Hoang Viet - Minh Huy - Bao Khanh - Xuan An

1. PROVENCE
Elite 7 Midterm Grand Case
Minh Huy - Bảo Khanh - Xuân An - Hoàng Việt

2. Where is our
Room To Win in
the market?01

3. 3 Categories that have highest Size of Prize & CAGR
are Skin Care, Bath & Shower and Skin Care.
Considering all the Size of Prize of categories, Bath & Shower -
Hair Care and Skin Care has the highest potential to step in.
Market Overview
Launching a cross-category masterbrand is a
must to achieve VND 500 billion/ after 2 years

4. Skin Y Y Y Y Y
Hair Y Y Y Y Y
Bath Y Y Y Y Y
Makeup Y Y Y Y Y
Where should be our Bullet Category?
1. Consumers is easier to adopt Skin Cleansing and Hair Care
from a successful Skin Care brand.
AMONG 3 CATEGORIES, SKIN CARE IS THE ROOM TO WIN IN ORDER TO EXPAND.
Proven by credential Skin Care brand in the market
2. Really few Hair Care & Skin Cleansing bullet brand could expand
to Skin Care, they only expand to Conditioner & Skin Cleansing
Hair Y Y Y Y Y
Conditioner Y Y Y Y Y
Skin N N N N Y
Bath Y Y N Y Y
Makeup N Y N N N

5. How Skin Care brands expand?
Starting Point from
Skin Care
Vertically to different
Portfolio in Skin Care
Horizontally to
different Categories
Hair Care Body
care/Bath
and Shower
Demand
Space #1
Demand
Space #2
Demand
Space #3
Cosmetics

6. A Deeper Look On
Skin Care Category
02

7. Benefits Bundles Of Skin Care
Cleanse &
Fresh
Hydrate &
Moisturize
Age
Management
Fairness &
Protection
Holistic Glow
Calming &
Sensitive Skin
Acne & Oil
Control
- Skin feels cleanse &
fresh
- Remove makeup
- Tones
- Remove dead skin
cells
- Moisturize/Hydrate
- Nourish/Soften skin
- Even Tone
- Mild and Gentle
- Natural
- Suits sensitive skin
- Hypo-allergic
- Dry skin
- Prevent acne &
pimples
- Anti Acne, Spot
- Oil Control
- Spot/Acne Scars
- Pores
- Glow & Radiance
- Fragrance & Skin
feel
- Skin textures/pores
- Free of imperfection
- Whitening/Fair
- Lightening/Even
Skin
- SPF/Sun Protection
- Dark Spot/Blemish
Free
- Anti-aging
- Fine lines/Twinkles
- Skin Renewal
- Slow signs of aging
The attributes of each bundle enable us to accurately describe a
women’s desired outcome from the functional benefits she seeks.
8% 4% 3% 15% 6% 28% 23% 6% 15% 30%29% -5% 16% 7%
Share Growth
Source: Nielsen Retail Audit, 2017

8. Cleanse &
Fresh
Hydrate &
Moisturize
Age
Management
Fairness &
Protection
Holistic Glow
Calming &
Sensitive Skin
Acne & Oil
Control
Economy
<= 80
Mass
80 - 120
Super Premium
>200
Super Premium
++
>300
Premium
120 - 200
8% 4% 3% 15% 6% 28% 23% 6% 15% 30%29% -5% 16% 7%
CATEGORY OVERVIEW
Share Growth

9. Cleanse &
Fresh
Hydrate &
Moisturize
Age
Management
Fairness &
Protection
Holistic Glow
Calming &
Sensitive Skin
Acne & Oil
Control
Economy
<= 80
Mass
80 - 120
Super Premium
>200
Super Premium
++
>300
Premium
120 - 200
8% 4% 3% 15% 6% 28% 23% 6% 15% 30%29% -5% 16% 7%
ROOM TO WIN: HOLISTIC GLOW WITH HIGHEST CAGR
Share Growth

