Curél Vietnam | IMC

communication message

A unique and straightforward term that sounds scientific to represent Ceramide care & features Curel as a Ceramide expert

CUREL - MULTIPLE CERAMIDE EFFECT

NATURALLY STRENGTHEN SENSITIVE SKIN FROM WITHIN

Highlight the superiority of Curel as a solution that can really improve & solve the root cause of sensitive skin, not just avoid the symptoms

idea background

Ceramide is not quite strange to consumers. However, not many products are truly capable of utilizing effects from Ceramide to strengthen sensitive skin from within, as well as valuing Ceramide properly.

As a result of more than 30 years of researching sensitive skin & Ceramide, better than anyone, Curél deeply understands that every inch of our skin needs to maintain natural Ceramide, adding functional Ceramide from the outside; and then enhancing the ability of skin to produce Ceramide.

That is the motivation and force for Curél to fully develop The Ceramide Care System - an in-depth solution with multiple effects on strengthening sensitive skin from within.

big idea

GET IN CERAMIDE CARE SYSTEM

GET SENSITIVE SKIN WELL

Vào Hệ Ceramide Care - Cải thiện Da nhạy cảm

It’s the Ceramide Care System that makes Curél truly outstanding compared to its competitors.

Since Curél understands the root cause of your sensitive skin better than anyone else, once you step into Curél Ceramide Care system with multiple advantages brought to you by Ceramide, you can enhance the condition of your sensitive skin.

phase 1

“INTO THE CERAMIDE CARE TRIBE”

(Nhập Hệ Ceramide) concept launching

OBJECTIVE: Raise awareness about the new concept & Educate users about how Curél can solve the root cause of sensitive skin with Ceramide.

WHAT:
01 multi-photo social post introducing 4 different types of sensitive skin and its “characteristics” (which are based on usual reasons caused by sensitive skin) in a witty way. 04 influencers will represent the Tribe Leaders.

Hệ Nắng hổng ưa - Mưa hổng chịu: Physical factors.
Hệ Chăm-Chăm nữa-Chăm mãi: Chemical factors.
Hệ Còn ế nhưng Đề huề Mẫn cảm: Psychic, Hormones, Eating Habit
Hệ Thở thôi da cũng giở chứng: Genetics.

HOW TO ENGAGE & SPREAD OUT KEY MESSAGE TO USERS?
> Engagement: Users comment on their sensitive skin tribe with wishes to improve the condition & get a sampling from Curél.
> 04 key tribe leaders to share about their sensitive skin’s symptoms & educate about Ceramide > CTA to join the tribes & activity on Curél page
> Other nano influencers to share which sensitive skin tribe are they’re in & ask their fans.

phase 2

“INTO THE CERAMIDE CARE TRIBE”

Introduce each Tribe's Leader

Each KOL will assume the role of a leader for their specific sensitive skin type. They will share on their personal pages the issues they've faced with their sensitive skin and how Curél has helped improve their condition.

phase 3

“THE CURÉL BIG HOUSE” (NHÀ CHUNG HỆ CURÉL) Sale-support Activity

OBJECTIVE: Wrap up the all-year campaign & Push for sale & Provide consumers with proper cure for busiest time of the year.

WHAT:
Year-end period is the busiest seasons for women and same for your skin. How about Curél inviting users to “The Curél Big House” (Nhà Chung Hệ Curél) and pamper you from top to toe with products from Curél Ceramide Care System?

HOW:
PART 1 | ONLINE | LIVESTREAM
Objective: Wrap up the campaign & Introduce about the promotion

PART 2 | PUSH-FOR-SALE ACTIVITY | THE SECOND CHANCE

Objective: Push for sale

> For those who have missed the livestream or were not able to purchase during the livestream time frame, Curel will give them the second chance to experience The Curel Big House this festive season.

> The very first 20 users after the livestream ends who purchases at least 2 million VND/bill of Curél products at Curel stalls in Watson’s will be granted the ticket to “The Curél Big House”.

What do we have at “The Curél Big House”?

✅ Facial care & massage (using makeup remover, face wash, facial mask, moisture cream…)
✅ Body care & massage (after massage, using body lotion)
✅ Scalp & Hair care & massage (using shampoo & conditioner)