The purpose of this project is to persuade Retinol Beginners to be aware of and consider purchasing Kiehl's Retinol Micro-Dose Serum by informing them and making them believe that Kiehl's Retinol can offer effective treatment for their personal skin type and can be for them.
The project aims to construct and develop a creative yet practical communication campaign that can communicate effectively with Retinol Beginners, generate social buzz among them as well as to get them engaged in conversations about Kiehl's Retinol Micro-Dose Serum.
CONTEXT
When selecting cosmetics in general and Retinol products in particular, research has shown that skin type is one of the key concerns. Additionally, exposing the audience to such pertinent real-life concerns might enable them to relate their own experiences, strengthening the relationship they have with the brand.
On the other hand, observations indicate that beauty brands have yet to communicate about skin types through their communication, especially ones with Retinol products. As mentioned above, we believe that Kiehl’s can adopt an authentic communication approach by leveraging the TA's keenness for personalization to convince them that Retinol can work for their personal skin type.
Despite having a solid technological base, Kiehl's has mostly been identified as a natural brand by its audiences because many of its well-known products are aligned with natural components. In today’s world, customers are more informed. Thus, they are more skeptical and seek products that can not only satisfy their needs on the emotional side but also on the scientific side, especially with a seemingly serious like Retinol. Therefore, Kiehl's wants to aim up science and dermatology in the brand's portfolio, offer the scientific factor in its communications, and ensure the success of those communications.
PROBLEM STATEMENT
There is a common perception among the TA that Retinol is an intimidating product that only works under certain conditions or for certain skin types.
COMMUNICATION GAP
Observation shows that other brands have yet to communicate about skin types even though skin type is also a key concern of the TA when it comes to purchasing Retinol.
OPPORTUNITY STATEMENT
Kiehl’s can adopt an authentic communication approach by leveraging the effectiveness of Retinol on different skin types to convince them that Retinol can work for their personal skin type.
OBJECTIVES
INFORMATIONAL
To increase awareness among 70% of the target audience about Kiehl’s Retinol Micro-dose Serum by the end of October 2022.
ATTITUDINAL
To create a positive perception of 40% of the target audience toward Kiehl's Retinol Micro-dose serum as all-skin-types-friendly and safely make their skin bloom by the end of October 2022.
BEHAVIORAL
To encourage 1000 consumers to create their own blooming record during the Blooming record challenge in October 2022.
TARGET AUDIENCE
LET'S MEET HUONG!
Huong, an HR Manager with above-average income, is a great face to represent the TA of the campaign. As a woman who is constantly caught up in the hustle and bustle of daily life, Huong hardly has any time to take care of herself, even though she is highly concerned about her health and appearance.
At this age, her skin begins to lose moisture and shows signs of aging, such as collagen loss and the appearance of wrinkles in sensitive areas such as the eyes. Thus, she actively seeks and equips herself with skincare knowledge to improve her skin condition by participating in different Facebook beauty groups, watching online testimonials, following beauty brands' Facebook posts, or reading online articles. Her peers also pose a decent amount of influence upon her skincare journey too, as when seeing the successful impacts of the skincare products that they use on their skin, she also wants to try those products. However, she is also extremely hesitant to try new products fearing that they will not be suitable for her skin type or will even irritate her skin.
FROM RESEARCHING, SOCIAL LISTENING, AND OBSERVATIONS, BELOW ARE SOME KEY INSIGHTS OF OUR TARGET AUDIENCE - RETINOL BEGINNERS:
TRUTH
When it comes to buying treatment beauty products, the compatibility of the product on their skin type poses a great concern among consumers' minds.
MOTIVATION
Having seen Retinol's successful effects on others, our TA wants to try Retinol to achieve a glowing & radiant skin
TENSION
They are, however, held back by the deep-down ‘retinophobia' that makes them critically doubt that it may not work or even cause irritation on their skin type.
They, therefore, look for a Retinol product that can make them believe that Retinol can be for them & their personal skin type.