10. Consumers are expecting more from just
achieving lighter brighter and blemish
free.
They’re looking to achieve flawless skin
and radiance, beyond tone and
holistically texture and sensorials.
They also rank pleasure (fragrance, skin
feel and emotional rewards) as key of
choice.
ATTRACTIVE AREA
Why Holistic Glow?
CONSUMER TRENDS SHIFTING COMPETITIVE LANDSCAPE
Big Size
of Prize
15% market share
Highest
CAGR
30% CAGR
Key players are
Pond’s, Hazeline,
OLAY and L’Oreal
Acceptable
Competitive
Intensity
Fairness &
Protection
Holistic Glow
Biggest but declining Growing to be the biggest
Synthetic Natural
Super Premium
Economy
POTENTIAL
AREA
Key Needs
Helping her achieve the perfect combination of tone, glow and lift.
Functional Benefits
Radiant Looking Skin
Gives my skin a lift
Makes my skin glow

11. About Holistic Glow
Target Audience
Female, 22- 28
Skew to Urban
Key Needs
Helping her achieve the perfect
combination of tone, glow and lift.
Functional Benefits
Gives me flawless skin
Radiant Looking Skin
Gives my skin a lift
Plumps my skin
Makes my skin glow
Smell nice
Soothes irritated skin
Cover dark spots

12. Consumer Understanding
It’s time to ask our target
03

13. #ROOM_TO_WIN*Source: Statista Global Consumer Survey, October 2019
Audience
Segmentation
in terms of
skin care
Needs
Purite de Provence is here already
18-22
Aging problems get
more concerning.
Mostly use chemicals
product for high
efficacy.
They probably use nature-based nurturing
products in daily routine to feel relaxed
However, low efficiency = easily replaceable,
and “nature-extraction” is not that
necessary.
35+
Transitional stage when skin
problems start to reveal
visible signs → begin
incorporating nurturing
products to prevent damage
and maintain beauty look.
Desire more natural, in-born
shine look.
23 - 34
Seek nature-based items for
long-term nourishing, be
sensitive with chemicals
ingredients.
Mostly for relaxation
and fragrance.
Desire attractiveness
and romance.
35.8
20.9

14. The AESTHETIC,
WORLD-EXPOSED,
GREAT SELF-CARE
Young Women
22-28
Urban & Sub-Urban
Confident, Fashionable
Health-conscious
GENERATION NEXT
(Late Millennials & Early Gen Z)
The Most Connected
Target Defined

15. They always
PREPARE themselves
FINE LOOKS
for DAILY exposing events

16. #STYLELIKEU#BACKTOBASIC
#THEBARESKIN
#UNFILTERED
AUTHENTICITY
IS THE GENERATION’S
CREDO
#BEYOU
On the other hand,

17. A
generation
striving for
AUTHENTICITY
Therefore, they are also
in the way they
EXPOSE
THEMSELVES

18. Rather than COVERING themselves UP with heavy makeup
They would try to achieve HEALTHY, NATURAL BEAUTY
When it comes to beauty, they are influenced by
Natural
makeup
look*
Minimal
-ism*
*Kantar report 2019

19. Consumer Trend
CONSUMER START TO EMBRACE NATURE TREND and NATURAL BEAUTY LOOK
Shifting spending
to skin care
Interested in
natural product
Keen on having a natural
look as much as possible

20. As a progressive
modern woman
I wear makeup to expose to the world
my perfect-looking me, hence getting
along in everyday situations.
As a Gen Next
I desire to reveal the most authentic me
with my natural look, bare skin.
aesthetic look authentic self

21. Skin becomes
unhealthier everyday
which leads to skin drier,
tightness, dullness, rouge
texture, flaking that
requires people to cover it
with make up.
FACT
You can easily hear a woman who is proud of her perfect makeup look, but never may you can hear
she says that she is comfortable with her skin.
BESIDE THAT, THE TRUTH IS
External factors (pollution,
urban, blue light...) →
damage & dehydration
Internal Factors:
Collagen production slows, lose
firmness, dead skin cells take
longer to shed, skin cell turnover
is diminished

22. As a progressive woman, I always expose to the
world with my finest, well-makeup look but above all,
I want to be recognized with my bare skin, the
authenticity that belongs to me I value in my life
But, never am I confident to show it, because I know
my skin is getting unhealthier everyday (due to
hectic lifestyle and daily stress in modern life).
Insight

