Makeup penetration in Vietnam is still humble - just 1/3 penetration versus other countries in APAC. Moreover, 70% of consumers do not know how to wear makeup. Maybelline New York as No.1 makeup brand, Maybelline took on the leadership to accelerate VN makeup penetration and educate GenZ how to do makeup, while being a brand that is among, not above, through this 2023 campaign.

The goal is clear:

- To become the top online brand of makeup in Vietnam

- To set clear brand differentiation among competitors by bridging relevance to Gen Z

- Enhance the brand's meaningfulness with 3 must-win brand associations: “Brand that I trust”, “Brand that shows me how to makeup" & “Brand that provides high-performing products".

In many Asian societies & Vietnam in particular, conventional beauty standards often prioritize characteristics like lighter skin tones, double eyelids, and heart-shaped lips, etc. These stem not only from admiration of pop culture phenomenons such as Hollywood & Kpop, but also a long-period of westernization/colonization in the past. Meanwhile, features such as darker skin tone, single-lid eyes, and thin lips are labeled as flaws; these happen to be popular among Asian facial features. It begs the question of why we haven’t widely embraced diversity & inclusion in the beauty of our own natural looks, instead of shaming them for not up-to-Western/Korean-standards.

In addition, the recent dominance of TikTok & the rise of Key Opinion Influencers (KOCs) in Vietnam accelerated beauty fads, which not only did not help educate, but also absentmindedly pushed for those conventional beauty standards which are dying in GenZ perception.

In a world fixated on a conventional beauty standard, Maybelline boldly championed a paradigm shift for Vietnamese Gen Z. Instead of concealing so-called "flaws" like thick lips, we harnessed the power of makeup to celebrate these unique features. Our mission was clear: to CRUSH beauty standards and prove that EVERY FLAW IS A 10, featuring Maybelline’s groundbreaking Vinyl Ink as a high-performing lipstick which got to turn labeled flaws such as “thick lips” into “thicker lips” with an attitude of confidence.

In order to win the primary target - Gen Z, we need to succeed on TikTok & CONTENT-TO-COMMERCE is a must. It is when every bit of content is as relevant & attractive as it is to generate sales instantly.

That's when we harnessed the power of TikTok & KOCs.

We called for a face-to-face gathering, in which the goal was to engage in genuine conversations with the real victims of face-shaming & how we empower them by giving the right tools of makeup & brand platform.

Together, we launched the “Every flaw is a 10 Virtual Exhibition” - to hook people in with “flawsome” products ads & the #makeuplibrary on TikTok - to show Gen Z how to makeup, leading to instant sales on TikTokshop. Being the first of their kinds, these tools are the pinnacle of social commerce.

First, “Every flaw is a 10 Virtual Exhibition”. By using data management technology, we detected portrait users who were interested in Lip products, then applied Contextual and Sequencing targeting ads to take them through our virtual tour by showing them our LIP Flawsome music ad. This tactic successfully attracted the right audience for our Vinyl Ink feature.

Next, onto #makeuplibrary, we leveraged peer influence (KOCs) to build consumer trust. Using retargeting ads, we showcased Vinyl Ink reviews by KOCs, giving viewers a full product experience from shades swatch and product tests to valuable how-to tips; all linked with TikTokshop for instant purchase.

Finally, to upsell them & maximize their product experience, we sealed the deal with a cross-category bundle to complete their makeup routine. Makeup is not just to put on lip color, but also a bit sharpness in Eye & a Foundation embracing their natural skin tone.

With the shout-out “EVERY FLAW IS A 10”, the campaign's impact doesn’t just stop at meaningfulness, it also sells.

Thanks to the virtual exhibition, sales & penetration achieved:

- No.1 Online-and-Offline makeup brand

- Uplift 1.2 new users recruit

- Sales EVOL vs LY achieved 280% for LIP products, 128% for total

- Triple market share for LIP products as compared to 2022

- x1.3 bundles sales, Increase business bundle WOB to 23%

- X2 ROAS versus last campaign.

Thanks to the makeup library, we went viral on social media, especially on TikTok:

- 5 million engagements, 2.5 billion views, 310,000 videos

- 3 million consumers were inspired and learnt how to makeup.

- Uplift 7.2pt for key message “Every flaw is a 10”

- Attribute “Brand that show me how to makeup”: +5pt

- Attribute “Brand that provide me high-quality product”: + 3pt