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 commercial launched nationwide this month.
With a competitive mid-range cosmetics market, Stitch was tasked to create a TVC that appealed to young Vietnamese women from 18 - 22 as well as communicate the product’s qualities and ingredients unique to the brand.
The TVC was created to appeal to the natural beauty in every young woman, titled “Chorus of Compliments.” It depicts a fresh-faced young woman taking a stroll, turning heads at every step of the way. The Vietnamese tagline “Cang ngam, cang yeu” was also used in the TVC, which translates into “The more people look at you, the more they find you lovely.”
“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 Thi Ngoc Lan, marketing manager at LG Vina Cosmetics said.
Le Phong, general manager at Stich said: “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.”
LG Vina is part of Korean company LG Household & Health Care business. Stitch won the work earlier this year in a pitch against incumbent Dentsu Alpha.