23. The
Dilemma
So what is holding them back from authenticity?

24. As a progressive woman, I always
expose to the world with my finest,
well-makeup look but above all, I want
to be recognized with my bare skin,
the authenticity that belongs to me I
value in my life
But, never am I confident to show it,
because I know my skin is getting
unhealthier everyday
Consumer
Insight
Category
Truth
I want to be recognized with my glowy authentic bare
look rather than a perfect makeup one, but the somehow
unhealthy look holds me back from showing it.
Almost synthetic personal care
product have high effect but
can make skin and hair become
dry, dull and getting weaker in
long term
Vietnam
Context
Urban pollution, urban daily
stress and blue light exposure
can make skin and hair
vulnerable
BRAND
INSIGHT

25. CONSUMER
NEED
Healthy Skin
That Glows

26. No longer does
Glowy Look
belong only to
CHEEKY BLUSH,
SPONTANEOUS
EYELINER
or
PERFECT
HIGHLIGHTS
Glowy Look can
also be discovered
in
BARE yet healthy
skin

27. Products providing Deep Nourishment
for Healthier skin that empower Bare,
yet Holistic Glowy look, even without
makeup, are the solutions!

28. Most moisturizers contains water as the main
ingredients (up to 70%), which evaporates after
applying it to the skin, thus resulting in low efficacy
and short-term moisturizing benefit.
FIRST COMES MOISTURIZER
Skin Health depends on being clean and retaining moisture,
moisturizing puts a barrier between skin and environment
Oil-based moisturizer for higher
absorption rate, deeper and more
enduring effect.
CATEGORY
CONTEXT
OPPORTUNITY
FOR COCONUT OIL

29. In Vietnamese Consumer Perception
Thick and Oily Just Work For Hair Occasional Usage
COCONUT OIL
“To me, it’s too thick and oily, suffocates my skin thus
leading to clogged pores, breakouts and ineffective
absorption."
“Coconut oil is a natural hair-loving ingredient, rich in
vitamin and deeply moisturizes my hair, not my skin
and body."
“Asian skin is oilier due to both outer and inner factors,
and for those with oily skin and hair, it may seem a little
crazy to moisturize by adding more oil, so I rarely use
coconut oil.”
The most popular Vietnamese
skin issue is Acne
and they think that coconut oils are highly comedogenic because of clogging
pores, can not apply for their skin everyday.

30. In Vietnamese Consumer Perception
“To me, it’s too thick and oily, suffocates my skin thus
leading to clogged pores, breakouts and ineffective
absorption."
Thick and Oily Just Work For Hair
“Coconut oil is a natural hair-loving ingredient, rich in
vitamin and deeply moisturizes my hair, not my skin
and body."
Occasional Usage
The Fact
One of the most popular carrier oils used to dilute the
concentrated essential oils so they can be easily
applied and absorb the skin without side effects.
Best Carrier Oils
Comprised of a unique combination of natural fats and
vitamin, which makes it useful in treating the skin, hair
and body.
Multi-Applicable
Great for treating skin as it has natural deep
moisturizing properties, which is the basic need in daily
personal care routine of Vietnamese Women
Daily Moisturizing
“Asian skin is oilier due to both outer and inner factors,
and for those with oily skin and hair, it may seem a little
crazy to moisturize by adding more oil, so I rarely use
coconut oil.”
COCONUT OIL

31. One of the most popular carrier oils used to dilute the
concentrated essential oils so they can be easy
applied and absorb the skin without side effects.
#1 Carrier Oil
Comprised of a unique combination of natural fats and
vitamin, which makes it useful in treating the skin, hair
and body
Multi-Applicable
Great for treating conditions as it has natural deep
moisturizing properties, which is the basic need in daily
personal care routine of Vietnamese Women
Daily moisturizing
Solve Vietnamese’s
main barrier/
negative perception
about coconut oil
Develop wide range
personal care portfolio
base on Coconut Oil
OPPORTUNITY TO RE-EDUCATE THE MARKET TO
Become an essential
personal care product for
daily usage with
Moisturize benefit
COCONUT OIL

32. A UNIQUE FUSION
TO TACKLE HOLISTIC GLOW
VIETNAMESE COCONUT CARRIER OIL RICH
VITAMIN E, NOURISHES AND MOISTURIZES
SKIN AND HAIR
THE BOTANICAL FROM PROVENCE TO
PROVIDE ESSENTIAL NUTRITIONS
Mix them together to create a perfect nourishing duo to
moisturize and nourish with antioxidants and vitamins,
which works to give healthier look that glow.

