ,eCommerce ,8% ,8% ,7% ,News ,5% ,Entertainment ,3% ,e-Mail ,2% ,Portal ,1% ,29% ,25% ,With key players ,Micro-blog ,SNS ,Online video ,Portal ,B u t , two t re n d s w h i c h we s h o u l d l e ve r a g e ,93 ,QRCode: the hottest tool to link online and offline ,Shopping ,Information ,Entertainment ,Multi-screen ,§ Vending machine § Window shopping ,§ Bus stop § Business card § Product packaging ,§ E-coupon § Gift tag ,§ TVC § Billboard § Magazine/newspapers ,94 ,WeChat: the rising star among all ,First quarter of 2013: 195M monthly active users 228.4% increase in a year ,300M ,500M ,100M ,200M ,21 Jan 2011 (Inception) ,29 Mar 2012 ,17 Sep 2012 ,15 Jan 2013 ,Going forward ,95 ,After this, we went on to evaluate the competing products in the market and how brands have communicated them ,96 ,Competitor scan ,Brand/Product ,CLINIQUE Chubby Stick ,L’ORÉAL PARIS Shine Caresse ,MAYBELLINE ,Competition ,Website ,Sina Weibo ,Tencent Weibo ,RenRen ,Youku brand channel ,Other channels ,Direct competition ,✔ (with e-store) ,Related category ,Related category ,✔ (with trial center - Beauty Genius) ,✔ (with CRM) ,✔ ,- ,- ,✔ ,- ,- ,✔ ,✔ ,✔ ,- • Official online store • Official TMall flagship store • Retail counters in major malls • Sephora stores ,✔ • Official TMall store • Other online B2C sites ,(Amazon, JD.com, Jumei.com) • Retail counters in malls (lower tier cities or lower tier malls) • Retail counters in hypermarkets • Drugstores ,✔ • Official TMall store • Other online B2C sites (Lefeng.com, Jumei.com) • Retail counters in malls Retail counters in hypermarkets • Local cosmetic chain store (Gialen) • Drugstores ,97 ,Most importantly, we spoke to our target audience in China to understand their attitudes towards make-up as well as gather insights on their behavior towards lip products. ,98 ,Online ,They are divas, showing off and enjoying the spotlight on them… ,They are focused on sharing to gain social currency ,Photo about gourmet，self and friends… ,Message about shopping, fashion, lifestyle ,2010 ,16% ,2012 ,79% ,25% ,66% ,99 ,But onground ,They are not so sure about “standing out too much” ,100 ,The real story of a potential consumer ,“I was going to the gym the other day, with my new pink lipstick and matching sports outfit. With the lipstick on, I ran better and harder on the treadmill than ever before. ,But when I went to my trainer, he said, ‘You have to take off your lipstick. It's too sexy. It's not appropriate.’” ,--- Jess, Age 26, Lives in Shanghai ,101 ,Our consumer insights ,Internal conflict ,She wants to do more but is shackled by societal pressure ,Role of cosmetics ,She wants to express herself and make-up is her form of expression ,Cultural tensions ,She wants to be taken seriously but femininity is getting in her way ,Social validation ,She wants to feel good and she trusts that her friends will help her ,102 ,Our consumer insights ,Internal conflict ,While Chinese women are modern in the way they dress and behave, the family value system is still extremely traditional with a woman’s first responsibility lying with the family. In this scenario, she is torn between her internal self and her external self – where she wants to do more but is shackled by societal pressures. ,Role of cosmetics ,She wants to express herself and make-up is her form of expression ,Cultural tensions ,She wants to be taken seriously but femininity is getting in her way ,Social validation ,She wants to feel good and she trusts that her friends will help her ,103 ,Our consumer insights ,Internal conflict ,Role of cosmetics ,While Chinese women are modern in the way they dress and behave, the family value system is still extremely traditional with a woman’s first responsibility lying with the family. In this scenario, she is torn between her internal self and her external self – where she wants to do more but is shackled by societal pressures. ,For the Chinese women, cosmetics are an avenue for her to express her various moods. She uses makeup to feel serious and successful for a business meeting as well as to feel fun and energetic for a social outing. Make-up is the way she expresses various aspects of her personality. ,Cultural tensions ,She wants to be taken seriously but femininity is getting in her way ,Social validation ,She wants to feel good and she trusts that her friends will help her ,104 ,Our consumer insights ,Internal conflict ,Role of cosmetics ,While Chinese women are modern in the way they dress and behave, the family value system is still extremely traditional with a woman’s first responsibility lying with the family. In this scenario, she is torn between her internal self and her external self – where she wants to do more but is shackled by societal