Tiếng việtBioré, a flagship brand of Kao Corporation and a global leader in Japanese skincare innovation, sought to solidify its presence in Vietnam’s competitive beauty market. With a portfolio of beloved products including UV Aqua Rich sunscreen and advanced pore care solutions, Bioré needed to cut through the noise and connect with Vietnam’s increasingly savvy, peer-influenced consumers. Partnering with FinT, Bioré executed a multi-product influencer strategy centered on Key Opinion Consumers (KOCs). By leveraging niche targeting, authentic storytelling, and data-driven optimization across three hero products, the campaign generated over 20 million views, achieved engagement rates exceeding industry benchmarks, and cultivated 95% positive sentiment for a key sunscreen variant.
Objective
Bioré set out to successfully introduce its key product lines to the Vietnamese market by building authentic awareness, educating consumers, and driving purchase intent. The campaign focused on three hero products:
- Bioré UV Smooth Velvet Sunscreen
- Bioré MUR
- Bioré UV Aqua Rich
The Challenge: Standing Out in a Saturated Skincare Market
Vietnam’s skincare market, particularly the sunscreen category, is one of the most competitive in Southeast Asia. Bioré faced three critical challenges:
The Trust Gap: Vietnamese consumers, especially Gen Z, increasingly rely on peer-generated content over traditional advertising when making skincare purchasing decisions.
Market Saturation: The sunscreen segment is crowded with domestic and international competitors, making differentiation essential.
Product-Specific Education: Each of the three hero products required distinct messaging: oil-control for UV Smooth Velvet, gentle cleansing for MUR, and lightweight hydration for UV Aqua Rich—demanding tailored content strategies.
The Strategy: A Product-by-Product KOC-Led Approach
Bioré partnered with FinT to launch a KOC-led influencer campaign centered on authenticity, niche targeting, and educational storytelling.
1. Bioré UV Smooth Velvet Sunscreen – Dominating a Niche
FinT developed a comprehensive influencer strategy that treated each product as a unique campaign, united by a common philosophy: authenticity through KOC partnerships and educational storytelling.
- Scale & Selection: Activated 239 creator posts, with 60% from micro-KOCs to balance authenticity with cost efficiency.
- Niche Targeting: Focused on the strategic hashtag
#chongnangkiemdau(oil-control sunscreen), positioning the product as the go-to solution for oily and combination skin types. - Trust Bridge: KOCs were empowered to moderate comments and answer audience questions directly, acting as authentic intermediaries between the brand and consumers.
- Data-Driven Optimization: Post-campaign dashboards provided top KOC ROI analysis, sentiment tracking, and hashtag penetration metrics to inform future strategies.
2. Bioré MUR – Building Trust & Loyalty
- Scale: Deployed 168 influencer videos focused on highlighting the product’s gentle yet effective formulation.
- Proactive Community Management: FinT provided strategic consultancy to address minor consumer concerns through KOC engagement, maintaining trust and loyalty throughout the campaign lifecycle.
3. Bioré UV Aqua Rich – Mass Market Scale
- Scale: Activated 256 influencer videos to reach the broadest possible audience for this globally popular franchise.
- Conversion Focus: The strategy emphasized moving consumers from awareness to measurable purchase actions, leveraging the product’s existing global reputation.
The Results: Measurable Success Across Three Products
The combined campaigns delivered exceptional results across awareness, engagement, sentiment, and purchase intent.
Product Performance Breakdown
| Product Line | Total Videos | Total Views | Key Achievements |
|---|---|---|---|
| Bioré UV Smooth Velvet | 239 posts | 7,100,000+ | 3.59% engagement rate; 95% positive sentiment; hashtag leadership. |
| Bioré MUR | 168 videos | 3,487,129 | 5,652 engagements; strong purchase intent and brand loyalty. |
| Bioré UV Aqua Rich | 256 videos | 10,174,351 | 10,834 engagements; 3% engagement rate surpassing benchmarks. |
Combined Campaign Totals
- Total Influencer Videos: 663+
- Total Views: 20,000,000+
- Total Engagements: 16,000+
- Average Engagement Rate: 3%+ (above FMCG beauty benchmarks)
- Positive Sentiment (UV Smooth Velvet): 95%
Key Takeaways
The campaigns demonstrated the power of strategic influencer collaborations in boosting both brand sentiment and sales performance in Vietnam’s FMCG beauty space.
By combining niche targeting, authentic voices, and data-driven optimization, Bioré successfully strengthened its foothold in the competitive Vietnamese skincare market.
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