33. Coconut Oil
A carrier ingredient to amplify absorption
without irritation that can be used everyday
with deep moisturizing.
Inherit
Brand Root Strength
Power of natural botanical
ingredient from Provence that
can reveal healthier-looking skin
and hair
Fusion
Technology
Brand
Offer
Technology of extraction to
support deliver ingredients to
skin and enhance the
effectiveness of natural
Deep Nourishment for
Healthier and Glowy Bare Look

34. Brand
Idea
04

35. DEEP NOURISHMENT FOR HEALTHIER BARE LOOK THAT GLOWS
Fusion technology that combines Coconut Carrier Oil from Vietnam and
nutrition-rich botanicals from Provence
The Proposition
Core Values
Reasons To Believe
BRAND IDEA
GLOW UP VIETNAMESE BARE BEAUTY
HEALTHY
GLOWY
DEEP
NOURISHING
AUTHENTIC

36. Synthetic Natural
Super Premium
Economy
OUR BRAND
COMPETITIVE LANDSCAPE
SOG #1
SOG #2
JTBD #2:
GET Hazeline & mass natural users
TO upgrade to Our Brand
BY enhanced efficacy from coconut oil fusion and
natural ingredients from Provence.
JTBD #1:
GET OLAY & POND’S users
TO switch to Our Brand
BY effectiveness empowered by natural credentials
from Provence and fusion technology.
STRATEGY TO GROW

37. Positioning Statement
TO WHOM
Functional Need
Deep nourishment for healthier
look that glows naturally
Emotional Need
Be more confident with her
bare look - her authentic self.
DIFFERENTIATED BY
The Aesthetic, World-exposed,
Great self-care young women
● 22-30
● Urban, Sub-urban
● Confident,
Fashionable,
Aesthetics-seeker
● Health-conscious,
Self-care focused
WHAT NEED RTB
● Amplified absorption
without irritation thanks
to Coconut carrier oil
● Enriched cellular
nutrition from
Provence’s botanical
ingredients
● Fusion technology from
France
A unique combination of
Vietnam coconut carrier oil
and botanical to deep
nourish to make look
healthier that glows

38. BRAND
STORY
Inspired by coconut ingredient of
Vietnamese people - the #1 ranked carrier
oil and the power of botanical from France ,
each product has been created with
modern fusion technology.
We strive to improve skin absorption
without irritation to make natural ingredient
has deep nourishment ability. Our skincare
essentials are designed to make you look
and feel your glowy, dewy best before you
even think about makeup.

39. Product Concept
Provence Deep Nourishing is a sophisticated,
multi-applicable range of products specifically
designed to nourish the skin and hair on a daily
basis with nutrition-rich ingredient complexes.
To harnesses the cellular energy of French
botanical ingredients as well as their colour,
scent and texture, cold-pressed extracted
Coconut Oil is at the heart of the Provence
Nourishing range as the Carrier Oil.

40. AMPLIFIED ABSORPTION THANKS TO
COCONUT CARRIER OIL
With its Amplified Absorption and Healing benefits (lipid regenerators, peptides),
Coconut Oil can deliver botanical ingredients deep into skin cells without irritation,
effectively regenerating and strengthening the collagen and elastin support matrix of
healthy skin.
NUTRITION-RICH BOTANICALS FROM PROVENCE
Provence believes in achieving natural beauty through natural ingredients, free from
synthetic substances. We harness the power of nature using only natural ingredients
and nutritious botanical-derived sources to ensure that your skin is healthy and happy.
FUSION TECHNOLOGY
Provence’s key ingredients are extracted, combined and homogenised to be powerfully
effective for all skin types. Using the cutting-edge fusion technology inherit from France,
the ingredients harmoniously protect and restore the deepest layers of your skin barrier,
giving you healthier, smoother, more radiant skin.

