Phan Cường | Phương Linh | Phát Hồ | Lê Vy

1. MINH CƯỜNG
PHƯƠNG LINH
PHÁT HỒ
LÊ VY
BABY MARKETEES
BIG CASE
BIGEN

2. BRAND BACKGROUND
- No.1 hair color cream in Japan
- 120 years heritage of serving Asian people
- Product on 70 countries worldwide
- Slogan: “Bigen - The Origin of Beauty”
- Tagline: “Bring beauty to your hair and your heart”
- Three core values:
.Inspiration
.Invention
.Innovation
BRAND CONCEPT
- Formula contains high percentage of colorants
- Natural ingredients
- Outstanding benefits
=> Safety to use regularly
WOMEN MEN

3. PRODUCT:
Functional: Dye hair to the basic color using natural ingredients. Set the hair color to the origin color
Emotional: Bring back the nostalgia and the youth. Maintain the beauty of the youh.
MARKET:
High Quality
High Price
Low Price
Low Quality
BIGEN
L’oreal
BESSIER&B

4. PRODUCT TRUTH
- Highest brand endorsement to Vietnamese consumers
- Create the most suitable products for Asian hair
- High quality and safety
- Formula contains high percentage of colorants
- Natural ingredients - No chemical smell
- Outstanding benefits - Fast and easy to use
DRIVER
- It would be too dark for some people, even darker than
their natural hair color
- May cause terrible allergic reactions for some people
BARRIER

5. CONSUMER TRUTH
- New midd-age people: 40-60 years old
- Get used to L’oreal
- Nice color, keep the color lasting long, right color in expectation
- No side affect
- Not reduce hair’s health & conditions

6. BRAND TRUTH
- No.1 hair color cream in Japan
- 120 years heritage of serving Asian people
- Product on 70 countries worldwide
- Slogan: “Bigen - The Origin of Beauty”
- Tagline: “Bring beauty to your hair and your heart”
- Three core values:
.Inspiration
.Invention
.Innovation
CONSUMER TRUTH
- New midd-age people: 40-60 years old
- Get used to L’oreal
- Nice color, keep the color lasting long, right color in expectation
- No side affect
- Not reduce hair’s health & conditions
PRODUCT TRUTH
DRIVER
- It would be too dark for some people
...
BARRIER
- Highest brand endorsement to Vietnamese consumers
- Create the most suitable products for Asian hair
- High quality and safety
...
Origin
but
inspire

7. TARGET CUSTOMER
- New midd-age people: 40-60 years old
- Male & Female
- Urban: Ho Chi Minh City, Ha Noi, Da Nang
- Finance: A+, A, B, C
- Habits: watching TV, going to public place,...
- Hair going grey
- Dye hair at home & salon
SOCIAL CONTEXT
People are keen on working and taking care
after their children. They are settle down.
Most of the dreams and passion that planned
in the past have not done yet.
The majority think that new middle-age
people should have a peaceful life because
of aging progress.

8. CUSTOMER ATTITUDE
- Main purpose of dying hair is changing the hair color.
- Moreover, they want to cover grey hair with basic color.
- Senior middle-aged people want to dye hair because it makes
they look YOUNGER.
DIG DEEPER
WHY
YOUNGER ? They do not want to approach old age so soon.
They maintain their manners, their YOUTH.
WHY
YOUTH ?
INSIGHT
CUSTOMER FACT
40-60 is middle-age that people
are no longer young and almost
approach to old age. It is a term
that people have big changes in
emotion and physical.
The body may slow down and
the middle aged might become
more sensitive to diet, substance
abuse, stress, and rest.
They get obsessed with the past
including the things they did and
plans they have not done
At middle - aged, the turning point is too close that I want to
live longer with my youth. I want to be young again, begin
from the outside.
It is their glory time of their life. They have
dreams and fantastic passions.

9. BIG IDEA
BIGEN RECALL YOUR YOUTH
KEY MESSAGE
The origin is your youth. Treasure it.

10. EXECUTION PLAN
PHASING
Objective
Key message
Key hook
Tactics
“Let Bigen recall the youth for you”
Viral Clip
Youtue/ Facebook/ Fanpage
Remind the middle-aged about what
they had missed throught their youth.
Let them know BIGEN
TRIGGER AMPLIFY
We will interview some middle-aged people about what they had missed when they were young,
about their feeling. Then, we will help them to get it and record all the process to make this viral clip.
This video clip will remind them about their passion, their dream which they have been left behind to
try hard to earn their families living.
Viral Clip

11. THANK YOU !