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L'Oréal Brandstorm 2023
Cracking The New Code Of Beauty
I have so many things to share about this experience, as this is the one that I put the best of my efforts and aspirations into. Having prepared for L’Oréal Brandstorm for more than two years, I myself have acquired a holistic understanding of both L’Oréal and the beauty & personal care industry. In a short period of time, I had created a Metaverse simulation using the most cutting-edge tech supports.
This year’s theme is 'Cracking The New Code Of Beauty', with that we apply the cutting-edge technology (AI, AR, VR, Metaverse, Web3) to innovate the business idea of L’Oréal. What an exciting challenge that urges me to dig into the technology era that we are living in, gaining knowledge and expertise, catching a new explosion of new tech, continuously for 4 months.
Year of participation
2023
Skills advocacy
Market Research
Creative Idea
Idea Visualization
And this is how I & my teammate approached this case
While skincare is something we do every day, it's easy to overlook the experience of skincare and to approach it in a mindless or distracted way. Mindful skincare or conscious skincare is a practice that encourages individuals to pay closer attention to the experience of eating and to approach it in a more mindful and intentional way.
Context & Insight
Mental health and wellness have become increasingly important to consumers, with more people looking for ways to manage stress and improve their overall wellbeing. We have found some interesting points while doing the research on the skincare behavior in its relation to mental health:
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Skincare is not a basic need that Asian women do everyday (East Asian women focus more on skincare, while makeup takes precedence in Southeast Asia, according to a Hakuhodo study on the perception of beauty products across 14 Asian cities.)
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Market Gap: Other brands focus to bring out solutions to solve skin problems instead of making skincare become a daily habit
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The necessary of staying mindful, self love in spite of being busy
Many people today are busier than ever before, juggling work, family, and personal responsibilities - they are in a beta-wave state, which is associated with stress, anxiety, and mental chatter. As a result, they often view skincare as just another task to complete, one more thing to add to their already overflowing to-do list. When we view skincare as a completion-need task, our brains are in a beta-wave state.
However, if we approach skincare as a process of producing alpha waves, we can shift our brains into a different state. Alpha waves are associated with relaxation, creativity, and problem-solving. By engaging in a skincare routine with mindfulness and intention, we can create a space for ourselves to think more clearly and access our most creative and innovative solutions.
Skincare time can be seen as a perfect opportunity to combine the benefits of meditation and self-care (Richards et al., 2010). As people take the time to care for their skin, they can also take a few minutes to practice mindfulness and meditation. This can help them to start their day feeling more relaxed and focused, or wind down before bed, allowing for a better night's sleep. By incorporating meditation into their skincare routine, people can benefit from both the physical and mental health benefits of both practices.
Brand Opportunity & Concept
So, how do we get into the alpha state? There are many different ways, but some common methods include meditation, deep breathing, and relaxation techniques like yoga or tai chi. And, as it turns out, activities like taking a shower or doing your skincare routine can also help you get into the alpha state, because they're relaxing and meditative.
→ With the assistance of technology, L'Oréal can boost people do skincare everyday by making it a part of self love journey, following the formula accordingly:
Meditation + Skincare = Self-love
Our brand is all about empowering individuals to take charge of their self-love journey through a mindful skincare process that combines skincare, meditation, and emotional well-being. We believe that when you feel good on the inside, it shows on the outside, and vice versa.
Our approach centers around the concept of "mindful skincare." We believe that by becoming more mindful of your thoughts, emotions, and physical sensations, you can better understand your needs and glow your skin better. Our products and services are designed to support this process by helping you cultivate a sense of mindfulness and well-being.
To be updated. Stay tuned!
Big Idea &
Strategic Marketing Plan
Với Insight và Optimal Occasion được xác định như trên, team đưa ra một Promotional Campaign với Big Idea được triển khai như sau:
Epilogue
Let's wrap this up
After pitching day with jury, our proposal was praised to be “outstanding” and have “strong strategy-base”. The more confidence we put on the result, the more disappointment we got as we could not make it to the next round. However, we are not so happy with the result as we believe we deserve better feedbacks from the juries and the minus points were not that fair, even though we did clarify the inquiries with them during the pitching.
Anyway, this experience has also changed the way I approach a business case in a more strategic and logical way. The later is neatly based on the former, the ideas are hooked up with the strategies, and we try as much as possible to structure every point in a more proven and persuasive way to showcase the business mindset rather than merely ideation “on the clouds” though there still lay some holes.
To whom coming across my portfolio, I am confident to share with you our proposal and welcome any comments and feedbacks from your expertise and constructive dissection. Thank you so much!