Stitch Vietnam reveals a chorus of compliments for cake face powder brand Lacvert Essance
Stitch, a division of Lowe Vietnam, has created a TVC for the launch of a two-way cake powder under LG Vina Cosmetics’ brand Lacvert Essance.
The product is aimed primarily at young women aged between 18 and 22. Lacvert Essance has a strong brand presence in Vietnam, but the product also launches into the increasingly competitive mid-range cosmetics market. Stitch’s task was to find an empathic space for young Vietnamese women, and communicate the product’s unique feel and ingredients that make it distinct from competitors.
Stitch’s solution appeals to the natural beauty in every young woman, with ‘Chorus of Compliments’. The communication is that Lacvert Essance two-way cake powder will give you a finish so smooth, people will notice your beauty but not guess you are wearing make-up.
The visual depicts a fresh-faced young woman taking a stroll, accompanied by a theme song. The song’s lyrics are compliments, which are sung by admiring characters along the woman’s route. The TVC uses the Vietnamese tagline: Cang ngam, cang yeu – “The more people look at you, the more they find you lovely.”
Le Thi Ngoc Lan, Marketing Manager at LG Vina Cosmetics said, “We wanted something strong on consumer empathy, which would be memorable and persuasive to our target groups. This work captures a feel of friendliness, youth and tenderness that appeals to Vietnamese young women. This marketing conveys a natural feel for a product that gives you a look of natural beauty.”
Le Phong, General Manager at Stich added, “We needed to capture Lacvert Essance’s brand tone and to strike just the right note in such a competitive category. So we dramatized the good feelings that natural beauty inspires through music and visuals. We wanted to communicate a cheerful message that would make consumers feel happy to be part of Lacvert Essance.”
Credits – Marketing Manager, LG Vina: Le Thi Ngoc Lan. General Manager, Stitch: Phong Le Planning Associate: Ngoc Nguyen. Account Director: Trang Phan. Account Manager: Thao Ngo. Associate Creative Directors: Kumkum Fernando, Maryzyle Galinato. Art Director: Hai Vong. Copywriter: Hien Nguyen. Producer: Trang Bui. Production House: XC Film Productions. Executive Producer: Pham Phu Xuan, XC Film Productions. Account Executive, Stitch: Anh Tran.