pressures. ,For the Chinese women, cosmetics are an avenue for her to express her various moods. She uses makeup to feel serious and successful for a business meeting as well as to feel fun and energetic for a social outing. Make-up is the way she expresses various aspects of her personality. ,Cultural tensions ,Despite living in a modern society, Chinese women are still not considered equal to men and have to work extra hard to gain the same status. This is especially true in the workplace, where women feel the need to downplay their femininity to match their male colleagues. Women therefore tend to project a more serious image of themselves. ,Social validation ,She wants to feel good and she trusts that her friends will help her ,105 ,Our consumer insights ,Internal conflict ,Role of cosmetics ,While Chinese women are modern in the way they dress and behave, the family value system is still extremely traditional with a woman’s first responsibility lying with the family. In this scenario, she is torn between her internal self and her external self – where she wants to do more but is shackled by societal pressures. ,For the Chinese women, cosmetics are an avenue for her to express her various moods. She uses makeup to feel serious and successful for a business meeting as well as to feel fun and energetic for a social outing. Make-up is the way she expresses various aspects of her personality. ,Cultural tensions ,Social validation ,Despite living in a modern society, Chinese women are still not considered equal to men and have to work extra hard to gain the same status. This is especially true in the workplace, where women feel the need to downplay their femininity to match their male colleagues. Women therefore tend to project a more serious image of themselves. ,Social validation is important to Chinese women. This is why social networking sites like Sina Weibo and Wechat are such a critical part of their lives. A public declaration or acknowledgement goes a long way for these women. ,106 ,Our consumer insights ,Internal conflict ,Role of cosmetics ,While Chinese women are modern in the way they dress and behave, the family value system is still extremely traditional with a woman’s first responsibility lying with the family. In this scenario, she is torn between her internal self and her external self – where she wants to do more but is shackled by societal pressures. ,For the Chinese women, cosmetics are an avenue for her to express her various moods. She uses makeup to feel serious and successful for a business meeting as well as to feel fun and energetic for a social outing. Make-up is the way she expresses various aspects of her personality. ,Cultural tensions ,Social validation ,How can we help women to embrace their femininity and declare to the world that there is much more to them? ,Despite living in a modern society, Chinese women are still not considered equal to men and have to work extra hard to gain the same status. This is especially true in the workplace, where women feel the need to downplay their femininity to match their male colleagues. Women therefore tend to project a more serious image of themselves. ,Social validation is important to Chinese women. This is why social networking sites like Sina Weibo and Wechat are such a critical part of their lives. A public declaration or acknowledgement goes a long way for these women. ,#TwiceAsGood ,To be the brand that encourages, enables and incentivizes young Chinese women to explore and celebrate their dual identity
,I am a tough and rugged explorer. ,I am a sweet and caring teacher. ,We n ow l o o k a t h ow w e c a n b r i n g t o g e t h e r t h e c omm u n i c a t i o n p l a t f o rm w i t h t h e l e a d i n g d i g i t a l t r e n d s t o c r e a t e a n effe c t i v e c am p a i g n f r am ew o r k ,110 ,Campaign framework ,Functional Message ,“Am I #TwiceAsGood?” Offer an original experience with first-time-ever, signature QR code ,#TwiceAsGood ,Emotional Message ,“Are You #TwiceAsGood?” Offer social currency with personalized & interactive video ,Mobile QR code ,Utilize QR code as the key access point to the full experience: product, social, e-commerce, online to offline ,Social network based ,user engaged content ,Based on social relationships to encourage peer conversation ,111 ,Am I #TwiceAsGood? ,How can we bring the message of product attributes to Chinese consumers, on a channel they interact with often. How can we create something that can be used across online and offline assets and become iconic of the campaign ,112 ,The lip QR code ,➜ ,➜ A cornerstone of this our first idea Iconic, specially designed to represent both category and brand ➜ A gateway to both product