CAMPAIGN: SKINCATION

PunsReal is pleased to walk you through a skincation. SHEGAN collaborates with PunsReal to promote the brand’s healing vegan image. The purpose of this project is to increase SHEGAN’s brand awareness within the Vietnamese vegan cosmetics market by positioning SHEGAN as a healing and relaxing vegan cosmetics brand that embraces a conscious lifestyle.

CONTEXT

SHEGAN is a newly launched healing vegan cosmetics brand in Vietnam. From December 2023 to February 2024, SHEGAN plans to launch a campaign to gain 1000 new customers. Three direct competitors of SHEGAN are Cocoon, Dear Klairs, and Sukin. While competitors emphasize the functional benefits of vegan cosmetics for specific skin types, SHEGAN instead promotes the emotional benefits provided by its image as a companion for consumers on their conscious lifestyle journey to get peace of mind. Despite being distinctive in the competitive vegan beauty market, SHEGAN still has low brand awareness. When it comes to searching, no keywords about veganism and relaxation were attached to SHEGAN, implying that SHEGAN is not associated with a healing vegan cosmetics brand.

PROBLEM STATEMENT

The problem we are trying to solve is the difficulty of gaining peace of mind during skin-care moments that customers meet. This is a problem because when it comes to skincare, customers usually think of treatment products rather than relaxing cleansing ones.

Until now, other brands have yet to communicate about the emotional benefits gained through doing skin care although improving mental wellness is one of the top needs of TA when it comes to self-care activities.

COMMUNICATION GAP

There is an opportunity for SHEGAN to develop a communication initiative that shows the ability to gain peace of mind through skin care with its healing vegan cosmetics.

COMMUNICATION
OPPORTUNITY

TARGET AUDIENCE

Huong follows a flexitarian diet with 2-meatless days per week to keep fit, detox body and have clearer skin.

LIFESTYLE

Do self-care activities such as doing sports and fitness, doing meditation, practicing yoga, cooking and travelling.

BEHAVIORS

FRUSTRATIONS

Feel so stressed with little time to do self-care because of a busy working life.
Stressed by sedentary and busy lifestyles.

Values her physical and mental health.
Facebook, Zalo, Youtube, Instagram are top popular platforms.

With the same vision for better mental wellness, Flexitarians are the most potential target audience for SHEGAN.

MOTIVATIONS

INSIGHT

TRUTH

Due to a stressful working life, flexitarians pay more attention to self-care activities, particularly meditation.

GAIN

They want to gain peace of mind to get out of stressful thoughts after work.

PAIN

However, they are unaware that skincare moments can also be a simple relaxing self-care activity that gives them peace of mind.

OBJECTIVES

INFORMATIONAL

To have 60% of the target audience aware of SHEGAN relaxing and healing vegan cosmetics.

BEHAVIORAL

ATTITUDINAL

To have 50% of the target audience perceive positively about SHEGAN’s Skincation campaign.

To have 5% of the target audience visit the SHEGAN’s website.
To have 0.5% of the target audience look for SHEGAN’s cosmetics products on the e-commerce sites or the Matsukiyo stores.

Aiming to convince target audiences to realize that doing skincare is a simple and convenient way to gain peace of mind, the task is to show them that basic skincare steps with SHEGAN’s vegan healing products can bring them relaxation.

STRATEGIC APPROACH

KEY MESSAGE

Doing skincare consciously is an easy way to gain peace of mind.

BIG IDEA

CLEANSE YOUR MIND
TOUCH YOUR PEACE

SẠCH TÂM TRÍ, CHẠM BÌNH YÊN

As a healing vegan cosmetics, SHEGAN will cleanse your skin and your mind

so that you can touch the peace on your mind and your skin.

CREATIVE CONCEPT

SKINCATION

DO YOU KNOW ABOUT THE MIND-SKIN CONNECTION?

Skin health is a reflection of mental health. After 9-10 hours of exposure to the computer and surrounding agents, the skin requires a break.

Having a true break means putting your mind on vacation mode and stopping thinking about work for just a few moments. Therefore, SHEGAN will put the TA in that mood for relaxation by inviting them to take a vegan break every day with a vacation for their skin: SKINCATION.

A vacation for your skin is a vacation for your mind.

KEY VISUAL

UNBRANDED KEY VISUAL

BRANDED KEY VISUAL

ELEMENTS' REPRESENTATION

Skin texture presented as the ground represents the target audiences, while four other elements (including beach, flower fields, terrace fields, and forest) were chosen as they are Vietnamese’s top trip destinations and the origin of SHEGAN’s product ingredients.

KEY HOOK

SKINCATION TOUR

Your Daily Vegan Break

SHEGAN introduces Skincation - a digital experience that helps you feel relaxed as if you are on vacation while taking care of your skin.

Starting with the reservation process and ending with the final check-out, the microsite will be our tour guide to take you through every step of your relaxation journey.

Now let's start your journey, or we’ll be late.