41. Product Concept
Nutrition-rich botanicals that work best with Coconut Oil in terms of nourishing to deeper layer with nearly full efficacy. These
botanicals can help create a more radiant-looking skin, without causing harshness or irritations.
The following ingredients originated from France are chosen due to their strong credentials inherit from Purite de Provence.
Rose
● Contain flavonoids, minerals and
vitamin C.
● Enhance skin tightness.
● Reduce signs of skin aging.
● Stimulate production of collagen in
fibroblast cells, help regeneration
● Improve texture of the epidermis.
Lavender
● Rich in flavonoids & antibacterial
● Treat eczema and dry, sensitive skin.
● Unclog pores and reduce
inflammation
● Speed up the healing process.
● Boosting blood circulation
● Aromatherapy
Calm and
Sooth
Regenerate and
Revitalize
White Water Lily
● Antioxidant &
Anti-inflammatory properties
● Relieve visible irritation in the
skin
● Reduce surface blemishes.
● Provide a conditioning and
moisturizing effect
Flax Extract
● Major source of omega-3 fatty
acids and linoleic acids -
component of skin structure and
appearance
● Natural hydrator to help the skin
retain moisture
● Help skin recovery and obtain a
glowing, healthy appearance.
Strengthen
Structure
Purify and
detoxify

42. GLOW UP
VIETNAMESE
BARE BEAUTY
Root strengths
Competitive
Environment
Target
Insight
Benefits
Values &
Personalities
R-T-B
Discriminators
Strong credential with
botanical nutrients &
ingredients from Provence
Mass - Premium Skin
Care product in Holistic
Glow segment - esp.
Pond’s, OLAY and L’Oreal
Gen Next Woman, 22-28,
Urban, Sub-Urban,
progressive, great self-care.
“I want to be recognized
with my glowy authentic
bare look rather than a
perfect makeup one, but
the somehow unhealthy
look holds me back from
showing it”
A unique
combination of
Vietnam coconut
carrier oil and
botanical with
fusion technology
from Provence to
Functional: Deep
nourishment for healthier
look that glows naturally
- Enriched cellular
nutrition from
Provence’s
botanical
ingredients
Authentic, Natural,
Healthy, Glowy, Bare
Emotional: Affirm
young women to
confidently glow their
bare beauty.
- Amplified absorption
without irritation
thanks to
- Coconut carrier oil
Fusion technology
from France
BRAND KEY

43. The Communication Platform
GLOW UP WHAT’s
AUTHENTIC
Objectives #01
We BREAK THE MISPERCEPTION
towards “COCONUT OIL” - and
educate market about
COCONUT CARRIER OIL
Objectives #02
Drive further excitement towards the
pillar of COCONUT OIL FUNCTION
while leveraging inspirational stories
regarding Glowing Up with
Authenticity
Trigger trials & immediate purchases
Objectives #03
Encourage FIRST-HAND USERS
to share their experiences with
our products
Year 1 Objectives
The brand with deep nourishment empowers Vietnamese next generation to achieve with their
healthy and glowy look, confident to glow their authenticity in many aspect in life (work, lifestyle,
fashion, love …)

45. 1. Where do we play?
#WinningPoint: Natural with Effectiveness
SOG 1: Get Olay and Pond user by skin effectiveness empowered by
natural credentials from Provence.
SOG 2: Get Hazeline & mass natural product user by enhanced efficacy
from coconut oil and Provence ingredients
2. How can we grow?
3. Who is out target?
Young Women 22-28 years old
Urban & sub-urban
World exposed, Great self-care with health conscious,
desire to reveal the most authentic with natural look
4. The insight
5. What can we do about it?
Products providing Deep Nourishment for
Healthier skin that empower Bare, yet
Holistic Glowy look.
● Cross-category masterbrand with skin care
(bullet), hair care and bath and shower
● Tackle on Holistic Glow Segmentation
6. How Coconut Oil helps?
7. Our Brand Idea
GLOW UP VIETNAMESE BARE BEAUTY
As a progressive woman, I want to be recognized
with my glowy authentic bare look rather than a
perfect makeup one, but the somehow unhealthy
look holds me back from showing it.
Coconut Carrier oil that mix with Botanical from provence to create
a perfect nourishing duo to moisturize and nourish with antioxidants
and vitamins, which works to give a healthier look that glowy.

46. BUSINESS CASE
SKIN CARE TOTAL SIZE 9843.5 bil VND
Unit: Bil VND Holistic Glow Y1 Skin Y1 Target Holistic Glow Y2
(30% CAGR)
Skin Y2 Target
Market Share 15% 5% Holistic Glow 15% Holistic Glow
Size 1,476.53 73.8 VND 1,919.5 288 VND
Hair expansion - into Nourishment & Fragrance demand space 100 bil VND
Bath & Shower expansion - into Nourishment & Fragrance demand space 100 bil VND
TOTAL 488 bil VND

47. Thank you.