information and trial ,113 ,How it works? ,The campaign asks the consumer the question of “Are Your Lips #TwiceAsGood?” To find out, the user has to experience 4 phases: ,View ,Interact ,Share ,Buy ,114 ,View the aesthetics ,View ,Interact ,Share ,Buy ,How it works ,1. The QR code appears at the end of a a pre-roll TVC or interactive banner ad 2. User scans the QR code with smartphone ,3. User will be directed to a HTML5 landing page, where she can virtually interact with the lip balm ,115 ,Interact with product ,View ,Interact ,Share ,Buy ,How it works ,4. To virtually experience the effect of the lip balm, the user uploads a photo of her lips to the site 5. User will select a color from the multiple filter choices (as shown on right). The selected color will overlay the photo so that the user can determine if the color complements their lips ,116 ,Share the experience ,View ,Interact ,Share ,Buy ,How it works ,6. To complete the virtual product experience, the user can show off her beautified lips to her friends on social networks ,Share your lips with friends ,Reveal product benefit ,117 ,Buy for your loved one ,View ,Interact ,Share ,Buy ,How it works ,7. As a bonus, user can share her beautified lips on WeChat with her partner or husband, with an e-coupon attached for him to purchase the product for her ,8. He can redeem the e-coupon at either online or offline retail stores ,Do you think I have “twice as good” lips? ,Wow you look good! I’m impressed! ,E-Coupon attached ,118 ,Integrate for a holistic experience ,Today’s customers want greater choice, and this also means a greater choice of ways to access and engage with a brand. ,To deliver a more holistic customer experience, this digital campaign can be extended to offline platforms, including out-of-home advertising at malls as well as print ads in magazines and at in-store counters. ,Counter ,iPad ,Magazine ,Shopping malls ,119 ,Are you #TwiceAsGood? ,Taking the campaign into the emotional sphere, we now start exploring Twice As Good from the perspective of what it means in women’s lives ,120 ,Co-creating #TwiceAsGood ,Combining the two most popular online activities amongst Chinese netizens (i.e. videos + social networking), social interactive videos will help to generate engagement and buzz to win earned media. In order to co-create these videos with their friends, the Chinese users have to experience the 4Is: ,Interest ,Interact ,Invite ,Innovate ,121 ,Pique your interest ,Interest ,Interact ,Invite ,Innovate ,How it works ,1. Launching on WeChat and Sina Weibo, the teaser videos will reveal two photos depicting a KOL’s secret second personality to arouse audience interest ,YURINA: A FAMOUS BEAUTY BLOGGER http://blog.sina.com.cn/yurinashan ,122 ,Pique your interest ,Interest ,Interact ,Invite ,Innovate ,How it works ,2. User can upload two photos – each representing a side of their two aspects ,3. They can pick from a variety of video themes and background music ,4. User will receive a personalized video that is generated by the social app. Each video will contain a side-by-side comparison of the KOL story, product story & the user ’s own photos weaved in ,123 ,Pique your interest ,Interest ,Interact ,Invite ,Innovate ,How it works ,4. User can share her personalized video with her friends across social platforms 5. Users can then invite friends to guess the roles of her dual identity by commenting on her video ,124 ,Pique your interest ,Interest ,Interact ,Invite ,Innovate ,How it works ,6. After the user receives these responses, she can create another video which now has not just her roles but also weaves in what her friends guesses ,7. Again for this video also, users can pick themes and music options to personalize the video experience ,Lash potion Launch ,S o w h a t d o e s L a s h P o t i o n n e e d t o we a ve i t s m a g i c i n A s i a? ,We h a ve a n i n n ov a t i ve p ro d u c t . ,We h a ve a r i c h h e r i t a g e . ,A l l we n e e d n ow i s a w i n n i n g p ro p o s i t i o n . ,T h i s i s t h e s t o r y o f h ow we p u r s u e d a n d f o u n d t h a t p ro p o s i t i o n . ,We s t a r t e d by u n d e r s t a n d i n g t h e m a r ke t . ,132 ,The 4Cs Framework ,CONSUMER ,COMPETITION ,COMMUNICATION ,CHANNEL ,133 ,1. Consumer ,Who is she? ,134 ,Generation Asia ,➜ An in-depth study of 18 – 35 year olds living in Asia across china to India. ,➜ Asia’s most comprehensive psychographic and brand study. ,➜ Gauges how they think and live life and measures what they feel about brands. ,➜ Covers 10 countries and over 200 brands. ,135 ,The Asian woman loves to experiment ,Across a host of topics from food to technology to cosmetics, Asian women within the age group of 19 to 45 