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HO CHI MINH – October 31, 2013 – Stitch, a division of Lowe Vietnam, has created the TVC for the launch of a two-way cake powder under LG Vina Cosmetics’ brand Lacvert Essance. The commercial launched nationwide this month, Stitch said in a press release.
Lacvert Essance, which is aimed at young women from 18 to 22 years old, has a strong brand presence in Vietnam, but the product also launches into the increasingly competitive mid-range cosmetics market. Stitch’s task was to find an empathic space for young Vietnamese women, and communicate the product’s unique feel and ingredients that make it distinct from competitors, the agency said.
Stitch’s solution appeals to the natural beauty in every young woman, with ‘Chorus of Compliments’. Instead of focusing on coping with a problem, the agency has concentrated on how the product can enhance. The communication is that Lacvert Essance two-way cake powder will give you a finish so smooth, people will notice your beauty but not guess you are wearing make-up. The tone is sweet, friendly and feminine.
The visual depicts a fresh-faced young woman taking a stroll, accompanied by a theme song. The song’s lyrics are compliments, which are sung by admiring characters along the woman’s route. The TVC uses the Vietnamese tagline: Cang ngam, cang yeu “The more people look at you, the more they find you lovely.”
Le Thi Ngoc Lan, Marketing Manager at LG Vina Cosmetics commented, “We wanted something strong on consumer empathy, which would be memorable and persuasive to our target groups. This work captures a feel of friendliness, youth and tenderness that appeals to Vietnamese young women. This marketing conveys a natural feel for a product that gives you a look of natural beauty.”
Le Phong, General Manager at Stich added, “We needed to capture Lacvert Essance’s brand tone and to strike just the right note in such a competitive category. So we dramatized the good feelings that natural beauty inspires through music and visuals. We wanted to communicate a cheerful message that would make consumers feel happy to be part of Lacvert Essance.
LG Vina is part of Korean company LG Household & Health Care business. Stitch won the work earlier this year in a pitch against incumbent Dentsu Alpha.
