Stitch, a division of Lowe Vietnam has created a TVC for the launch of a two-way cake powder under LG Vina Cosmeticsâ€™ 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 productâ€™s qualities and ingredients unique to the brand.
The TVC was created to appeal to the natural beauty in every young woman, titled â€śChorus of Compliments.â€ť It depicts a fresh-faced young woman taking a stroll, turning heads at every step of the way. The Vietnamese tagline â€śCang ngam, cang yeuâ€ť was also used in the TVC, which translates into â€śThe more people look at you, the more they find you lovely.â€ť
â€śWe 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,â€ť Le Thi Ngoc Lan, marketing manager at LG Vina Cosmetics said.
Le Phong, general manager at Stich said: â€śWe needed to capture Lacvert Essanceâ€™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.â€ť
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.