exhibit a high propensity ,to experiment. ,136 ,The Asian woman is spontaneous ,Across a host of topics from food to technology to cosmetics, Asian women within the age group of 19 to 45 exhibit a high level ,of spontaneity. ,137 ,The Asian woman is creative ,Across a host of topics from food to technology to cosmetics, Asian women within the age group of 19 to 45 exhibit a high level of creativity. ,H owe ve r… ,139 ,She also believes in family values ,Across a host of topics from relationships to love to family, Asian women within the age group of 19 to 45 exhibit a high level of belief in traditional ,family values. ,140 ,And she saves money & spends it wisely ,Across a host of topics from financial management to family, Asian women within the age group of 19 to 45 exhibit a high level of belief and practice in ,saving/spending wisely. ,W h a t ’ s h e r re l a t i o n s h i p w i t h M a s c a r a? ,Dipstick research with consumers ,8 In-depth interviews ,➜ HK | Taiwan | China | Malaysia ➜ Respondents 22 yrs – 36 yrs ➜ Users of M.A.C | Maybelline | L’Oreal | Revlon ,143 ,High category engagement ,➜ Follow an elaborate facial make-up regimen that involves concealer + foundation + blush. ,➜ Eyes get a ‘curling+mascara+eyeliner ’ treatment. ,➜ Have used ‘Falsies’ on some occasions. ,➜ Eye shadows are reserved for night-out. ,144 ,‘Pop eyes’ aspiration ,➜ Experiment with colored lenses to get a bigger, clearer eyes feel. ,➜ Some have undergone a ‘double eyelid’ surgery. ,➜ Hope for their children to be born with ‘big eyes’. ,I n h e r wo rd s … ,146 ,‘My big debate is should I wear Black Mascara or Brown Mascara’ JANET CHEN
,‘There is no limit to the Mascara bottles I own’ TIFFANY TSAI
,‘There’s the me before Mascara and me after Mascara’ MIA HE
,‘I hate taking Mascara off at night’ ELAINE ZHOU
,147 ,‘Nothing but a red lippy and a voluminous Mascara’ KARMEN XU
,‘Mascara is ALWAYS a must’ EVA YAO
,‘To get super-curled lashes, I apply a coat of mascara first and let it set a few seconds before curling’ IRENE GU
,I n w h a t s h e ’ s re a d i n g . ,149 ,Falsies, Volume & Smoky ,Cosmopolitan - Sept 2013 Issue Elle - Sept 2013 Issue ,Tips on how to master the smoky eye look ,Tips on how to choose different brushes ,Tips on how to use individual false eyelashes ,A l l o f t h i s t e l l s u s t h a t . ,T h e A s i a n wom a n i s a t t h e t h re s h o l d o f c h a n g e . ,S h e ex p e r im e n t s . S h e b re a k s f re e . B u t o n e s t e p a t a t im e . ,C l e a r l y, t h e re ’ s a p e r s o n a l re l a t i o n s h i p b e twe e n a wom a n a n d h e r m a s c a r a . ,I t l i b e r a t e s . I t t r a n s f o rm s . I t e n l i ve n s . ,I t ’ s t h e fi n i s h i n g t o u c h a n d s h e w a n t s t o e n d i t we l l . ,156 ,The 4Cs Framework ,CONSUMER ,Asian Women are at the cusp of change. They are creative, spontaneous and expressive. With the effect it gives, the Mascara has come to be an important tool in embodying this change. It’s more than just an accent to her eyes. It’s her way of saying she’s embracing the change. ,COMPETITION ,COMMUNICATION ,CHANNEL ,157 ,2. Competition ,What are they up to in Asia? ,The Maybelline world includes ,O p i n i o n l e a d e r s G i r l y - fl i r t y - p l a y f u l N Y a s s o c i a t i o n s C e l e b r a t i n g c u l t u r a l s h i f t s ,The L’Oreal world includes ,C a n n e s r e d c a r p e t c r e d e n t i a l s D e s t i n a t i o n ‘ l o o k s ’ L u x u r y - c o u t u r e l o o k / f e e l D e d i c a t e d b e a u t y w e b s i t e s ,The M.A.C. world includes ,F a s h i o n w e e k a s s o c i a t i o n s E d g y i n l o o k & f e e l T h e b r a n d P O V c a n p o l a r i z e c o n s u m e r s C r e d i b i l i t y t h r o u g h r a m p m o d e l s G l o b a l a s s e t s m i n i m a l l o c a l i s a t i o n ,The Majolica world includes ,S u r r e a l – w o n d e r l a n d l o o k / f e e l S t r o n g S h e i s i d o o v e r h a n g O n l y A s i a n m o d e l s D e s t i n a t i o n l o o k s a r o u n d f a n t a s y /m a g i c ,The ,MAXFACTOR ,World includes ,L o c a l i z e d t o n e / m a n n e r & c h a n n e l M a k e - u p a r t i s t c r e d e n t i a l s A c c e s s i b l e / i n t u i t i v e N o m e n t i o n o f H o l l y w o o d a s s o c i a t i o n s ,What are the brands addressing ,really? ,Saving ,Feed ,Deny ,Curiosity ,Feed ,Deny ,To hoard, collect, capture, store ,To give, generosity, distribute, spend ,To explore learn, grow, achieve, education ,To maintain, contentment, self-satisfied ,Family ,Order ,Feed ,To raise, nurture, care for, look after, assist others ,Deny ,Feed ,Deny ,To value yourself, receive care, protected, loved, advised ,Cleanliness, organization, predictability, anti-chaos ,Chaos, spontaneity, change, novelty, ambiguity ,Romance ,Vengeance ,Power ,Independence ,Feed ,Deny ,Feed ,Deny ,Feed ,Sex, beauty, aesthesis, intimacy ,Puritanical, Plain, Asexual ,Desire for aggression, competition, undermining another ,Tolerance, forgiveness, peace-keeping ,To influence others, imposing will, persuade ,Deny ,Compassion, sympathy, forgive, submission, conformity, obedience ,Feed ,Desire for self-reliance, individualism, be unique, take opposite side ,Deny ,Devotion, dependency, avoid being alone ,Honor ,Social Contact ,Hunger ,Feed ,Drive by what’s come before, stay in line, admire a superior ,Deny ,Feed ,Deny ,Feed ,Deny ,Puritanical, Plain, Asexual ,Companionship, connection, relationships, community ,Privacy, personal time, evade, social withdrawal, depart ,To consume, take in ,Deprive self, avoid intake, repulsion ,Acceptance ,Tranquility ,Physicality ,Feed ,Inclusion, avoid humiliation, avoid being singled out conformity ,Deny ,Feed ,Deny ,Feed ,Deny ,Self-Actualization, Genuineness, Sincerity ,Calm, avoid aversive sensation, anti-stress, defend against assault ,Adrenaline, engagement, bravery, fearless make an impression, be seen/heard ,To experience through senses, playfulness, adventure ,Responsibility, measured ‘think first’ ,Idealism ,Feed ,Deny ,Desire for social justice, causes, what’s “right,” community belonging ,Self-focus, priority on personal agenda, indulgences, ease ,Social Standing ,Feed ,Desire for stature, celebrity, prestige ,Deny ,Egalitarianism, populist, simplify, Humbleness ,Motivator Tool ,Saving ,Feed ,Deny ,Feed ,Curiosity ,Deny ,Feed ,Family ,Deny ,Feed ,Order ,Deny ,Curiosity ,To explore learn, grow, achieve, education ,To maintain, contentment, self-satisfied ,Family ,To raise, nurture, care for, look after, assist others ,To value yourself, receive care, protected, loved, advised ,Cleanliness, organization, predictability, anti-chaos ,Order ,Chaos, spontaneity, change, novelty, ambiguity ,Vengeance ,Deny ,Feed ,Feed ,Power ,Deny ,Independence ,Feed ,Deny ,To hoard, collect, capture, store ,Saving ,To give, generosity, distribute, spend ,Romance ,Deny ,Feed ,Sex, beauty, aesthesis, intimacy ,Romance ,Puritanical, Plain, Asexual ,Honor ,Deny ,Feed ,Honor ,Puritanical, Plain, Asexual ,Drive by what’s come before, stay in line, admire a superior ,Vengeance ,Tolerance, forgiveness, peace-keeping ,Desire for aggression, competition, undermining another ,Social Contact ,Deny ,Feed ,Companionship, connection, relationships, community ,Social Contact ,Privacy, personal time, evade, social withdrawal, depart ,To influence others, imposing will, persuade ,Power ,Compassion, sympathy, forgive, submission, conformity, obedience ,Hunger ,Independence ,Devotion, dependency, avoid being alone ,Desire for self-reliance, individualism, be unique, take opposite side ,Idealism ,Feed ,Deny ,Feed ,Deny ,To consumer, take in ,Hunger ,Deprive self, avoid intake, repulsion ,Idealism ,Desire for social justice, causes, what’s “right,” community belonging ,Self-focus, priority on personal agenda, indulgences, ease Deny ,Acceptance ,Deny ,Feed ,Tranquility ,Deny ,Feed ,Physicality ,Feed ,Deny ,Social Standing ,Social Standing ,Feed ,Acceptance ,Self-Actualization, Genuineness, Sincerity ,Inclusion, avoid humiliation, avoid being singled out conformity ,Tranquility ,Calm, avoid aversive sensation, anti-stress, defend against assault ,Adrenaline, engagement, bravery, fearless make an impression, be seen/heard ,To experience through senses, playfulness, adventure ,Physicality ,Responsibility, measured ‘think first’ ,L’Oreal ,Desire for stature, celebrity, prestige ,Egalitarianism, populist, simplify, Humbleness ,• Cannes/Actress ambassadors/Prestige associations ,Saving ,Feed ,Deny ,Feed ,Curiosity ,Deny ,Feed ,Family ,Deny ,Feed ,Order ,Deny ,Curiosity ,To explore learn, grow, achieve, education ,To maintain, contentment, self-satisfied ,Family ,To raise, nurture, care for, look after, assist others ,To value yourself, receive care, protected, loved, advised ,Cleanliness, organization, predictability, anti-chaos ,Order ,Chaos, spontaneity, change, novelty, ambiguity ,Vengeance ,Deny ,Feed ,Feed ,Power ,Deny ,Independence ,Independence ,Deny ,Feed ,To hoard, collect, capture, store ,Saving ,To give, generosity, distribute, spend ,Romance ,Deny ,Feed ,Sex, beauty, aesthesis, intimacy ,Romance ,Puritanical, Plain, Asexual ,Honor ,Deny ,Feed ,Honor ,Puritanical, Plain, Asexual ,Drive by what’s come before, stay in line, admire a superior ,Vengeance ,Tolerance, forgiveness, peace-keeping ,Desire for aggression, competition, undermining another ,Social Contact ,Deny ,Feed ,Companionship, connection, relationships, community ,Social Contact ,Privacy, personal time, evade, social withdrawal, depart ,To influence others, imposing will, persuade ,Power ,Compassion, sympathy, forgive, submission, conformity, obedience ,Hunger ,M.A.C ,Desire for self-reliance, individualism, be unique, take opposite side ,Feed ,Deny ,Feed ,Deny ,Devotion, dependency, avoid being alone ,Self-focus, priority on personal agenda, indulgences, ease Deny ,Idealism ,Idealism ,Desire for social justice, causes, what’s “right,” community belonging ,To consumer, take in ,Hunger ,Deprive self, avoid intake, repulsion ,Acceptance ,Deny ,Feed ,Tranquility ,Deny ,Feed ,Physicality ,Feed ,Deny ,Social Standing ,Feed ,Acceptance ,Self-Actualization, Genuineness, Sincerity ,Inclusion, avoid humiliation, avoid being singled out conformity ,Tranquility ,Calm, avoid aversive sensation, anti-stress, defend against assault ,Adrenaline, engagement, bravery, fearless make an impression, be seen/heard ,To experience through senses, playfulness, adventure ,Physicality ,Responsibility, measured ‘think first’ ,Social Standing ,Egalitarianism, populist, simplify, Humbleness ,Desire for stature, celebrity, prestige ,• Edgy personality/ Ramp fashion not Diva/Made by make-up artists ,Saving ,Feed ,Deny ,Feed ,Curiosity ,Deny ,Feed ,Family ,Deny ,Feed ,Order ,Deny ,Curiosity ,To explore learn, grow, achieve, education ,To maintain, contentment, self-satisfied ,Family ,To raise, nurture, care for, look after, assist others ,To value yourself, receive care, protected, loved, advised ,Cleanliness, organization, predictability, anti-chaos ,Order ,Chaos, spontaneity, change, novelty, ambiguity ,Vengeance ,Deny ,Feed ,Feed ,Power ,Deny ,Feed ,Deny ,To hoard, collect, capture, store ,Saving ,To give, generosity, distribute, spend ,Romance ,Deny ,Feed ,Sex, beauty, aesthesis, intimacy ,Romance ,Puritanical, Plain, Asexual ,Honor ,Deny ,Feed ,Honor ,Puritanical, Plain, Asexual ,Drive by what’s come before, stay in line, admire a superior ,Acceptance ,Deny ,Feed ,Acceptance ,Self-Actualization, Genuineness, Sincerity ,Inclusion, avoid humiliation, avoid being singled out conformity ,Vengeance ,Tolerance, forgiveness, peace-keeping ,Desire for aggression, competition, undermining another ,Social Contact ,Deny ,Feed ,Companionship, connection, relationships, community ,Social Contact ,Privacy, personal time, evade, social withdrawal, depart ,Tranquility ,Deny ,Feed ,Tranquility ,Calm, avoid aversive sensation, anti-stress, defend against assault ,Adrenaline, engagement, bravery, fearless make an impression, be seen/heard ,To influence others, imposing will, persuade ,Power ,Compassion, sympathy, forgive, submission, conformity, obedience ,Hunger ,Independence ,Devotion, dependency, avoid being alone ,Desire for self-reliance, individualism, be unique, take opposite side ,Idealism ,Feed ,Deny ,Feed ,Deny ,To consumer, take in ,Hunger ,Deprive self, avoid intake, repulsion ,Physicality ,Physicality ,Deny ,Feed ,Idealism ,Desire for social justice, causes, what’s “right,” community belonging ,Social Standing ,Feed ,Self-focus, priority on personal agenda, indulgences, ease Deny ,Maybelline ,To experience through senses, playfulness, adventure ,Responsibility, measured ‘think first’ ,Social Standing ,Egalitarianism, populist, simplify, Humbleness ,Desire for stature, celebrity, prestige ,• Girly-flirty-playful/Brand promise is functional – 8 times more volume ,Saving ,Feed ,Deny ,Curiosity ,Curiosity ,Deny ,Feed ,Family ,Feed ,Deny ,Feed ,Order ,Deny ,To hoard, collect, capture, store ,Saving ,To give, generosity, distribute, spend ,Majolica ,To explore learn, grow, achieve, education ,To maintain, contentment, self-satisfied ,Family ,To raise, nurture, care for, look after, assist others ,To value yourself, receive care, protected, loved, advised ,Cleanliness, organization, predictability, anti-chaos ,Order ,Chaos, spontaneity, change, novelty, ambiguity ,Vengeance ,Deny ,Feed ,Feed ,Power ,Deny ,Feed ,Deny ,Feed ,Deny ,Feed ,Deny ,Acceptance ,Deny ,Feed ,Tranquility ,Deny ,Feed ,Physicality ,Feed ,Deny ,Social Standing ,Feed ,Acceptance ,Self-Actualization, Genuineness, Sincerity ,Inclusion, avoid humiliation, avoid being singled out conformity ,Tranquility ,Calm, avoid aversive sensation, anti-stress, defend against assault ,Adrenaline, engagement, bravery, fearless make an impression, be seen/heard ,To experience through senses, playfulness, adventure ,Physicality ,Responsibility, measured ‘think first’ ,Social Standing ,Egalitarianism, populist, simplify, Humbleness ,Desire for stature, celebrity, prestige ,• Magic-Fantasy/Building mystery/fulfilling wishes ,Romance ,Deny ,Feed ,Sex, beauty, aesthesis, intimacy ,Romance ,Puritanical, Plain, Asexual ,Honor ,Deny ,Feed ,Honor ,Puritanical, Plain, Asexual ,Drive by what’s come before, stay in line, admire a superior ,Vengeance ,Tolerance, forgiveness, peace-keeping ,Desire for aggression, competition, undermining another ,Social Contact ,Deny ,Feed ,Companionship, connection, relationships, community ,Social Contact ,Privacy, personal time, evade, social withdrawal, depart ,To influence others, imposing will, persuade ,Power ,Compassion, sympathy, forgive, submission, conformity, obedience ,Hunger ,To consumer, take in ,Hunger ,Deprive self, avoid intake, repulsion ,Independence ,Devotion, dependency, avoid being alone ,Desire for self-reliance, individualism, be unique, take opposite side ,Idealism ,Idealism ,Desire for social justice, causes, what’s “right,” community belonging ,Self-focus, priority on personal agenda, indulgences, ease Deny ,Saving ,Feed ,Deny ,Feed ,Curiosity ,Deny ,Feed ,Family ,Deny ,Feed ,Order ,Deny ,Curiosity ,To explore learn, grow, achieve, education ,To maintain, contentment, self-satisfied ,Family ,To raise, nurture, care for, look after, assist others ,To value yourself, receive care, protected, loved, advised ,Cleanliness, organization, predictability, anti-chaos ,Order ,Chaos, spontaneity, change, novelty, ambiguity ,Vengeance ,Deny ,Feed ,Feed ,Power ,Deny ,Feed ,Deny ,To hoard, collect, capture, store ,Saving ,To give, generosity, distribute, spend ,Romance ,Deny ,Feed ,Sex, beauty, aesthesis, intimacy ,Romance ,Puritanical, Plain, Asexual ,Feed ,Deny ,Honor ,Honor Honor ,Puritanical, Plain, Asexual ,Maxfactor ,Drive by what’s come before, stay in line, admire a superior ,Vengeance ,Tolerance, forgiveness, peace-keeping ,Desire for aggression, competition, undermining another ,Social Contact ,Deny ,Feed ,Companionship, connection, relationships, community ,Social Contact ,Privacy, personal time, evade, social withdrawal, depart ,To influence others, imposing will, persuade ,Power ,Compassion, sympathy, forgive, submission, conformity, obedience ,Hunger ,Independence ,Devotion, dependency, avoid being alone ,Desire for self-reliance, individualism, be unique, take opposite side ,Idealism ,Feed ,Deny ,Feed ,Deny ,To consumer, take in ,Hunger ,Deprive self, avoid intake, repulsion ,Idealism ,Desire for social justice, causes, what’s “right,” community belonging ,Social Standing ,Feed ,Self-focus, priority on personal agenda, indulgences, ease Deny ,Acceptance ,Deny ,Feed ,Tranquility ,Deny ,Feed ,Physicality ,Feed ,Deny ,Acceptance ,Self-Actualization, Genuineness, Sincerity ,Inclusion, avoid humiliation, avoid being singled out conformity ,Tranquility ,Calm, avoid aversive sensation, anti-stress, defend against assault ,Adrenaline, engagement, bravery, fearless make an impression, be seen/heard ,To experience through senses, playfulness, adventure ,Physicality ,Responsibility, measured ‘think first’ ,Social Standing ,Egalitarianism, populist, simplify, Humbleness ,Desire for stature, celebrity, prestige ,• Make-up artists/ The honour of using what they use/ The honour of getting makeovers from them ,T h e two c r i t i c a l o b s e r v a t i o n s we c a n m a ke a re : ,M a ke - u p b r a n d s c o n t i n u e t o f o l l ow t h e i r i n t e r n a t i o n a l f o rm u l a i n A s i a n m a r ke t s . ,C e l e b r i t i e s a re u s e d t o l e a p f ro g t h e b a n k r u p t c y o f l o c a l i n s i g h t s o n c o n s um e r s o r p ro d u c t u s a g e . ,179 ,The 4Cs Framework ,CONSUMER ,COMPETITION ,Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit amet risus. Etiam porta sem malesuada magna mollis euismod. ,CONSUMER ,BRAND ,Cras justo odio, dapibus ac facilisis in, egestas eget quam. Aenean eu leo quam. ,COMMUNICATION ,Pellentesque ornare sem lacinia quam venenatis vestibulum. ,While the market seems cluttered, the brands are clearly differentiated in their personality & tone/manner. They leverage their international associations with Cannes/Fashion Week/Make-up artists/country of origin. Brands build ‘aspiration’ but there’s opportunity in building ‘emotional relevance’ not just in channel but also in message ,CHANNEL ,Cras mattis consectetur purus sit amet fermentum. Lorem ipsum dolor sit amet, consectetur adipiscing elit. ,CHANNEL ,180 ,3. Channel ,H ow c o n n e c t e d i s A s i a? ,O n t h e I n t e r n e t ,183 ,Internet Users in APAC ( Millions) ,0,.,835,0,.,121,2,.,101,0,.,55,3,.,04,6,.,33,9,.,03,1,.,92,0,.,42,GLOBAL TOTAL: 2,294 million ,ASIA TOTAL: 1,034 million ,184 ,Internet Penetration in APAC ,185 ,Internet Usage by Country ,High Usage ,➜ Singapore, Taiwan, Hong Kong & Malaysia ,Medium Usage ,➜ China, Thailand, Vietnam and Philippines ,Low Usage ,➜ ,Indonesia, Cambodia, Laos and Myanmar ,W i t h t h e i r m o b i l e ,187 ,Mobile Penetration in APAC ,188 ,Mobile web browsing usage in Asia is now the highest in the world and grew by 192.5% since 2010 ,+192.5% since 2010 ,7.9% ,5.1% ,14.8% ,17.8% ,2.8% ,7.5% ,Worldwide 10% ,Data sources: StatCounter (may 2012), Pingdom ,O n s o c i a l m e d i a ,190 ,Social Media Penetration in APAC ,191 ,Top Channels in SEA ,100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
,twi5er.com
tumblr.com
pinterest.com
instagram.com
flickr.com
facebook.com
,Indonesia
,Philippines
Thailand
,Malaysia
,Singapore
,Source:
Effec%ve
Measure
(Mar-‐
Aug
2013)
,A n d i f yo u t a ke F a c e b o o k o u t o f t h e p i c t u re . ,193 ,Top Channels in SEA – Without Facebook ,100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
,twi5er.com
tumblr.com
pinterest.com
instagram.com
flickr.com
,Indonesia
,Philippines
Thailand
,Malaysia
,Singapore
,Source:
Effec%ve
measure
(Mar-‐
Aug
2013)
,194 ,But Facebook itself has a substantial user base with interest in beauty ,14%
,14%
,13%
,5%
,4%
,6%
,3%
,8%
,8%
,7%
,4%
,14%
,12%
,10%
,8%
,6%
,4%
,2%
,0%
,Percentage of Asian Facebook users with interest in Facebook ,T h e t h re e c r i t i c a l o b s e r v a t i o n s we c a n m a ke a re : ,A s i a n b e a u t y c o n s um e r s a re a c t i ve o n F a c e b o o k . ,M o b i l e n e e d s t o b e i n t e g r a l a n d n o t j u s t a n a f t e r - t h o u g h t . ,198 ,The 4Cs Framework ,CONSUMER ,Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit amet risus. Etiam porta sem malesuada magna mollis euismod. ,CONSUMER ,COMPETITION & COMMUNICATION ,Maecenas faucibus mollis interdum. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Aenean eu leo quam. Pellentesque ornare sem lacinia quam venenatis vestibulum. Aenean lacinia bibendum nulla sed consectetur. ,COMPETITION ,BRAND ,CHANNEL ,Cras justo odio, dapibus ac facilisis in, egestas eget quam. Aenean eu leo quam. ,COMMUNICATION ,Pellentesque ornare sem lacinia quam venenatis vestibulum. ,Mobile needs to be integral. Most web access now happens through the mobile. There’s more to social media than Facebook in Asia. Beauty brand consumers are digitally active, this opens the opportunity to engage with them. ,199 ,4. Communication ,T h e p ro p o s i t i o n s o f a r. ,#Castaspell fit for Asia ,Review ,202 ,Magic needs localisation ,➜ While alluring and mystique, magic is facing a fierce backlash in some Asian markets. ,➜ #castaspell borders on sorcery/black magic (potion/spell/raven). ,➜ The world of magic is core to Lash Potion but we need to adapt it to Asian sensitivities. ,203 ,Magic needs to be competition exclusive ,➜ Majolica is founded around the concept of surreal and fantasy. ,➜ Repeated collections and content only reinforce this territory. ,➜ Revlon is NOT a me-too brand. ,#Castaspell USA MTV movie awards ,Learnings ,205 ,Looking at MTV movie awards tie-up ,Opportunities exist in ,➜ Reaching the younger, highly engaged audience through the online medium. ,➜ ,Increasing demand for product prior to in-store availability. ,➜ Removing barriers around sampling. Moving from ‘push’ to ‘pull’. ,206 ,Looking at MTV movie awards tie-up ,Optimal results will need ,➜ Seamless collaboration with retailers to bring alive the ‘big idea’. ,➜ Continuing conversations around the product post the event /activation idea. ,➜ ,Inclusion of multiple markets through social media components. ,207 ,The 4Cs Framework ,CONSUMER ,Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit amet risus. Etiam porta sem malesuada magna mollis euismod. ,CONSUMER ,COMPETITION & COMMUNICATION ,Maecenas faucibus mollis interdum. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Aenean eu leo quam. Pellentesque ornare sem lacinia quam venenatis vestibulum. Aenean lacinia bibendum nulla sed consectetur. ,COMPETITION ,COMMUNICATION ,Magic bordering on sorcery/black magic has negative connotations. Magic needs to be localised yet it needs to competition exclusive. Our past success has taught us engaging through online activation can reinvigorate product trials and the retailers should be involved to achieve optimal results. ,CHANNEL ,Cras mattis consectetur purus sit amet fermentum. Lorem ipsum dolor sit amet, consectetur adipiscing elit. ,CHANNEL ,A n d i f we p u t i t a l l t o g e t h e r, ,209 ,The 4Cs Framework ,CONSUMER ,COMPETITION ,Asian Women are at the cusp of change. They are creative, spontaneous and expressive. With the effect it gives, the Mascara has come to be an important tool in embodying this change. It’s more than just an accent to her eyes. It’s her way of saying she’s embracing the change. ,While the market seems cluttered, the brands are clearly di
